Campaign to help drive economic impact during shoulder season travel by inspiring visitors from oregon seven regions
PORTLAND, Oregon., September 19, 2022 /PRNewswire/ — Oregon Tourism Commission, dba Travel Oregonlaunched the second push of its ad campaign, The extraordinary is ordinary. Promoting the state’s stunning natural beauty, the campaign is expected to boost tourism in its seven geographic regions and help continue the state’s post-pandemic recovery while supporting shoulder-season travel. The campaign, produced by the creative team of from Portland Wieden + Kennedy, kicked off with nationally aired ads and global exposure at the Oregon22 World Championships in Athletics last July. The strategy behind the fall campaign is to reconnect with audiences reached this summer and invite them to visit during the shoulder season.
Some people say there’s nothing better than Oregon water, and we think that’s absolutely true.
“Oregon is a state where you can feel and experience things that you cannot anywhere else,” said Todd Davidson, CEO of Travel Oregon. “It’s a place where beauty is commonplace and where even the most ordinary things provide magical experiences. The campaign is designed to inspire travel during the fall and winter season – a time traditionally less traveled – and future trips are planned for next spring and summer.”
Creative for the campaign reaches to every corner of the state and reminds visitors and residents of all that is extraordinary in Oregon with a whimsical vision of three ubiquitous elements: rocks, water and soil. The video campaign combines live footage of real places and people with mixed media settings, as well as innovative animation techniques such as puppetry, Claymation and stop-motion. The digitally painted sets – referred to as “matte paint” in TV/film productions – were created by an internationally renowned artist Simone DeSalvatorewhose work has been featured on shows like “Game of Thrones” and in Wes Anderson movies like “Grand Budapest Hotel”.
Local brands are represented in several scenes, including Trew Gear, Columbia Sportwear and Pendleton. The ramen bowl is based on the signature dish of from Portland Afuri, and the beer is a real ale from Great Notion Brewing in Beaverton, called “Ripe”, a hazy IPA. The full list of actual locations featured in the campaign includes:
ROCKS
- Peak Paulina
- Lodge of the woods
- Mount Hood and Mt. Jefferson, as well as two of the three Three Sisters peaks
- Sumpter Valley Railway
- Blue Basin and John Day Fossil Beds
THE WATER
- crater lake
- Clear Lake
- Snape River
- Willamette Valley
- Portland Bridges and Portland Oregon Sign
- Afuri
- great idea
- Spirit of Portland
- Dragon boats
FLOOR
- deterrent orchard
- Mera Gardens
- Analemma Farms
- Columbia River Gorge
- Carman Ranch
- Wallowa Mountains
- Marys Peak
“Not a day goes by that we don’t become fascinated and deeply curious about the land we farm and the landscape we live in,” said Kris Fade, co-owner of Analemma Wines. “The way the vines grow in this incredible environment is a story we tell our customers every day, and one that Travel Oregon’s ‘Extraordinary is Ordinary’ campaign perfectly captures.”
Take a look at the ‘Extraordinary is Ordinary’ toolkit and get a behind-the-scenes look at how the campaign was created.
About Travel Oregon
Oregon Tourism Commission, dba Travel Oregonis a semi-independent state agency whose mission is to inspire travel that elevates Oregon communities. Collaborate with stakeholders to align as stewards of Oregonwe work to maximize economic opportunity, advance equity, and respect the ecosystems, cultures, and places that make Oregon… Oregon. Travel Oregon aims to improve the quality of life for Oregonians by enhancing the economic impacts of $10.9 billion the tourism industry, which employs more than 100,000 Oregonians.
SOURCE Travel Oregon
