When the US state of Oregon took its zany animated travel campaign to new heights in Sydney last Thursday, an agent from Hunters Hill soared, winning best costume and a trip to Oregon as well.
Travel Oregon’s event at Social at Verandah saw Travel Oregon invite guests (travel trade, media and airline partners) to don their Oregon inspired “Slightly Exaggerated” costumes, bring their happier state of well-being and dream about their next magical visit to Oregon for themselves or their customers.
Ellen Goodwin from Flight Centre Hunters Hill won the best costume prize. She made her own bunny rabbit costume from scratch the day before the event, as she really, really wanted to win. And win she did! She also won the grand prize: a trip to Oregon (located on America’s west Coast between California to the south and Washington to the north) including flights with United Airlines and five nights on the ground.
There was no link between those two prizes. It was total coincidence and good luck – so well done Ellen!
Honourable mention went to Tommy Lindblad from United Airlines (dressed as “United…always on time”!) complete with giant timepiece.
Oregon’s “exaggerated” campaign stems from a marketing decision last year by Travel Oregon to do something no state tourism brand had ever done: animate the state. Finally, last week, Oregon launched the next chapter of this evolving campaign – the heart-warming tale of two big-footed buds, Yeti and Squatch, who find happiness in the winter wonderland of Oregon.
Travel Oregon chief executive Todd Davidson explains: “The goal of this campaign was to welcome and invite everyone to experience a happier state of being while travelling in Oregon.
“As people are overwhelmed with the distractions of modern life, experiencing the wonders of Oregon can be the answer for that. Whether that respite is on a beach, in a high desert or under a forest canopy, there are abundant opportunities to unplug and reconnect with yourself and nature here in Oregon. We wanted to visualize the emotional experience of visiting Oregon. By using animation, we are able to capture experiences that go beyond traditional travel films.”
The animation involves only slight exaggerations of the wonder you’ll find in Oregon – like grey whales migrating through the sky, sea-stack creatures controlling the sunrise and tree spirits soaking in volcanic hot springs.
See Travel Oregon’s videos here, showcasing different locations, experiences and thrilling adventures in Oregon – from venturing deep into the Oregon Caves National Monument to paragliding over the Steens Mountain.
This video features a cast of animated human characters, native flora and fauna and new fantastical beings, including mystical cloud-people and a sea-stack creature, to name a few.
In addition to the sweeping outdoor animated imagery highlighted in the video, the viewer also gets a taste of Oregon’s culinary bounty. In the restaurant scene, look for the bottle of Oregon Solidarity wine, a nod to the real-life collaboration between four Oregon wineries who came together to help the Rouge Valley wine region that was affected by the Southern Oregon wildfires last summer.
Tommy Lindblad from United Airlines (dressed as “United…always on time”!)
- Oregon is famous for its natural beauty. With 548 kilometres of coastline along the Pacific Ocean and 238 waterfalls dotting the state, the state has a diverse range of landscapes, from the ocean; to mountains; deep valleys and high-altitude desert, to hip urban areas and quaint small towns.
- The city of Portland is a major draw with its vibrant urban scene and world-renowned culinary reputation. The city is known to many as the foodie (and drink) capital of America. This rich culinary landscape includes award-winning wines, craft beers (there are 105 breweries operating in Portland – more than any other city in the world) and fruit-forward ciders. Portland is also regarded as one of the most liveable cities in the United States.
- Shopping is the number one interest for Australian’s travelling to the USA (according to US Commercial Services survey). Oregon is one of only 5 states that does not charge sales tax.
- Nike, Columbia Sportswear, Danner Boots and KEEN Footwear all make Oregon their US headquarters.
Lucky winner! Ellen Goodwin from Flight Centre Hunters Hill
- Oregon also boasts the longest winter sports season in the US, with ten ski resorts between Mt. Hood and Mt. Bachelor in Central Oregon. Timberline Lodge has year-round skiing and Oregon is the second most volcanic state in America so you can ski or shred a volcano!
- In Eastern and Central Oregon, visitors can find authentic cultural experiences, such as riding horses at a working cattle ranch or visiting Native American cultural centers.
- Willamette Valley – With more than 500 wineries to choose from, the Willamette Valley is a great destination for wine lovers – but you’ll discover that there’s more to Oregon Wine Country than what’s in the glass. Here you’ll find lush vineyards and farms, tended by families who are passionate about growing the best wine grapes and freshest foods. You’ll meet chefs who turn this bounty into mouth-watering farm-to-table cuisine, and you’ll discover rivers, trails and mountains beckoning your inner explorer.
Aussies & Oregon, Stats & Facts
- Australia is the 11th market to the USA (for 2018)
- Top three gateway cities for Aussies are: LA, Honolulu, San Francisco – all with one stop access to Oregon (Portland and Redmond)
- Alaska Airlines announced three new daily direct flights from Los Angeles; San Francisco and San Diego to Redmond International Airport (RDM), gateway to outdoor capital, Bend.
- Top leisure interests for Aussies visiting the USA: Shopping (91%), Sightseeing (91%), National Parks/Monuments (54%), Guided Tours (48%), Small Towns/Countryside (44%) – all of these fit nicely with Oregon’s unique natural landscapes and attractions.
- Sporting events are also of interest to Australian visitors to the USA. Oregon is professional sports teams – Portland Blazers NBA basketball team and The Portland Timbers Major League Baseball team as well as The University of Oregon’s – Oregon Ducks (gridiron football) and Oregon State’s Beavers (gridiron/football) and in 2021 will play host to the International Association of Athletics Federations World Championships in Eugene.
Todd Davidson
- 33% of Australian travellers to the USA rented cars. Oregon is the #10 destination visited on a road-trip
- Oregon has seen 53% growth from the Australian market over the past 5 years, making this our 2nd largest international growth market behind The Netherlands (excluding Canada and Mexico)
- Australia is the #5 international market in terms of spend to Oregon for 2018 (excluding Canada and Mexico)
Written by Peter Needham
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