Press Releases

09/16/2008

 

TVCVB Brand Launch

9-16-08

Q&A:

What does a brand represent?

Our brand is comprised of everything that contributes to the experience of Temecula Valley. From the look and feel of our advertising to the level of customer service a visitor receives in Old Town, at one of our wineries, restaurants or hotels; the interactions that influence the experience are diverse and numerous. All interactions can and should work together. And when they do, a visitor's experience will be consistent and memorable, creating a perception of Temecula Valley.

How was this campaign developed?

About a year ago, a committee made up of about 40 tourism-related businesses and community leaders from the Temecula Valley got together to brainstorm about our region's identity.  With the help of Miriello Grafico of San Diego, the group reached a consensus about the area's identity and helped to create the Branding Guide that will serve as the foundation for all branding efforts.

What does Southern California Wine Country evoke?

Our tagline was created as a simple way to publicly express our brand position.
The descriptive nature of the tagline is well-suited for a destination that is striving to further build awareness.

It offers a quick read that successfully:

• Provides our general location.
• Allows a peek into what we have to offer.
• Anchors us to a desirable sounding destination.
• Distinguishes us from other well known wine regions by claiming the Southern California positioning.
• Implies many of our positive attributes, such as sunny weather, relaxed atmosphere, etc., which are inherent to Southern California.

Why is it important to have branding guide?

Capturing Temecula Valley's personality in our marketing communications allows the audience another means of recognizing our brand. The persona of our region is one that should be captured in the words, imagery and graphic treatments we use in all of our marketing for Temecula Valley. While each individual business in Temecula Valley will have their own brand messaging for their company, product, or service, there is strength in collectively marketing our destination using similar words and tone and manner for both individual and collaborative marketing efforts. Speaking about our destination with a unified "voice" will strengthen our brand, so together we may capitalize on creating a singular perception for the region.

What makes the Temecula Valley different?

• We are an established, growing destination that has history dating back to the 1800's.
• Temecula Valley is not a manmade tourist destination - we are a natural escape.
• Southern California locale = a year-round climate, a year-round destination.
• Naturally beautiful environment in close proximity to larger cities = Convenient.
• Getaway - wide variety of things to experience; something for everyone.
• A prospering, relaxed wine country nestled within contemporary Southern California.

What will be the region's message?

Our message helps anchor the region in the minds of consumers as a sunny, casual picturesque destination where one can go to refresh and re-energize their spirit.

Brand Position Statement:

Temecula Valley will build a reputation for being the wine country of Southern California. It is most uniquely noted for its casual and picturesque wine region that inspires a wide variety of events, attractions and amenities -creating a robust destination. A place where people make connections, refresh and have fun. While each visit promises a rich, new experience, it's always enhanced by the sunny, relaxed spirit synonymous with Southern California.

Temecula Valley's brand position:

• Emphasizes the region's most unique attraction, while also creating a sense of place and evoking an atmosphere where all will feel welcomed.

• Capitalizes on the growing popularity of wine while reinforcing the perception of a robust experience exceeding the limits of a day trip.
• Aligns with the five-year national marketing campaign by the California Wine Institute and the California Travel and Tourism Commission, promoting the state's wine and cuisine offerings.
• Provides an umbrella positioning that supports all Temecula Valley's diverse offerings.
• Offers the entertainment and lifestyle attributes of Southern California not easily provided by other "wine countries."
• Appeals to a broad audience because it's about the attributes of wine country more than the consumption of wine.

What comes next?

The TVCVB is working hard to build on the new brand and ensure that the visitor experience in our Valley is a memorable and enjoyable one. The CVB and its staff will support businesses in the region to better address the needs of the tourists and create a consistent experience for visitors.

Plans are being made to:

• Develop tools and training to support delivering extraordinary guest service.
• Create visual images with signage throughout the community to guide the visitor, provide direction and link all the neighborhoods in Temecula Valley with a unified message.
• Produce maps and other tools to enhance the visitor experience.
• Distribute news bulletins and information sheets to notify visitors about the events, people and unique venues of our region.