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Journey Oregon Showcases State’s Areas and Sights in Nationwide Promoting Marketing campaign: Extraordinary is Peculiar


Marketing campaign to assist increase financial influence 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 Peculiar. 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 artistic crew at Portland’s Wieden + Kennedy, kicked off with nationwide broadcast commercials and world publicity in the course of 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.

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Oregon is a state the place you possibly can really feel and expertise issues you possibly can’t anyplace else,” mentioned Todd Davidson, Journey Oregon CEO. “It is a spot the place magnificence is commonplace and even probably the most peculiar issues present magical experiences. The marketing campaign is designed to encourage journey in the course of 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 components: rocks, water and soil. The video marketing campaign combines live-action footage of actual locations and folks with combined media settings, in addition to progressive animation strategies reminiscent of 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 Lodge.”

Homegrown manufacturers are represented in a number of of the scenes together with Trew Gear, Columbia Sportwear and Pendleton. The bowl of ramen relies 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 listing of real-life areas featured within the marketing campaign embody:

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


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


  • 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 induced to develop into deeply curious concerning the land that we farm and the panorama we dwell in,” mentioned Kris Fade, co-owner of Analemma Wines. “How the vines develop on this unbelievable atmosphere is a narrative we inform our friends every single day, and one which Journey Oregon’s “Extraordinary is Peculiar” marketing campaign captures the essence of completely.”

Check out the “Extraordinary is Peculiar” 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 trade, which employs greater than 100,000 Oregonians.

SOURCE Journey Oregon


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