The Oregon Tourism Commission, operating as Travel Oregon, has launched an ambitious new campaign titled “The State of OR,” aiming to showcase the destination’s vast range of contrasting landscapes and experiences. The initiative, developed by the agency Wieden + Kennedy, debuted following the Super Bowl, positioning Oregon as a place where diverse elements not only coexist but thrive.
Highlighting Seven Distinct Regions
“The State of OR” campaign is structured around the idea of seven distinct regions within Oregon, a deliberate strategy to encourage exploration beyond the state’s most well-known attractions. The campaign’s messaging emphasizes the seamless transition from vibrant urban centers like Portland to the expansive, tranquil high deserts of Eastern Oregon. Travel Oregon states the dual purpose of this initiative is to attract international visitors while simultaneously fostering a renewed sense of pride among Oregon residents for their state’s multifaceted character.
Locally Driven Production Emphasizes Authenticity
A significant aspect of the campaign’s rollout is its commitment to local production. The entire creative effort, from concept to execution, was filmed and produced within Oregon by a predominantly local team, led by director Janssen Powers. This approach underscores Travel Oregon’s dedication to supporting the state’s creative economy. Data from the Oregon Office of Economic Analysis highlights tourism’s substantial contribution, supporting over 100,000 jobs. By keeping production in-house, Travel Oregon reinforces its investment in local talent and emphasizes a core message: that diverse perspectives and experiences can coexist and spark curiosity.
Appealing to Modern Traveler Trends
The campaign strategically addresses the evolving preferences of contemporary travelers, particularly Gen-Z and Millennials, who increasingly seek “multi-modal” vacations offering a blend of adventure and relaxation. “The State of OR” effectively communicates Oregon’s capacity to provide experiences ranging from the rugged outdoors, such as the high-desert trails of Central Oregon or the peaks of Mt. Hood, to refined urban and culinary scenes, like those found in the Willamette Valley or along the coast. This emphasis on accessible variety aims to eliminate the need for extensive travel between disparate activities, offering both “local charm or big city flair” within proximity.
Viral Potential and Sustainable Tourism Goals
Early indicators suggest strong engagement across social media platforms, with the campaign’s high-contrast visuals and “rugged and refined” narrative resonating with audiences. Industry observers note that this inclusive approach, allowing travelers to embrace multiple facets of a destination without compromise, aligns with current travel marketing trends for 2026. The Oregon Tourism Commission’s strategic plan aims for sustainable growth by distributing visitors across all seven regions, thereby mitigating over-tourism in popular areas and bolstering economic activity in less-visited locales. “The State of OR” campaign is positioned as a primary driver for this strategy, leveraging compelling visuals and impactful language to elevate the profiles of regions like the Oregon Coast and Southern Oregon alongside established metropolitan draws.
The “State of OR” campaign invites visitors and residents alike to embrace a less compartmentalized approach to travel and experience. It champions the idea that one can be both an outdoor enthusiast and a culinary explorer, a night owl and an early riser, all within the same journey. Oregon’s appeal, as presented by the campaign, lies in its inherent diversity and its capacity to offer a sanctuary for those seeking both adventure and comfort. The initiative encourages a departure from making choices, instead promoting the embrace of a broader spectrum of experiences, positioning the state as a destination where a wide array of desires can be met.
