St. Ann's Wine Event is an annual wine tasting to benefit the senior citizens of St. Ann's Community in Rochester, New York. When the event began, it was a casual occasion—an affordable price for an incredible value, featuring hors d'oeuvres and a large selection of fine wines from all over the world. As the event evolved over the years it started to become a formal occasion with higher price points and a full course dinner menu including wine pairings. While this progression sounds ideal, St. Ann's noticed a major decrease in participation.

 

For this year's event, St. Ann's wanted to bring back their loyal patrons as well as maintain some of the new guests from the formal events. They decided on 2 different price levels, 1 which includes a fine dining menu and wine pairing, and another including their original affordable price for the tasting event only.

 

The concept of the visual campaign, "Like our finest wines, we're getting better as we age", was to tie in the relationship between the wine event and the senior citizens of St. Ann's Community. Wine is known for its aging process and only getting better over time. The same can be said for the seniors of our community, gaining knowledge, experience, and wisdom as they age. Even St. Ann's wine event is maturing as the years progress, trying to become better and better with time.