2004 Wine Oscar Awarded to Vinitaly
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The prestigious 2004 Wine Oscar award, awarded by the Associazione Italiana Sommelier (AIS, or Italian Sommelier Association) to Vinitaly and VeronaFiere for the Shakespearean slogan“Vinitaly - Another Love Story in Verona” inspired by Romeo and Juliet.
The promotional campaign developed by Verona's "Prospecta Agency" for the 38th Vinitaly Annual, received the 2004 Wine Oscar award for the category "Best quality wine advertising campaign". The Wine Oscar event is organized by the AIS, or the Italian Sommelier Association, and the wine magazine Bibenda. The event took place in Milan on June 14, 2004, as part of the three-day MiWine trade show.
The nomination for Vinitaly and its tag line "Vinitaly - Another Love Story in Verona", inspired by Romeo and Juliet, was granted by 25 thousand votes by the AIS' Duemilavini wine Guide and Bibenda wine magazine readers, as well attendees of the Vinitaly event in Verona.
"We are delighted to have received this award, an acknowledgment of the efforts and hard work performed by our Exhibition Center," said Giovanni Mantovani, General Director of VeronaFiere, the organization that develops the Vinitaly Annual event. "The promotional campaign was part of a "Welcome Program" for exhibitors and visitors attending the Vinitaly that involved the whole city of Verona, featuring billboards in all the city's piazzas, the airport, the railway station and highway exits, as well as posters exposed by restaurants, stores and taxis"
"The slogan makes reference to one of the most widely known literary symbols of the city," continued Mantovani, "thus creating a unique link between the love for wine and the universally known love story between Romeo and Juliet. We are absolutely delighted that this 'message' appealed not only to the general public but also to trade operators. We'll take the campaign around the world to the Vinitaly Moscow on June 24, 2004, the Vinitaly US Tour (October 26, 2004 in Miami and October 28, 2004 in San Francisco), and Vinitaly China (Shanghai November 24-26, 2004)," Mantovani went on to say.
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