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

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

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

Underselling the state on purpose

Tim Nudd

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Tim Nudd