The previous Oregon Tourism campaign was starting to look like that of every other state’s campaign—a pretty picture and a headline. But more importantly it wasn’t doing a good enough job communicating the idea.
So when we were challenged with rebranding the State of Oregon, we started by talking to people to try to find what really made Oregon place special. We came up with the tagline “Oregon. We Love Dreamers,” which we thought did a good job of showing the idealism that is still alive in Oregon.
Over seven years we told stories of dreamers throughout the state.
From Ashland up to Bend over to Hood River and beyond.
The Book of Oregon
The Oregon Escape
Mysteries of the Oregon Outback
The Oregon Chef
The Oregon Daredevil
The Oregon Thespian
The Oregon Beer Lover
On the 20th anniversary of Travel Oregon’s relationship with Dan Wieden, we created a limited-edition book. A series of maps from the book evolved into a campaign of dream road trips around the state.
Illustrated maps created to guide and inspire visitors.
Willamette Valley Voyage.
Oregon Coast Quest.
Central Oregon Venture.
Southern Oregon Trip.
Tastebud-Centric Extravaganza detail.
Stories about Oregon Dreamers.
The Oregon Golfers
The Oregon Cyclists
The Oregon Daredevils
This small-budget account was a labor of love for eight years. Which made it all the more gratifying when the campaign received awards from Cannes, D&AD and the Webby’s.
“It’s more than marketing the state as a product. It’s more about marketing a way of life, a culture, a set of values that inform the kinds of products that come out of the state and the people who live here.”
President, Wieden + Kennedy