2014 license to steal conference. previous logo used for 15+ years survey of key stakeholders found...

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Illinois’ New Logo & Advertising Campaign 2014 License to Steal Conference

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Page 1: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Illinois’ New Logo & Advertising Campaign

2014 License to Steal Conference

Page 2: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Background & Brand Assessment

Previous logo used for 15+ years

Survey of Key Stakeholders found our industry is viewed as: Fun/Fun Loving Adventurous/Risk Taker/Experimental Interesting/Diverse/Wildly Varying Funky/Offbeat/Eclectic

Page 3: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Advertising Campaign

Page 4: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Posters and Banners

Page 5: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Merchandise

Page 6: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Economic Impact Postcard

Page 7: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Roll Out at the Illinois State Fair

Page 8: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Roll Out at the Illinois State Fair

Page 9: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Roll Out at the Illinois State Fair

Page 10: 2014 License to Steal Conference.  Previous logo used for 15+ years Survey of Key Stakeholders found our industry is viewed as:  Fun/Fun Loving  Adventurous/Risk

Response: Consumer vs. Industry

Consumer response has been overwhelmingly positive. Measured anecdotally and by the rapid t-shirt sales

A few winery owners feel the campaign is disrespectful and doesn’t give proper credibility to the Illinois wine industry