The Oregon Tourism Commission (Travel Oregon) and its agency, Portland-based Wieden+Kennedy, are introducing the "We Like it Here. You Might Too" campaign to encourage visitors to the state.
The concept is designed to give Oregonians a voice in a campaign that conveys not only what Oregon looks like, but what it feels like to visit. It's a brand for Oregon, made by Oregonians who care about Oregon. Its tone is confident and has a point of view. It's humble, a bit nonchalant and humorous, say Travel Oregon executives.
Some of Oregon's most visually compelling and interesting regions will be featured in the 15-second television spots, including Crater Lake, Mt. Hood, the Willamette Valley, Trillium Lake, the Southern Oregon Coast, Forest Park and Lake Billy Chinook.
Sticking with the campaign theme of Oregon as seen by Oregonians, 10 state residents star in the video spots with products from five Oregon brands.
The new campaign will include television spots on broadcast media and in cinema, outdoor advertising and an interactive website that invites consumers to share their favorite Oregon experiences. The TV spots will air in key "drive" markets: Portland, Seattle, San Francisco, Boise and Vancouver, B.C. Canada is Oregon's top international tourist destination.
On the digital side of things, the campaign will target "explorers" ages 25-54 with a specific set of values -- curiosity, research and learning, excitement and adventure -- and interests including cycling, hiking, visiting national parks and fine dining. The campaign includes video, banner ads, print, out of home, content partnerships, experiential, and search.
"Everything we do at Travel Oregon aims at maximizing the economic impacts tourism has on the state of Oregon," said Todd Davidson, CEO of Travel Oregon.
"According to the most recent ad accountability study through Longwoods International (2013), every $1 we invest in advertising generates $237 in visitor spending. You might think with such strong results we'd rest on our laurels, but we are driven to keep the creative fresh and relevant with our audience and implement efficiencies and enhancements that make our campaigns as impactful as possible."
This campaign is part of the 2015-17 biennial budget of $35.9 million, including $17.2 million earmarked for global marketing.
"Oregon is an inspiring, beautiful and geographically diverse part of the country and we want more people to explore and enjoy it," stated Eric Baldwin, creative director, W+K. "Oregonians are humble though, so we thought it would be fun to undersell the magnificence, that's how we arrived at 'We Like it Here. You Might Too.'"
Travel Oregon has worked with W+K for more than 25 years.