Always one to watch, Travel Oregon this week launched its first national advertising campaign — Extraordinary is Ordinary — to directly leverage the World Athletics Championships Oregon22 in Eugene, Oregon on July 15-24. This is one of the world’s largest sporting events, attracting approximately 2,000 athletes from more than 200 nations competing for 49 gold medals, held for the first time in the U.S.
The Travel Oregon campaign assets are arranged around three themes, communicated in three 31-second videos: Oregon Rocks, Oregon Water, Oregon Soil.
“Oregonians know what is extraordinary to most, is ordinary to us. From the places you go, to the people you meet, to the food you eat. To communicate this idea, we’ll continue to show Oregon in a way that no one has ever seen or expects in a way that captures the essence of this magical place. This summer we will drive broad awareness of the creative and drive brand awareness and traffic to TravelOregon.com. Through out this short 4-week pulse we will showcase the best of the entire state, while also weaving in messages of environmental stewardship and direct calls to support tourism businesses. After the campaign wraps on July 31, we will prepare to launch the same creative in September with a conversion based media approach as we head into the fall, shoulder season.”
On the industry portal of the website, Travel Oregon speaks to partners, “We are asking for your support during this campaign. Please use any of the assets from the style guide below, share content from the content plan and check back for new campaign assets soon.”
Travel Oregon has created a Dropbox with videos and images for sharing across marketing channels as well as a style guide. Travel Oregon has created a Dropbox link with videos and images for sharing across marketing channels as well as a style guide with English and Spanish language assets. To strengthen impact, there are instructions on how partners can share videos, embed videos from YouTube, and introduce the copy: “Extraordinary is Ordinary.” Lastly, Travel Oregon suggests: