The Hunter Valley has launched a rebranding campaign created by Strategy Design in an effort to refresh and contemporise the premier wine district as a tourism destination.

Featuring tag lines such as "Breathe a little deeper, laugh a little louder, love a little more," the campaign merges traditional and modern marketing methods, highlighting the old with the new. It aims to encourage an 'embrace' of the regions' history and unique wine styles, while challenging previously held perceptions of the area.

A joint initiative by Hunter Valley Wine Country Tourism (HVWCT) and Hunter Valley Wine Industry Association (HVWIA), the campaign includes an extensive social media rollout running promotions, competitions and general discussion through online channels including Facebook, Twitter, YouTube and individual bloggers. Exclusive experiences and promotions will also be offered through the introduction of a Hunter Valley passport, available in digital and printed format.

Geoff Courtman, design director for Strategy Design said the decision to use black and white images with narrow strips of hand painted colour graphic language was a very considered one.
"We tried to get away from the cliché full colour, rolling green hills, vivid sunset sort of thing," he said. "We concentrated more on unexpected photography to capture a mood using abstract shapes and out of focus techniques to distance it from the picture postcard image."

The use of black and white was also used in a nod to the heritage of the area as the oldest wine region in Australia.
"We wanted to give it a historical perspective, but also the impression of simple sophistication. It has an element of fashion styling to it also but essentially it was part of the classic, understated approach we took," Courtman said.

Dean Goddard, executive manager of the HVWCT said that consumers valued brands that gave them a sense of connection.
"The Hunter Valley is is a sophisticated, exciting and authentic place with real people characterised by a special tenacity, passion and wisdom that comes from a rich history. This rebrand aims to demonstrate that the Hunter Valley is in touch with contemporary lifestyle," he said.