Illinois’ New Logo & Advertising Campaign

2014 License to Steal Conference

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

Advertising Campaign

Posters and Banners

Merchandise

Economic Impact Postcard

Roll Out at the Illinois State Fair

Roll Out at the Illinois State Fair

Roll Out at the Illinois State Fair

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