The document targets hipster urbanites aged 30-50 in Portland and Seattle who appreciate authentic experiences. It describes Pendleton, Oregon as a one-of-a-kind Western town with a vibrant downtown community catering to tourists interested in horse and saddle culture. An integrated marketing campaign would feature a video about two hipster couples from Portland discovering Pendleton's authentic western culture through exploring its artisan shops, dining, craft beverages and retro atmosphere on a two-night stay.