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      7 Wonders of Oregon      

7 Wonders of Oregon

 

This is some of the strongest work for Travel Oregon in our 25-year history of working together. What I really like about the creative, aside from how damn beautiful Oregon looks, is it gives people a checklist of things to see and do.
— Dan Wieden, chairman of Wieden+Kennedy

As brand strategist for Travel Oregon, I spent the better part of the past 2 years working with the fine team at Travel Oregon, Wieden+Kennedy and many others on the 7 Wonders of Oregon campaign, the most successful campaign the state has ever run.

The success was rooted in a powerful creative concept—that whoever named the 7 Wonders of the world must have never set foot in Oregon.  Match that with a savvy media strategy and we were golden.

We worked with Google to identify peak periods for search terms related to travel to Oregon; our theory was that if we shared the right message during this peak we’d have a significant opportunity to influence traveler’s destination choice.  We awed them with the 7 Wonders of Oregon at a moment when they were most open to dreaming about travel. 

A spot-on mix of cinema, digital and social media advertising, full integration in our channels, outdoor influencers instagram takeover, and brand aligned partnerships with Alaska, The Clymb, Poler Stuff and others encouraged people to visit Oregon and hashtag their adventures #traveloregon.  We pulled those photos into our website, creating an inspiration resource for future travelers. 

Results:

·      All time record high for response rate first month of a campaign – up 29% over previous record, then broke the record again the final month of the campaign up 50% (471k)

·      43% increase in organic search

·      80k new facebook followers, 20k new instagram followers, 4.2 million likes on photos hashtagged #traveloregon; 176k photo comments

·      120,000 new fans in our our channels (enews, etc.)

 
 

Travel Oregon 

 
There are few places on earth, and even fewer in the United States, whose mention evokes an image of a lifestyle and a type of individual the way Oregon does…(the brand campaign) showcases what is most loved about the state by those of us who live here and what is most longed for by those who do not. A ruggedness. An intelligence. A respect for the environment. And a wildness of land and spirit that is lacking elsewhere.
— Craig Wessel, Editor Portland Business Journal
 
 
 

 

            Oakridge

WRC

RTS

RCMP

Oregon Travel Philanthropy Fund

(toolkit) sparkloft