Oct. 20, 2021                                                                                                                                                                                      

Oregon, Only Slightly Exaggerated

This week, Travel Oregon launched its first out-of-state advertising since the start of the pandemic with the return of its successful cinematic, animated “Only Slightly Exaggerated” campaign. As the fall and winter seasons approach, communities are dependent on visitor spending more than ever. Travel Oregon’s campaign welcomes everyone to dream ahead and plan memorable Oregon experiences that help support businesses across the state, all while reinforcing messages of safety and kindness to hospitality staff through stories on traveloregon.com and social media channels.
Continuing the visual narrative of the agency’s most successful campaign to-date – the original film received more than 38 million views — the new 1:45 minute ad sweeps viewers through the state’s natural wonders and thrilling adventures, introducing a cast of real Oregonians representing the heart and soul of the state. From CJ McCollum and Bill Walton toasting at a scenic Willamette Valley winery, to George Fletcher in the saddle at the Pendleton Round-Up, the people and places of Oregon are artfully brought to life.
Creative was brought to life in collaboration with long-time advertising partner Wieden+Kennedy with animation by Psyop and Sun Creature Studio and the musical score composed by Jim Dooley. In addition, numerous local agencies including Sparkloft Media, Maxwell, ThinkShout and Logical Position, helped elevate the campaign through a variety of strategies and platforms.
To share assets and messaging across your business and community social channels, website and newsletters, please use the campaign toolkit.
The official press release is available here.

Strategic Planning Workshops: Recordings & Questionnaire

Travel Oregon wrapped up two weeks of Transformational Strategic Planning engagements with Destination Think! last week to gain vital industry perspectives on the future of tourism in Oregon.
Did you happen to miss a workshop? The recordings from the seven regional workshops have been uploaded to the Travel Oregon industry YouTube channel:
If you have any feedback on the workshops or additional thoughts you’d like us to consider as we head into the final stages of crafting the draft plan, please share those with us by completing this short questionnaire by 5 p.m. on Oct. 26. 

    Business Oregon Receives Federal Grant to Support an Economic Recovery Plan for Oregon

    To accompany Oregon’s 10-Point Economic Recovery Plan released by Governor Kate Brown, Business Oregon is creating a statewide Economic Recovery Plan, which will emphasize assisting those most impacted by the COVID-19 pandemic, particularly Oregon’s underrepresented businesses, communities, and organizations. Business Oregon will analyze the areas of Oregon’s economy that have been most negatively impacted by the pandemic, while taking into consideration both region and industry. The effort will be supported by state funds paired with a $177,600 grant from the federal Economic Development Administration.
    The plan will identify existing economic development programs that may best mitigate those impacts, and propose new programs to fill the gaps or better meet needs. The programs identified must promote growth and address unmet recovery needs in equitable ways, particularly within those communities most impacted by the pandemic and those under-resourced to begin with. The plan will help identify metrics to track needs and impact, and provide an overall roadmap for the state to build back better and recover from the economic impacts from the pandemic.
    Business Oregon expects to have a final plan produced by February 2022.

      New Oregon Agritourism Producer Study Available

      As part of a USDA National Institute of Food and Agriculture-funded grant, a multi-state research and extension team conducted a national survey of farms that are open to visitors for product sales or experiences. Travel Oregon supported the survey to better understand the types of experiences and products offered, the economic viability of agritourism enterprises, and ways to support a healthy future for producers and their communities.
      In Oregon, we collected 191 responses from farmers, ranchers and vineyard operators who offered agritourism experiences and product sales. Of these, 166 viable responses were compiled into an Oregon-specific report: Increasing Farm Viability Through Agritourism and On-Farm Direct Sales: An Oregon Producer Survey. We encourage tourism partners interested in learning more about the state of agritourism in Oregon to dive into the key takeaways from the Oregon study outlined in this one-pager. 

        Upcoming Deadline

        If you're having trouble viewing this email, you may see it online. CONNECT WITH US:
        Facebook Twitter LinkedIn
        Travel Oregon
        Contact Travel Oregon at: 503-967-1560 or by email Industry@TravelOregon.com
        All materials copyright © 2020 Travel Oregon | 319 SW Washington St., Suite 700 | Portland, OR 97204

        Manage your preferences | Opt out using TrueRemove®

        Subscribe to our email list.