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PA Wines Says “the Chores Can Wait” in New Spring, Summer Ad Campaign 

First-ever statewide consumer campaign rolls out in late April

HARRISBURG, Pa. (April 17, 2014) – A weekend is what you make of it. And one thing is for sure – the chores, errands, and channel surfing can wait until next winter. Weekends are for PA Wine Land, after all.

800x600_PopcornThis rest and relaxation message is the basis for the upcoming advertising campaign rolling out from the Pennsylvania Winery Association and Pennsylvania Wine Marketing and Research Program. The two groups market the state’s multi-billion dollar wine industry, and recently rebranded Pennsylvania Wines after a strategic planning process. The brand, with its “keep tasting” tagline, embraces the vast and varied region that is home to nearly 200 wineries and produces dozens of different varietals.

“No matter where you are in Pennsylvania, you’re less than an hour from at least one winery – and in many cases, more than one,” said Jennifer Eckinger, the PWA’s executive director. “Most residents, even neighbors, have yet to explore the vineyards just down the road. It’s a whole other world just waiting to be discovered! And I promise you, there is something for every taste!”

The campaign – which runs through August – is the first of its kind for PA Wines and features billboards, out-of-home, radio, and online advertising across the state and bordering communities. The campaign will be supported by public relations, a new mobile website (m.PennsylvaniaWine.com) as well as grassroots marketing efforts that will include booths at festivals and 24 wineries acting as informal Pennsylvania Wine Land Centers.

To plan your next weekend in PA Wine Land, visit PennsylvaniaWine.com.

ABOUT THE PENNSYLVANIA WINERY ASSOCIATION
The Pennsylvania Winery Association is a trade association representing more than 100 member wineries and an advocate on behalf of the state’s growing multi-billion dollar wine industry. With some of the most fertile grape-growing land on the East Coast, Pennsylvania ranks fifth nationally in the amount of grapes grown, seventh in wine production, and seventh in the number of licensed wineries. The climate and sheer size of the state also allow for dozens of varietals to be grown. There are wineries in every region, and many of them are family-owned and -operated, continuing a centuries-old tradition that began in 1683 when William Penn planted the first vineyard in Philadelphia. Today, Pennsylvania’s wineries host events year-round, and most sell their vintages directly through their own tasting rooms. Most are also part of 12 organized wine trails that weave across the state—in fact, visitors to Pennsylvania are always within an hour’s drive of a winery. To learn more about Pennsylvania wine or to plan your trip, visit PennsylvaniaWine.com.

ABOUT THE PENNSYLVANIA WINE MARKETING AND RESEARCH PROGRAM
The vision of the Pennsylvania wine and grape industry is to be recognized as the premium East Coast wine destination. The Pennsylvania Wine Marketing and Research Program works in support of this vision by promoting in growth in the quality, profitability, and consumer awareness of Pennsylvania wines.

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NOTE TO EDITORS: Artwork from the upcoming PA Wines ad campaign is available for download and publication at http://vlahospr.egnyte.com (username: press / password: Ready2Print). MATERIALS ARE EMBARGOED UNTIL 8PM ET ON THURSDAY, APRIL 17.

CAMPAIGN BRIEF:

  • Campaign Name: Weekends are for Wine Land
  • Client: Pennsylvania Winery Association in partnership with Pennsylvania Wine Marketing and Research Program
  • Goal: Drive new leisure visits to Pennsylvania’s nearly 200 wineries in the spring/summer months and increase awareness that you’re always less than an hour’s drive from at least one winery
  • Market(s): State of Pennsylvania – all regions/DMAs with focus on Philadelphia, Pittsburgh, State College, Erie, York, Lancaster, Scranton and Allentown – as well as bordering states Delaware, Maryland, New Jersey, New York, Ohio and West Virginia
  • Duration: Late-April 2014 thru August 2014
  • Audience(s): Consumers, particularly Pennsylvania residents with limited or no experience with PA wineries and wines
  • Elements: Billboards, OOH, radio, and online advertising with region-/audience-specific messages
  • Lead Agency: SWELL (Greg O’Loughlin, Fred Ritter)
  • Creative: letter27 (Staci Katz art director, Nicole McGann copywriter)
  • Public Relations: Matthew Vlahos Public Relations (Matt Vlahos, Jimmy Contreras)
  • Media Planning/Buying: Target Media USA

PENNSYLVANIA WINE LAND CENTERS:

The following wineries will serve as “welcome centers” with additional branding and information for visitors:

  1. Allegro Winery
  2. Boyd’s Cardinal Hollow Winery
  3. Briar Valley Vineyards & Winery
  4. Christian W. Klay Winery
  5. Courtyard Wineries
  6. Crossing Vineyards
  7. Cullari Vineyards & Winery
  8. Deer Creek Winery LLC
  9. Fero Vineyards and Winery LLC
  10. Glades Pike Winery
  11. Hauser Estate Winery
  12. Kavic Winery
  13. Manatawny Creek Winery
  14. Mazza Vineyards
  15. Paradocx Vineyard
  16. Penns Woods Winery
  17. Presque Isle Wine Cellars
  18. Sand Castle Winery
  19. Seven Mountains Wine Cellars
  20. Shade Mountain Winery
  21. Tamanend Winery
  22. The Vineyard at Hershey
  23. Thistlethwaite Vineyards
  24. Vynecrest Winery