Public Relations

As we continue to build and expand Brand Oregon, our public relations goal is focused on communicating and differentiating the brand with strategic national media outreach and coverage. With the brand fairly well introduced, we now want to engage consumers in the brand concept:  to have them experience Oregon for themselves, to really feel what it’s like to be here, to visualize it, to “get” it.

In 2007-09, we will continue to communicate the brand in media markets that are important for Oregon (generally, our advertising and niche markets). But we’ll be adding a new focus on engagement – getting consumers involved through their senses, through our brand values, and through virtual communities. In our public relations outreach, we want to speak to consumers’ special interests and reach them where they live.

Domestic PR Objectives
Public relations objectives involve national, regional and in-state media relations activities, industry outreach, and sophisticated partner communications. To build awareness of, and engage consumers in, Oregon’s evolving brand we will:

• Inspire out-of-state travel to Oregon with stories, events, itineraries and custom media kits that bring to life Oregon’s people and destinations.
• Inspire in-state overnight travel with stories, events, itineraries and custom media kits that instill a sense of pride and community among Oregon travelers.
• Demonstrate Travel Oregon’s value to the industry, and tourism’s value to Oregon’s economy.
• Support and advance regional public relations efforts by continuously improving communication with and among industry partners.