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

Underselling the state on purpose

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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.

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