FINAL TERM TEAM PROJECT MKTG340 – FALL 2015

Alexandria Townley, Sara Kirkpatrick, Francesca Perry

Campaign OverviewThe Seven Wonders of Oregon campaign was designed to inspire explorers to visit Oregon’s most iconic sites, and many points of interest in between. The campaign is here to inspire the adventurous, the curious, and experience- driven travelers between the ages of 25-64. . The campaign’s primary goal is to encourage economic growth and to enhance the quality in life in Oregon through a strengthened economy. The campaign was beautifully done through Wieden+ Kennedy, located here in Portland, OR.

“This is where I grew up. This is where I learned about life. And this is where

I’ve done the work I am destined to do. Its an honor to represent this client.

- Dan Wieden, Co founder of Wieden+ Kennedy

”

Market AnalysisOver the last 40 years, trends in the market have

nationally shifted towards guiding consumers into living a healthy lifestyle. These trends have created a niche for marketers to capture consumers interested in the benefits of outdoor activities and environmentally-friendly fun. This market includes consumers who value sustainability and seek the outdoors as a way to de-stress from their hectic everyday lifestyles.

Internal and External Forces

Competitive Forces

Oregon is surrounded by states filled with natural wonders of their own; it borders the state of Washington, home to the Olympic coast and Mount Rainier, the sunny side of the Columbia Gorge, Lake Chelan, Grand Coulee country, North Cascades and Alpine Lakes. Also, California, which has their own natural wonders with the Big Sur coast, Mount Shasta, Redwood coast, Lake Tahoe, Death Valley, Yosemite and the high Sierra.Oregon’s alignment with these sister states forces the constant competition when competing for tourist dollars and interest.

External:

Inclement weather conditions (e.g. Conditions impeding visitor’s travel and safety)Natural Disasters

Internal:

Funding for tourism marketing and advertising

Travel Oregon’s problem surfaced with the decline of tourism within the state. Their mission was to resolve this problem by encouraging economic growth and to enhance the quality of life in Oregon. In order to do this, their marketers identified tourism opportunities throughout the state, all of which correlated to the marking efforts used within the Seven Wonders of Oregon campaign.

Travel Oregon’s marketing strategies were designed to inspire Oregon travel through the following objectives:

· Reducing seasonal fluctuations in travel and tourism-related industries· Lengthening the average stay by encouraging visitors to be destination-oriented· Encouraging visitation from international markets

Market Problem

Market Objectives

Audience AnalysisPsychographics: • Active Adventurers• Influential Vacationers• Green Advocators • Tech Savvy• Fun Seekers

Demographics: • Median Age 44 (Skew

25-65)• Retirees• Spends $1000 or more

per year on travel, on average

Geographics:• Primary: West Coast • Secondary: New York,

and Vancouver, BC

Target Audience:

High yield, experience-hungry travelers who are

likely to be receptive to their marketing

Fact #2:People love to share photos on social

media.

Fact #3:Online videos motivate people to travel.

Fact #1:Travelers are inspired by friends, family,

colleagues, social media, and the internet.

Oregon Travelers are interested in travel experiences which highlight Oregon’s

abundant outdoor recreation, rich cultural heritage, significant national historic sites,

culinary richness, broad range of attractions and stunning natural beauty.

Key Insights

Travel Oregon is currently positioning its service through ‘self-image’ advertising. It appeals to its target audience by using emotional triggers by

incorporating meaningful photography into their ads. In doing this, their audience can imagine themselves using the service, and this encourages them

to want to experience Oregon for themselves.

Brand Positioning

Travel Oregon’s positioning is currently successfully reaching their target audience, since they are using the following strategies to reach their audiences:

• Inspire: Appeal to travelers when they are open to inspiration

• Share: Amplify natural love of sharing and paying it forward

• Innovate: Target explorers and innovate in the usage of social media

Brand Positioning

Brand Values

The Seven Wonders of Oregon campaign was based on the notion that whoever came up with the list of the Seven Wonders of the World never actually visited Oregon, because none of Oregon's natural wonders made the list. The state boasts some of the most unique outdoor activities in the USA. To really know Oregon, you have to get out and experience it. Experiencing and exploring everything Oregon has to offer is near and dear to Oregonians’ hearts.

Protecting and preserving our natural wonders

Values the opportunity for outdoor recreation

Recognizes the beauty of the great outdoors

Values a Healthy lifestyle

Weaknesses

Strengths

Creative ConceptThe campaign’s success is rooted in the creative concept that whoever named the Seven Wonders of the World must have never set foot in Oregon.

Mantra:There are Seven Wonders of the World. And not a single one of them is here in Oregon. All we can figure is whoever came up with the list must have never

set foot here. So we see your Wonders, world. And raise you Seven of our own.And we invite you to come experience

them.

