Domestic Consumer Marketing

Travel Oregon's Consumer Marketing programs work to achieve the following objectives:

 • Engage consumers in the Oregon brand and use the brand to differentiate Oregon from its competitors. Carry the Oregon brand through all contact points with the consumer, and across all program areas of Travel Oregon.

• Build awareness among our key target audiences that Oregon is the must-see, perfect vacation destination for them and their families.

• Motivate consumers to actively seek more information.

• Make planning an Oregon vacation fun.  Create excitement and anticipation in our communications (to stimulate itinerary planning and increase length of stay decisions before arrival).

• Translate interest into a sale by moving consumers from an "idea" to a tangible vacation product they can buy.

• Build community and connection by developing a relationship with consumers over the long term so they come back again and tell their family and friends.

Bringing the Oregon brand to life is the over-arching theme carried through all our objectives.  With our brand, we engage the consumer to share our passion for the beauty, diversity, authenticity and spirited whimsy of Oregon's people and places.  When we talk to our consumer, they are like an old friend who appreciates our unpredictable and somewhat maverick nature, our quirky humor, our love of life lived a little bit on the edge.  We want them to learn something unexpected, feel attached to us, leave with a small grin and a thirst for more.  Whether they're calling us on the phone, reading about us in their inbox, or letting us share their precious leisure time while leafing through a magazine, we'll make them stop and think, "that's the kind of friend I'd like to have--I can see myself there."