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NEW YORK Recognizing that many wine ads look and sound alike, Beringer plans to stimulate consumers’ imaginations with a “Beringer. How to get to Napa Valley” $10 million radio and print campaign breaking in November. The effort is the first for the company from Publicis & Hal Riney in San Francisco.
Radio ads give consumers detailed driving directions to local markets, such as Quincy Market in Boston, where they can purchase food and a bottle of Beringer.
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