W+K Gives Oregon the Humblest Tourism Slogan Yet: ‘We Like It Here. You Might Too’

Underselling the state on purpose

Yesterday we looked at some grand tourism ads for Wyoming. Today, let's take a peek at a tourism campaign that's more humble, at least on the surface—Wieden + Kennedy Portland's new ads for its home state of Oregon.

States spend a ton of money trying to find the perfect line that sums up their identity and everything they have to offer. Which is why W+K's new slogan for Oregon is refreshingly simple and to the point: "We like it here. You might too."

Of course, it's a more sophisticated line than it seems. It sells the state's grandeur by pretending it's the opposite—more homey than grand. A raft of 15-second spots play up this gap with wry voiceovers in which many of the state's impressive attractions—Crater Lake, Willamette Valley, Alvord Desert—are presented in "Yeah, they're OK, I guess" fashion.

The viewer will feel smart for being in on the joke, and will likely be more open to this kind of quirky pitch than your typically overwrought tourism messaging. 

"Oregon is an inspiring, beautiful and geographically diverse part of the country, and we want more people to explore and enjoy it," said Eric Baldwin, creative director at W+K. "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.' "

The spots will air in Portland, Seattle, San Francisco, Boise, Idaho, and Vancouver, B.C. Check out more spots below, along with the print and out-of-home work. 

CREDITS

—Video Credits

Client: Travel Oregon

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Eric Baldwin/Karl Lieberman

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 Executive Producer: Adam Bagger

Editor: James Cooper

Visual Effects Producer, Supervisor: Rebecca Borsman

Flame Artist: MPC

Titles, Graphics: WK Studio

Music, Sound Company: Walker

Composer: Chris Funk

EP: Sara Matarazzo

Producer: Abbey Hickman

Mix Company: Lime

Mixer: Rohan Young

—Print and Out-of-Home Credits

Client: Travel Oregon

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Eric Baldwin/Karl Lieberman

Copywriter: Shaine Edwards

Art Director: Matthew Carroll

Producers: Kristin Holder, Hope Reynolds

Photographer: Clayton Cotterell

Retouchers: Lilly Archer, Greg Radich