- The Washington Times - Monday, September 16, 2002

Maryland wineries have banded together for their first joint promotional campaign urging people to ask for the region's wines.
Since July, about 80 retailers in the state have had store and shelf signs and decals directing customers to "Ask for Maryland Wine." An additional 90 stores will display the promotional materials by next month.
"The most important thing is to make people aware of Maryland wine," says Steven Himmelrich, president of Himmelrich Inc., which is handling the marketing. "We're concentrating our marketing efforts on retailers and restaurants."
There are 300 stores that carry Maryland wines and at least 75 restaurants that feature the region's brands.
"What we need is to blow our own horn a bit so Maryland is established as a credible wine region," says Rob Deford, president of the Association of Maryland Wineries and owner of Boordy Vineyards in Hydes. "We have to earn our place in a competitive market."
The Ask for Maryland Wine campaign was made possible in part by a $50,000 grant from the Maryland Department of Agriculture. The state's 12 wineries contributed an additional $25,000.
"It's a call to action," Mr. Deford says. "We'll build demand through familiarity."
He says it has been easy to pass the idea of the campaign on to retailers, who see it is an opportunity to increase store sales.
Along with this campaign, Maryland wineries continue to attend festivals and host events to get their brands in front of wine drinkers. Eleven wineries will be featured at the Maryland Wine Festival this weekend at the Carroll County Farm Museum in Westminster.

Ad Council honors King
The Advertising Council will create a national public service advertising campaign to support the development of a national monument honoring Martin Luther King.
The Washington D.C. Martin Luther King Jr. National Memorial Project Foundation is in the process of raising the $100 million needed to build the monument, which will be located on the National Mall along the Tidal Basin. The Foundation has until November 2003 the tentative date for the groundbreaking to raise $50 million. Twenty million dollars in cash and pledges already have been raised.
Ad Council's public service announcements will begin running nationally in early 2003.
This is the second Ad Council campaign to promote a national memorial. The group also created ads starring actor Tom Hanks for the World War II Memorial. Those ads ran in 1999 and 2000.

New wins
The Cyphers Agency, based in Annapolis, won three accounts worth a combined $1.5 million. The agency will provide advertising services, including product launch and brand development, to Alexandria-based Barnes Furniture and Annapolis-based HelperSoft, a software developer. The agency also will provide advertising and public relations services to the Fountainhead Title Group in Columbia, Md.
Donna De Marco can be reached at 202/636-4884.


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