Travel Oregon Showcases State’s Regions and Attractions in National Advertising Campaign: Extraordinary is Ordinary

Marketing campaign to assist enhance financial impression throughout shoulder season journey by offering inspiration for visiting Oregon’s seven areas

PORTLAND, Ore., Sept. 19, 2022 /PRNewswire/ — The Oregon Tourism Fee, dba Journey Oregon, has initiated its second push of its promoting marketing campaign, Extraordinary is Strange. Selling the state’s beautiful pure magnificence, the marketing campaign is about to drive tourism to its seven geographical areas and assist to proceed the state’s restoration from the pandemic whereas supporting shoulder season journey. The marketing campaign, produced by the inventive staff at Portland’s Wieden + Kennedy, kicked off with nationwide broadcast commercials and world publicity throughout the World Athletics Championships Oregon22 this previous July. The technique behind the autumn marketing campaign is to reengage with the audiences reached this summer season and invite them to go to throughout shoulder season.

“Oregon is a state the place you may really feel and expertise issues you may’t anyplace else,” mentioned Todd Davidson, Journey Oregon CEO. “It is a spot the place magnificence is commonplace and even essentially the most odd issues present magical experiences. The marketing campaign is designed to encourage journey throughout the fall and winter season — a historically lesser traveled time — and future journey being deliberate for subsequent spring and summer season.”

Inventive for the marketing campaign extends to each nook of the state and reminds guests and residents alike of all that’s extraordinary in Oregon with a whimsical tackle three ubiquitous parts: rocks, water and soil. The video marketing campaign combines live-action footage of actual locations and folks with blended media settings, in addition to revolutionary animation strategies akin to puppetry, Claymation and stop-motion. The digitally painted units — known as “matte work” in TV/movie productions — have been created by internationally acknowledged artist Simone De Salvatore, whose work has been featured in reveals like “Recreation of Thrones” and in Wes Anderson movies like “Grand Budapest Resort.”

Homegrown manufacturers are represented in a number of of the scenes together with Trew Gear, Columbia Sportwear and Pendleton. The bowl of ramen is predicated on the signature dish at Portland’s Afuri restaurant, and the beer is an precise beer from Beaverton’s Nice Notion Brewing, known as “Ripe,” a hazy IPA. The total checklist of real-life places featured within the marketing campaign embrace:

ROCKS

• Paulina Peak
• Timberline Lodge
• Mt. Hood and Mt. Jefferson, as properly two of the three peaks of the Three Sisters
• Sumpter Valley Railroad
• Blue Basin and John Day Fossil Beds

WATER

• Crater Lake
• Clear Lake
• Rogue River
• Willamette Valley
• Portland bridges and Portland Oregon Signal
• Afuri
• Nice Notion
• Portland Spirit
• Dragon Boats

SOIL

• Detering Orchard
• Le Mera Gardens
• Analemma Farms
• Columbia River Gorge
• Carman Ranch
• Wallowa Mountains
• Marys Peak

“There’s not a day that goes by that we aren’t mesmerized and prompted to turn out to be deeply curious concerning the land that we farm and the panorama we reside in,” mentioned Kris Fade, co-owner of Analemma Wines. “How the vines develop on this unbelievable atmosphere is a narrative we inform our friends day by day, and one which Journey Oregon’s “Extraordinary is Strange” marketing campaign captures the essence of completely.”

Check out the “Extraordinary is Strange” Toolkit and a behind the scenes glimpse of how the marketing campaign was made.

About Journey Oregon

The Oregon Tourism Fee, dba Journey Oregon, is a semi-independent state company whose mission is to encourage journey that uplifts Oregon communities. Collaborating with stakeholders to align as stewards of Oregon, we work to optimize financial alternative, advance fairness and respect the ecosystems, cultures and locations that make Oregon… Oregon. Journey Oregon goals to enhance Oregonians’ high quality of life by strengthening the financial impacts of the state’s $10.9 billion tourism business, which employs greater than 100,000 Oregonians.

SOURCE Journey Oregon