Courage Named Creative AOR for Wine Marketing Association of Ontario

(Image credit: Courage, VQA Wines of Ontario)

Intent on building a local wine culture where Ontarians take pride in choosing Ontario VQA wine first, the Wine Marketing Association of Ontario has named Toronto-based creative agency Courage as its agency of record. The decision arrives after a careful agency search and competitive pitch process.

“It’s truly an exciting time for Ontario’s wine industry, with planned growth that is driving us to reach new heights,” said Sylvia Augaitis, executive director for Wine Marketing Association of Ontario. “Global recognition for our world class VQA wines and Ontario’s wine country is expanding rapidly and it’s the perfect time to evolve our messaging in order to deepen the connection with our local wine fans and inspire Ontario’s own wine culture. We are thrilled to be working with the innovative team at Courage as we redefine ways to tell our story through new creative.”

The Wine Marketing Association of Ontario represents over 190 wineries situated across Ontario, located in Niagara Peninsula, Prince Edward County, Lake Erie North

Shore and the emerging new regions surrounding the three key wine appellations.

Building on the foundation of the VQA Wines of Ontario and Wine Country Ontario brands, Courage will lead creative development as the brand aims to refresh its identity and messaging. Through thoughtful strategy and unique brand acts, the agency will help VQA Wines of Ontario reinvigorate its fan base and introduce budding wine enthusiasts to the boundless potential of Ontario wine culture.

Courage president and partner Niki Sahni said, “We were so inspired by the passion that the VQA Wines of Ontario has for the winemaking areas of Ontario. We’re excited to highlight the amazing wines grown right here in our own backyard and to encourage Ontarians to look closer to home for their wines of choice.”

Ontario VQA wineries are leaders in the cool climate wine scene, winning prestigious international awards while offering visitors stunning, world class wine experiences in Ontario Wine Country. This new relationship presents an exciting opportunity to energise Ontario’s local wine culture, with a renewed sense of pride in locally-crafted wines made with 100% Ontario-grown grapes and amplify the value of this unique industry by showcasing Ontario VQA Wines in a new light.

Saloni Wadehra, group account director at Courage, said, “It’s not every day you have the opportunity to take not only a brand, but a culture, and create a new, unique identity that will truly resonate with Ontarians. We look forward to creating a meaningful brand platform for Ontario VQA Wines that has strong cultural relevance.”