Bringing big ideas to small places on a tight budget is a sweet spot for Lookout. Ever been to the Southern Oregon Coast? (Check this out and start making plans!) As Travel Southern Oregon Coast’s agency of record, we’ve helped build the destination from the ground up with brand development, digital campaigns, a new website, CRM and on and on.
When our client said they wanted to “go big” on Mountain Biking (they’d just completed Whiskey Run Trails, 64 epic, single-track flow trails near Bandon, Oregon), we said, “Oh yeah, we can do BIG!”
We pitched and executed a year-long push, strategically weaving the new Whiskey Run Trails (WRT) messaging into every channel in their toolkit. Anchored in high impact, whimsical illustrations by artist Chris McNally, we were confident that mountain bikers would respond to our invitation to try out our trails. Year-long campaign elements:
• Whiskey Run Trail print maps illustrated by influential bike-loving artist Chris McNally, distributed at bike events and bike shops in multiple target cities, and up and down the coast
• Brand campaign animating quirky elements of the map, with videos like this and this, plus digital display and social ads
• WRT kids’ coloring pages at Oregon Coast Welcome Centers
• Yearlong rotating content with unusual angles to storytell the experience
• Whiskey Run Treasure Hunt Social Campaign - themed socks and merchandise hidden on the trails for riders to find and post about
• Exclusive partnership with Coos Bay’s 7 Devils Brewery to produce and sell “Gnomewrecker IPA” featuring Whiskey Run art, with part of the proceeds donated to supporting the trails ($20k donation and counting). The beer is so popular they are producing it for a second year
• Merchandise: Socks, water bottles, t-shirts, coasters
• Hosted bike-fluencer and media fam during the weekend of the Whiskey Run Festival featuring rides with the trail builder, sunset kayaking and crab feast, learn to watercolor on the beach with Whiskey Run artist Chris McNally, paint your own gnomes, compete in Ride the Dirtwave flow duro challenge and more
Team: Holly Macfee, Dani Guralnick, Andrew Dickson, Kay Zerr, Chris McNally, Dylan VanWeelden, Sierra Domaille, Jeremy Dunn