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Long Island Wine Council Unveils New Brand Identity and Regional Repositioning Campaign

New logo and redesigned website are first fruits of breakthrough integrated brand and marketing campaign launched by Ali Tuthill
January 01, 2016

RIVERHEAD, N.Y., January 4, 2016—Long Island Wine Council (LIWC), the leading industry association of the region’s wine producers, today unveils a new brand identity and regional repositioning campaign. Beginning with a new logo, a new consumer-friendly website, as well as public relations and social media activations, they are the first fruits of a breakthrough integrated brand and marketing campaign led by Ali Tuthill, LIWC’s new Marketing Director. Its goal is to establish the East End of Long Island as a world-class winemaking destination.

“The new logo and website redesign are the first steps towards creating an authentic and compelling brand identity for LIWC and repositioning the region,” says Tuthill. “It will not only embrace our member producers and the balanced and sophisticated wines they produce, but the diversity of experiences on the East End that make it a true mecca for fans of top quality wine, gastronomy and nature. There is much more to come. Stay tuned.”

New Logo Unites Land and Sea to Express the Region
The new LIWC logo expresses pride-of-place centered on the region’s maritime climate that makes its wines distinct and unique. It reflects an evolution of the region’s identity and celebrates the unique and harmonious relationship of winemaking with the sea, which extends to the logo’s color palette as well. The logo’s central graphic is a Peconic Bay scallop, an iconic symbol of the East End. The shell’s components are divided in two, with the bottom half representing rows of grapes and the top suggesting a radiant sun and the bounty it makes possible. It is the first redesign of the logo since 1987.

Redesigned Website Educates Consumers and Facilitates East End Jaunts
LIWC’s website, www.liwines.com, has been completely reimagined, redesigned and repurposed with a consumer focus for the first time since launching in 2004. Optimized for mobile phone displays, it is a one-stop shop for visitors to learn about Long Island’s wines, its unique terroirs and microclimates, its grapes, as well as the agricultural abundance and artisanal products that can be experienced first-hand. It also introduces some of the personalities that make the region so unique.

The website contains extensive information on each of LIWC’s 48 member wineries, including background and contact information, hours of operation and links to their own websites. In addition, visitors can sort the wineries by various attributes, including “Intimate,” “Good For Groups,” “Lively” and “Upscale,” depending on their interests and preferences.

One of the website’s new key features is an intuitive, trip research function that suggests detailed itineraries, such as “Lively Long Island,” “Sophisticated Sipping,” “East End Education” and “Artisanal North Fork.” They include specific recommendations of wineries and farmstands to visit, lunch locations, etc. The goal is to provide a game plan for a wholistic East End experience of exceptional wine, food and leisure activities.

New Agency Partners
New Branding Agency: Latitude, a branding agency based in New York and Minneapolis, created the brand repositioning, new logo and new website, under the leadership of Tuthill.

New Public Relations Agency: Hanna Lee Communications, a New York and Los Angeles-based agency specialized in food, wine and hospitality PR, will spearhead LIWC’s PR campaign comprised of media relations and event management.

New Social Media Manager: Shelby Hearn will create a vibrant, consumer-engaging digital community for LIWC across its social media platforms, including Facebook, Twitter, Pinterest and Instagram.

About Long Island Wine Council

The Long Island Wine Council is an industry association dedicated to achieving recognition for Long Island as a premium wine producing region. Its role is to provide a coordinated effort for the promotion and development of the region’s wine industry. The Council was founded in 1989 and currently has 48 full members. For more information, please visit www.liwines.com, “like” us on Facebook at https://www.facebook.com/LongIslandWine, follow us on Twitter and Instagram at @LIWineCountry and on Pinterest at @LongIslandWineCouncil.


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