Travel Oregon’s released its latest campaign, entitled, “Seven Wonders of Oregon.” The $3 million venture kicks off with a one-minute video of seven natural wonders around the state. It aired during last night’s Academy Awards, and was seen in regional markets including San Francisco, Boise, Portland, Seattle and Vancouver, B.C.
“All we can figure is whoever named the ‘Seven Wonders of the World’ never set foot in Oregon… So we see your wonders, world, and raise you seven of our own.”
Andrew Dickson, Wieden + Kennedy copywriter who worked on the campaign, says the team had the idea of “seven wonders” to remind people of Oregon’s beauty. It took the 14-man crew two weeks to zigzag 3,000 miles around Oregon, and create their checklist of can’t miss sights.
“As a team, we’ve been to every part of the state,” he says. “Each one of these places is a vacation on top of itself.”
The campaign will roll out through August, highlighting each place in 30-second commercials and always ending with #traveloregon, in hopes of gaining some social media traction. Travel Oregon Global Communications Director Judiaann Woo says the tourism company has always been social and people coming to Oregon want to share their experiences on Facebook, Instagram and Twitter.
Dickson says the crew came up with 17 places that could be considered a wonder of Oregon, but the ad could only name Mount Hood, the Oregon Coast, the Columbia River Gorge, the Painted Hills, Smith Rock, the Wallowas and Crater Lake as the state’s seven wonders. How would you expand the list?