W+K Portland has a new campaign for the Oregon Tourism Commison, extolling the virtues of their home state with a video called “The 7 Wonders of Oregon.”
The :60 anthem spot features all 7 “wonders of Oregon,” attempting to “inspire active travelers looking for authentic experiences” with Oregon’s natural landmarks. While Oregon’s natural beauty speaks for itself, the production of the spot was no small task. It was “carried out by a crew of 15 people shooting for 14 days straight and driving more than 3,000 miles across Oregon, often camping along the way.” All of the individuals involved were “Oregonians with a genuine passion for the wonders they are representing” and the spot is clearly a labor of love.
“This is some of the strongest work for Travel Oregon in our 25-year history of working together,” W+K chairman co-namesake Dan Wieden says, adding, “What I really like about the creative, aside from how beautiful Oregon looks, is it gives people a checklist of things to see and do.”
In addition to the anthem spot, the integrated campaign includes digital, social, search, public relations and consumer engagement elements. The latter includes “an influencer tour, targeted media outreach, a program to surprise and delight visitors, and a Facebook sweepstakes to drive visibility and fan acquisition.” In the social realm, visitors are invited to share their Oregon photos with the hashtag #traveloregon, with top picks on Travel Oregon content channels “to inspire others long after the paid media portion of the campaign concludes.” In a nice touch, the digital campaign includes not only trip inspiration, but also trip planning tools and resources such as itineraries, links to purchase plane tickets and special travel deals on TravelOregon.com. If I wasn’t already dying to get to the Pacific Northwest, this campaign would do a pretty good job convincing me that Oregon is a great travel destination. Stick around for credits after the jump and go here for more :30 efforts for the campaign.
Credits:
TV – “7 Wonders of Oregon”
CLIENT: Travel Oregon
PROJECT NAME: 7 Wonders of Oregon
FORMAT: TV, Web and Cinema
CLIENT CONTACT: Holly Macfee
LAUNCH DATE March 2, 2014
DURATION OF CAMPAIGN: Spring/Summer 2014
W+K PORTLAND
Creative Director: Dan Wieden
Copywriter: Andrew Dickson
Art Director: Chris Thurman
Producer: Katie Reardon
Account Team: Gina Keough / Kristin Postill / Ken Smith
Executive Creative Directors: Joe Staples / Susan Hoffman
Agency Executive Producer: Ben Grylewicz
PRODUCTION
Production Company: The Academy
Director: Christian Sorensen Hansen
Executive Producer: Nate Barr
Line Producer: Jill McBride
Director of Photography: Sean Porter
EDITORIAL
Editorial Company: The Academy
Editor: Christian Sorensen Hansen
VFX + COLOR
VFX Company: Mission Control
VFX Supervisor: Terry Kirk
Flame Artist: Mike Quinn
Colorist: Jake Buff
ILLUSTRATIONS
End Card Illustration: Artist Scrappers Morrison
MUSIC
Music Company: Marmoset
Producers, Music Supervisors: Ryan Wines, Ron Lewis
7 Wonders Original Scores, Composer: Eric D. Johnson of the Fruit Bats
“Anthem” Song “Boys” Instrumental by Bryan John Appleby
MIX + SOUND DESIGN
Mix Company: Digital One
Mixer: Eric Stolberg
Producer: Cameron Shaw