The "Homegrown in the Cape Winelands" campaign launched in the Western Cape this month is the largest fully integrated marketing initiative ever to be undertaken in the Winelands according to Sheryl Ozinsky and Mike Fabricius, who are executing the campaign on behalf of the District Municipality.
Fabricius says: "Campaign components range from a completely new logo to an extensive print campaign, radio placements and a Web site.
"Traditionally known for its food and wine, the region offers enormous variety; home-stays, adrenalin adventure, cultural experiences and more. The Berry Bush BBDO's selling proposition of, 'A 1000 Things To Do, Then Some Wine', enccompasses all things local, lekker and diverse."
Ozinsky comments: "The work is based on a simple truth - people know the winelands but other than tasting wine experience little of what's on offer. And the humorous and memorable advertising proposition will be talked about long beyond the actual media campaign.
"It allows us to communicate a local is lekker flavour in a way that is relevant and inclusive to tourists, weekenders and the communities living in the Cape Winelands. It is a great example of the benefits of collective marketing with a single proposition rather than fragmentation and dilution."
