Dream Verona, Drink Soave: the new billboard campaign

Pubblicato il 12 March 2014

Dream Verona, Drink Soave: the new billboard campaign

On March 6th, debuts an important part of the new promotional plan commissioned by the Consorzio del Soave: the billboard campaign at Catullo Airport of Verona.

Press Release n°14 /2014 from the Consorzio per la tutela vini Soave e Recioto di Soave

The invitation leaves no room for doubt: Dream Verona, Drink Soave. This is the slogan that, from March 8th, will welcome the thousands of passengers that each day will depart from or arrive at the airport Catullo of Verona. Thus will begin an important part of the communication campaign that will feature the Soave wine, symbol of the city of Verona.

This work is the first result produced by “Fucina Soave: Factory of talents” the corporate social responsibility project, strongly wanted by the Consorzio del Soave.

It is a communication campaign consisting in 16 color and black-and-white giant size photos that will dress panels and walls of the Catullo for a total area of hundreds of square meters.

The project is part of a wider promotional plan, coordinated by the Consorzio del Soave, in cooperation with the firm Dalmograf and the Airport of Verona.

Dream Verona, Drink Soave being presented exactly one month from the inauguration of Vinitaly is no coincidence: << The airport – said Aldo Lorenzoni, director of the Consorzio del Soave – is the port that connects Verona to the world>>.

The phrase, deliberately in English, aims from the outset at creating a direct link between the city of Verona and its most representative wine. The target audience is international, since Verona is an increasingly important hub for both foreign tourists and those travelling on business, although the simplicity of the message does not exclude Italians.

The slogan accompanies a photo of the castle of Soave, the undisputed symbol of the production region, which stands in its austere grandeur among long rows of Garganega.

The photo is signed by Charley Fazio, while the graphic design is signed by Dalmograf.

So, after the calendar “Essere Soave” (Being Soave) where each month was associated with a shot of the author Fazio, now begins Dream Verona, Drink Soave.

The campaign, which aims to raise consumer awareness of the distinctive values ​​of the great white Italian wine symbol of excellence, aims to tell not only the organoleptic characteristics of the Soave wine but also to reveal its profound essence, given by its unique style that has made it an unique ambassador of Italy in the world.

<< The world asks us to be more and more international – said Arturo Stocchetti, president of the Consorzio del Soave – and this means both doing promotion abroad and  enhancing, here at home, our treasures to make them available to the millions of potential tourists passing by. This campaign takes us exactly in this direction >>.

The meeting between the Sicilian photographer Charley Fazio and Veneto’s lands of the Soave has some magic in it. In fact, the union between the photographer, geologist and artist and the volcanic soils at the east of Verona could not have be more right and productive. Fresh from his previous work titled “Places of the Soul,” the photographer embraces without a second thought the cause of the wine, son of those volcanoes that have marked the early part of his restless life in search of the right dimension on which to travel.

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