W+K Portland launched a new campaign for Travel Oregon entitled “We Like It Here, You Might Too.”
The campaign is centered around a series of eight 15-second broadcast spots, showcasing different picturesque locations in the state: Crater Lake, The Willamette Valley, Trillium Lake, the Southern Oregon Coast, Forest Park, Alvord Desert and Lake Billy Chinook. Its leaning on the natural beauty of the state calls to mind the 2014 effort “The 7 Seven Wonders of Oregon.” Many of the ads take a dryly humorous approach, such as the “Trillium Lake” spot (above) which notes that “There are all kinds of things you can do in Oregon, but you don’t have to do any of them,” while a woman rests on a bench overlooking the gorgeous spot. Each of the ads then ends with the intentionally underselling tagline, “We Like It Here, You Might Too.” While the state’s natural beauty does a pretty good job of speaking for itself, the ads often feel underwhelming. It also seems like a missed opportunity to focus exclusively on such landmarks, breathtaking as they may be, while mostly overlooking Oregon’s cultural draws, with the exception of “Williamette Valley” hinting at the state’s many award-winning vineyards. The broadcast spots will air in key markets including Portland, Seattle, San Francisco, Boise and Vancouver, with support from a fully-integrated print, OOH, digital, social, and public relations campaign.
“Oregon is an inspiring, beautiful and geographically diverse part of the country and we want more people to explore and enjoy it,” said W+K Portland creative director 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.'”
Credits:
W+K PORTLAND
Creative Directors: Eric Baldwin/Kathy Hepinstall
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producer: Felicia Glover
Production Company: HATCH
Director: Trevor Fife
Executive Producer: Adam Bagger
Line Producer: Chad Parker
Director of Photography: Trevor Fife
Editorial Company: HATCH
Post Producer: Adam Bagger
Post Executive Producer: Adam Bagger
VFX Supervisor: Rebecca Borsman
Flame Artist: MPC
VFX Producer: Rebecca Borsman
Titles/Graphics: WK Studio
Music+Sound Company: Walker
Composer: Colin Meloy
Producer: Sara Matarazzo
Mix Company: Lime
Mixer: Rohan Young