Seven Wonders of Oregon Campaign Creative Analysis

1. FINAL TERM TEAM PROJECT
MKTG340 – FALL 2015
Alexandria Townley, Sara Kirkpatrick, Francesca Perry

2. Campaign Overview
The 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
”

3. Market Analysis
Over 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.

4. 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

5. 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

6. Audience Analysis
Psychographics:
• 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

7. 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

8. 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

9. 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

10. 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

11. WeaknessesStrengths
Creative Concept
The 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.
“
”

12. • “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

13. 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

14. 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.

15. “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

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

17. 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

18. Paid and Owned Media
Their 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:

19. 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

20. Earned Media
Travel 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.

21. 7 Bikes for 7 Wonders
Travel 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.

22. Results
Travel 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.

23. “
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