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.
· 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.)
Oregon Travel Philanthropy Fund