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Holly Macfee, Principal, Lookout

After 16 years working around the globe for the Walt Disney Company (with positions including Director, International Marketing and Sales, Disney Theme Parks, and Director, Brand Synergy, Walt Disney Studios), I took a leap of faith, left the mouse, and along with my husband Paul chose Oregon as the place to raise our family. Without knowing it, we were Oregon Dreamers, not unlike the folks featured in the campaign I would soon be working on. We were drawn to Oregon as a place where people seemed to value what mattered most--an Eden of natural beauty and each other. Blueberry picking, Douglas Fir gazing, coast wandering, waterfall trekking...we've indulged in our spectacular state's outdoors and indoors, with some of the best food and drink in the country. Sound like heaven? It is. 

For the past 11 years, most recently as Vice President, Global Brand Strategy for Travel Oregon (the state tourism office), I’ve helped shape Oregon’s voice as a destination. Collaborating with the phenomenally talented Travel Oregon team and outstanding creative partners like Wieden+Kennedy, I launched Oregon. We love Dreamers.Oregon Bounty, the state’s culinary tourism campaign and two-time winner of best overall campaign in the country from the US Travel Association; and the 7 Wonders of Oregon, the most successful tourism marketing campaign the state has ever run.

I’ve worked in communities across Oregon on destination development, marketing planning and creative materials, developing everything from brand guidelines to digital content to marketing channel strategies. I love helping places discover their voice and communicate their rich, authentic experiences to the world.  Let me know your business challenges, and I'll put together the perfect, turn-key team to meet your needs.

Here are some of my clients:  Travel Oregon, Salt & Straw, Discover Klamath, Oregon Wine Board, Domaine Drouhin

Holly’s brand strategy work with the Travel Oregon team has helped grow Oregon’s tourism business over the past decade, and influenced how people visualize and experience Oregon today. She delights in pouring herself into the creative process, thrives on driving projects through to completion and is passionate about the destinations that she serves.
— Todd Davidson, CEO Travel Oregon
I worked with Holly for over ten years in her Brand Strategy role at Travel Oregon. Holly always brought great strategic insight and enthusiasm to the creative process that helped us get to better work. She worked tirelessly to help travel industry partners develop their brand communications skills, which amplified the work we did at W+K.
— Ken Smith, Account Director, Wieden+Kennedy
Holly was the primary motivator behind our region’s brand development. Her leadership provided an opportunity for a diverse group of people with intense opinions, but united in their love of place, to come together in a message that ultimately resonated with locals and visitors—not an easy task! Holly’s leadership took us through the technical aspects of marketing, and her ability to connect with the people and unique culture of the region by listening, absorbing and guiding served us, and her, well.
— Alice Trindle, Executive Director Eastern Oregon Visitors Association
Holly has always been the consummate professional, approaching each project with
a productive blend of creativity and strategic thinking. She has intuitive consumer instincts and can evaluate many sides to a challenge and distill them into an executable plan.
— Ron Kollen, SVP International Disney Theatrical Productions
I worked with Holly for years. Holly was more than a client, she was a shepherd. She knew the ins and outs of getting your ideas up the food chain through the tricky landscapes of red tape you didn’t even know existed. But most importantly, she knew how to sincerely say ‘thank you.’ Holly knew when to stay out of the way and let creatives be creative. Letting talented people be talented. And that ultimately made me work harder for her.
— Chris Thurman, Art Director, Apple

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Pictured at top: I lived in Paris for 5 years as a copywriter & special projects manager on the start up team for Disneyland Paris.