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Sparkloft Media
The 'Travel Oregon with Travel Oregon' campaign champions the idea that the best way to experience Oregon is with a guide. By connecting travelers directly to Oregon guides, such as Eastern Oregon ranchers, Portland food tours, or playful 'Sidekicks’, we can showcase personalized adventures in sustainable travel, outdoor activities, and cultural experiences, deepening visitors' understanding and appreciation for Oregon. Conceptualized by Wieden+Kennedy, this campaign highlights uniquely Oregon experiences, while our social-first strategy amplifies this narrative and drives audience engagement.
To address the challenge of limited awareness of Oregon's diverse offerings, the campaign aimed to spotlight lesser-known destinations and activities, dispelling misconceptions and enriching travelers' understanding of the state. We began by adapting a large-scale production of Travel Oregon’s ‘Sidekicks’ —symbolic representations of Oregon— into social-first content. We paired these characters with content featuring real-life guides and lodging itineraries in order to create well-rounded, immersive travel experiences, that felt native to social platforms and encouraged travelers to book.
To genuinely connect with social audiences, we knew we needed to create a large suite of content that could speak to many different traveler interests and itineraries. From videos highlighting each guide's unique personality to showcasing distinctive lodging experiences and weaving in Travel Oregon's 'Sidekicks' to share stories, we crafted and deployed 44 diverse pieces of content across social platforms. This approach allowed for deeper storytelling and real-time optimization, resulting in 7.5M completed video views across content and 62.8K clicks directed to Travel Oregon’s website.
Understanding Oregon's diverse regions is crucial to grasp the campaign's scope. With seven distinct regions—from the captivating coastline to the majestic mountains and valleys and from the high desert to vibrant cities—each offers unique experiences for travelers. And, though each region is inherently different, it's important to consider Travel Oregon's overarching mission of uplifting communities and partners to be stewards of Oregon's ecosystems and make it an accessible and welcoming destination to all.
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