# Travel Oregon with Travel Oregon Fall Campaign

### Portland + Fall Bounty Creative Takes Center Stage

The latest iteration of the *Travel Oregon with Travel Oregon* campaign launched on September 16, 2024 as Travel Oregon continues to invite travelers to experience Oregon in the best way possible—with the help of the local guides who know it best.

**What’s the strategic direction?**

The heart of the *Travel Oregon with Travel Oregon* campaign remains the same: to help travelers see *for* themselves a side of Oregon they would never see *by* themselves. And this year, we’re highlighting the unwavering spirit behind our people and places that will always make us proud to call Oregon home. We want to show the spirit of **fearlessness**, **experimentation**, and **imagination**, that has led to our past successes and will drive our future ones. The tone of this campaign remains welcoming and proud with a strong call-to-action that leans into travelers’ desire for new and unique experiences and spotlights the spirit of Portland and Oregon.

**What’s the call-to-action?**

From September 16 to December 31, the campaign will be focused on **reframing the narrative around Portland and driving overnight leisure visitation throughout the fall** **as well as celebrating the rich autumnal bounty of Oregon. **

The Portland segment of the campaign runs from September 16 through November 30 and the creative throughline is: **Portland has the guts to go for it**. In Portland, people have the space, support, and guts to go for it. So, they do. When Portlanders have an idea, they try it. That’s why our sneakerheads open coffee shops. That’s why we transform old high schools into dog park-restaurant-rooftop-concert-halls.

We know that 50% of travelers are looking for new and unique experiences and there’s no better place to find both than in Portland. This fall, we’ll invite visitors to **try something Portland.**

Beginning in early November, we will also be inviting visitors to **try something Oregon **by experiencing Oregon’s fall bounty.

**How will this campaign show up in market?**

Our media goals are to drive awareness among all key markets and to tell our story when Portland will be top of mind (i.e. during a University of Oregon football game or targeting brand-safe news outlets) to reignite Oregon’s love for Portland. While our hero creative will initially focus on Portland, our content will have statewide representation within our creative produced by agency partners throughout the fiscal year.

Advertising Details:

- Timing: September 16– December 31
- Target: Immersive Guest
- Primary A25-64 + Secondary BIPOC A25-64
- Markets: Oregon, Seattle, Spokane, Yakima, Boise, Chico-Redding, Eureka, Vancouver B.C., San Francisco, Sacramento, Phoenix, Reno, Denver, San Jose, Twin Falls, Billings, Las Vegas, Honolulu, San Diego, Fresno, Monterey-Salinas, and Los Angeles
- Tactics: Online video; Audio; Digital Video; Online Travel Agency; Social Media; Search; Display

Learn more by reviewing the media plan.

**What about the creative?**

Portland-focused media will feature 3 x :15 second ads and interviews on TravelOregon.com spotlighting three remarkable Portlanders who embody the spirit of this campaign:

- Jenny Nguyen of The Sports Bra. Watch the film and read interview.
- Peter Cho (and family) of Han Oak. Watch the film and read interview.
- Andrea Kleiner, a certified forest therapist in Forest Park. Watch the film and read interview.

Beginning in early November, we will be featuring fall bounty creative. We will add details once confirmed and links to corresponding assets here when available.

**Social Media:** This campaign will have robust content promotion on Travel Oregon social media channels as well, with the team creating a lineup that supports Portland experiences, shopping, events and food in English and Spanish language.

**How to use the creative:**

- Take a look at the style guide to see where you can leverage Travel Oregon’s placement in key markets.
- If you would like to learn more and request additional assets, contact kelda@traveloregon.com.

**Need some tips?**

- Learn how to share videos on Facebook.
- Learn how to embed videos from YouTube.
- If you have additional questions or comments, contact kelda@traveloregon.com.

**Take advantage of these resources:**

- Add or update your free listing on traveloregon.com (include a photo, if possible).
- Sign up to receive our Industry Newsletter for campaign updates.
- Consider participating in Travel Oregon’s Ad Network.