“ ”

• “Seven Wonders of Oregon” Logo: Included in a TV spot and feature videos, this logo represents the campaign as a whole and features hand lettering for copy and is an all-white color

• Individual “Wonder” logos: Each individual logo uniquely represents each “Wonder” using a hand drawn line drawing

• Adventure trail map graphic: Contains three simple hand drawings between a trail path that leads off the page to represent the adventure’s continuance

• Image: Focal point of print ads. Uses bold contrasted colors to trigger emotion

These elements all work together to create the unique, quirky design that is associated with Travel Oregon. The hand written font, as well as the hand drawings, are both done by the same artist to keep the elements flowing seamlessly.

Graphic Elements

Travel Oregon used rich color palettes with high quality photos that capture the colors of Oregon. The image of the focused wonder is used as a focal point, with a white “Wonder” stamp that creates a unique yet unified logo for all of the Seven Wonders. There is no use of negative space in this campaign.

Color Use

Emotional Trigger

The copy triggers a sense of curiosity and adventure by using a thick brush stroke for the location name, and a thinner stroke for the description, both using the same quirky, appearing-to-look-handwritten, font. The stamp, also using the same casual font, perfectly captures the location with a seemingly simple thin line drawing created in white color. On each print ad, there is also a mini-adventure doodle, that shows you some of the neighboring places you can visit that are close to the wonder, and are just as wonderful. The focal point of the ads, the image of the wonder, triggers emotion by being inherently inspirational. These images sell themselves.

“Wild, Adventurous and

Inquisitive” Travel Oregon describes Oregonians to be wild, adventurous and inquisitive. Throughout all their elements, they reveal Oregonians and their visitors to appreciate craftsmanship, the simplicity of natural beauty, and a wild side. Travel Oregon is calling out to all thrill seekers, wanderers, and experience hungry people to help continue creating awareness of what this beautiful state has to offer.

Audience Insight

The Key Media that was used in this campaign: Campaign Website, TV Commercial, Print Ads

Media Strategy

Weakness

• Beautiful and Inspiring Photographs • Quirky and High-Contrast copy • Simplistic Illustrations • Strong collaboration between native novelties of Oregon and tourist appeals

Strengths

• Shortage of funding for tourism promotions

Paid and Owned MediaTheir paid/owned/earned media highlighted the Seven Wonders of Oregon through incorporating TV commercials, social media integration (Instagram Photos), and creative online content to attract tourism to Oregon. Their media strategy was centered around the involvement of their travelers, rather than the traditional snap photographs of tourist scenery. Travel Oregon wanted to proactively engage with their outdoor enthusiasts during real-time activities in biking, hiking, surfing, drinking, and even eating.

Print Ads:

Campaign Website: Seven Wonders of Oregon Website

Media Links

TV Spot: Seven Wonders of Oregon TV Spot

Print Ads: Seven Wonders of Oregon Print Ads

Earned MediaTravel Oregon used its social platforms to share video and creative content, as a way to encourage Oregon travelers to share their own photos on Twitter and Instagram with the hashtag #TravelOregon. In turn, Travel Oregon gained an extensive amount of earned media from its followers.

7 Bikes for 7 WondersTravel Oregon launched a secondary campaign expanding on The Seven Wonders of Oregon, known as the 7 Bikes For 7 Wonders. This campaign asked seven of the best bike builders in the state to build one-of-a-kind bicycles, one for each of their Wonders. Throughout the entirety of this campaign, each week Travel Oregon hid one of the bikes at the Wonder for someone to find, ride, and own a piece of Oregon.

ResultsTravel Oregon introduced its Seven Wonders of Oregon campaign in March 2014; it was supposed to be a five-month-long initiative-focused campaign highlighting a few key regional markets. Now, over a year and a half later, the campaign has expanded and has gone global, thanks in part to their quirky website, and the simple fact that travelers love lists of beautiful places. The economic impact of the campaign contributed to nearly a 10 percent growth in statewide lodging revenue in 2014 over 2013, an increase of more than 120,000 social media followers, and a record number of unique visitors to its website. it also generated $10.3 billion and directly employed more than 101,000 Oregonians, with international travel up nearly 9 percent over 2013. Travel Oregon’s success with the Seven Wonders campaign has led to consumer requests for Visitor Guides and information for every tourism region of the state was up 28-49 percent over 2013, indicating that more potential travelers are acting on their intentions to choose Oregon as their vacation destination for 2014.

“Oregon is a place for adventure, and our Seven Wonders inspire countless

ways for travelers to immerse themselves in the beauty and grandeur

of our state

”- Todd Davidson, CEO of Travel Oregon