Wieden & Kennedy Portland goes with the super soft sell in promoting Travel Oregon with a new campaign suggesting that tourists "might" like the state.
The series of simple spots and print ads feature quiet, quirky scenes of Oregon's impressive sites including Willamette Valley; Crater and Trillium Lakes, Forest Park and Alvord Desert -- while a voiceover reveals interesting aspects about each in an unexpected way.
An ad for Bandon on the Oregon coast, for example, shows kite fliers on the beach on a chilly day. The V.O. says, "If you brought a swimsuit to the Oregon coast, don't worry, someone will loan you a sweater."
In another spot that peers out onto Lake Billy Chinook, the V.O. reads, "There are a lot of activities to do in Oregon. For instance, looking, at things, is an activity."
Together, it all paints a picture of Oregon as a stunning but no pressure, no-frills kind of place that might bring you some serious peace and relaxation. The tagline is equally humble: "We Like it Here. You Might Too."
"Oregon is an inspiring, beautiful and geographically diverse part of the country and we want more people to explore and enjoy it", said Wieden & Kennedy CD Eric Baldwin. "Oregonians are humble though, so we thought it would be fun to undersell the magnificence, that's how we arrived at 'We like it here. You might too.'"
The spots will air on broadcast and in cinema. The campaign also includes a site that invites consumers to share their favorite moments in Oregon.