A RENEWED marketing push promoting the quality wines produced in the Gisborne region is becoming more visible with the appearance of new signs around the district.
The Gisborne wine industry, with sponsorship from Tourism Eastland, is behind the signs.
They feature Gisborne Winegrowers’ new logo, strategically placed to catch everyone entering the region by air or road.
It is Gisborne Winegrowers’ first
rebranding in eight years and the new signs are part of a marketing drive, says Gisborne Winegrowers’ Prue Younger.
Wines of Gisborne intends to put more of a story behind the brand and is aiming for a lot more recognition for the region as a quality wine producer.
The makeover includes updated public relations material and website, which shows the complex Gisborne grape-growing region divided into its distinct localities.
Wines are being matched against the soil types and climates, identifying each area or "terrior", a French expression describing different characteristics based on where and how it was grown, says Ms Younger.
Wines of Gisborne will also push the region’s distinctive fruit-driven wine styles, a major point of difference for this district.
"We have moved away from the 100 percent focus on chardonnay because we want to promote the other varieties that are becoming quite prominent here, like gewurztraminer, viognier, pinot gris and muscat."
An umbrella for the total wine industry here, the rebranding of Wines of Gisborne is managed by a sub-committee of Gisborne Winegrowers.
"This involves things like bringing in wine writers, collectively attending trade shows, varietal and other educational workshops, and basically beefing up promotion of what is happening here," says Ms Younger.
The new signs have been erected at the airport, Manutuke and Kaiteratahi. Other signs with a Wines of Gisborne logo and a large arrow will soon begin appearing around the district earmarking wineries and vineyards.
The logo design, by Brett Crockett of Apple Art, is about expression of a new and vibrant meaning.
"The inspiration is based around the glass-filling ritual, closely followed by the emptying ritual. The typography reflects the koru — strong and confident, and appropriately called Mana.
"The koru represents the fern frond as it opens, bringing new life, peace and purity to the world. The glass is pure and clear, encasing the koru and the two interlocking tendrils bind together to form a united front," says Ms Younger.
Je me demandais ou se trouve Gisborne...mais google est mon ami : c en Nlle Zélande (sur l'ile du Nord)
Rédigé par : Luc | 06/16/2006 à 09:42