Definition: Office des Vins Vaudois, Lausanne (OVV)

The official body for promoting wines from the canton of Vaud, based in a charming winegrower's house in the hills above Lausanne. It is responsible for everything that contributes to promoting Vaud wines. The OVV is the ambassador for Vaud wines.

In the early^21st century, young adults, mostly from urban backgrounds, who are fickle and fond of exoticism, are constantly seeking new experiences, to which the OVV aims to offer a real response. After launching the current image of the wines of the canton of Vaud, the OVV is now proposing a new communication strategy that it has designed to be perfectly in line with the redefined profile of our society.

The OVV's new objectives are:

- to improve the image and reputation of Vaud wines in Switzerland, particularly in German-speaking Switzerland;

- to raise awareness among end consumers of the existence of Vaud wines in Switzerland, particularly in German-speaking Switzerland;

- to strengthen communication and information;

- to raise awareness among strategic players of the excellence of Vaud wines (HORECA - hotels, restaurants, cafés; retail trade; mass distribution);

- bring together stakeholders/partners from the Vaud wine industry.

To achieve this, its objectives are:

- to aggressively differentiate "Vaud wines" from the competition;

- to focus advertising and promotional activities on the end consumer.

The action plan, as redefined in 2003 to meet the major challenge it faces, highlights the following key principles:

1. communicating in the market by promoting Vaud wines for more than 60 days in the field (fairs, exhibitions, events);

2. Inform consumers through all means of communication (cinema adverts, posters, print media, press relations, etc.).

3. Uniting all the driving forces behind the vineyards through communication materials and promotional platforms.

To rejuvenate the communication of Vaud wines and create an emotional connection between the product and the consumer, the advertising approach aims to raise awareness, charm and, above all, arouse the curiosity of young adults, who are potential new consumers and demonstrate mobility, inventiveness and creativity. By adopting a new direct, cheerful and uninhibited language, the OVV aims to give them a different image of Vaud wines, while responding to their expectations of discovery and spontaneous pleasure. This approach highlights the highlights of the day, taken from active life or leisure activities. In a palette of emotions that includes intensity, colour, simplicity, magic and the flavour of shared moments, pleasures are presented equally for men, women and friends.

For example, the OVV publishes a wealth of information on wine tourism. The OVV organises the renowned "Concours Jean-Louis" competition as part of the Comptoir Suisse, which each year selects the best taster of wines from our various wine-growing regions from among many amateur competitors, who is awarded the title of "Chapeau Noir". The OVV manages relations with the press, keeping journalists informed of its activities. As publisher of the beautiful magazine on the Vaud wine economy, "Le Guillon", the OVV maintains contact with a wide audience of enthusiasts, as well as with all members of the "Confrérie du Guillon", through a dual edition in French and German. The OVV's budget is financed by a subsidy per square metre levied on all vineyard owners in the canton.

Each Swiss wine-growing canton has a promotional office for its wines.

Useful information: Office des Vins Vaudois, Avenue des Jordils 1, CP 1080, 1001 Lausanne

Tel.: 021 614 25 80 and Fax: 021 614 25 81

Email: info@ovv.ch