Winter Campaign Toolkit

What we lack in cell service, we make up for in nature service. (Image by Clayton Cotterell)

Through our conversations with the Regional Destination Marketing Organizations, as well as our tourism town hall discussions around the state, Travel Oregon understands there is an industry-wide need to increase marketing efforts in winter to boost shoulder season visitation.

In response to this, we will begin a winter marketing campaign in mid-October based on the strategy that Oregon’s cool climate doesn’t take away from the beauty and experiences our winters offer visitors. This winter, we’ll celebrate the unexpected opportunity in all of our weather elements, with the honesty and understated cool that Oregon is known for.

Advertising Objectives

  • Promote the range of Oregon’s winter offerings and position the state as a unique winter destination with a broad range of experiences to be explored
  • Drive awareness of the immediate winter activities and places explorers can experience

Campaign Architecture

The Winter campaign will roll out in two phases:

View the entire media plan summary

Social Media & Content

To build on the broad inspiration message, we’ll introduce our audience to winter in Oregon in more detail via feature stories on TravelOregon.com and “premium content” pieces to drive interest on our social channels.

Phase 1
During this phase, video view ads to target markets on Facebook and Twitter will support the broad campaign message.

Phase 2
Web-click and video view ads on Facebook, Twitter and Instagram will direct traffic to winter articles on TravelOregon.com and to the Weather Compass site, while premium content pieces will drive interest and engagement as well as provide an additional opportunity to invite fans to explore more via the Weather Compass.

View the social media and content plan

What YOU can do:

Want more information about Winter Campaign Toolkit?

If you have additional questions or comments about Winter Campaign Toolkit, please contact the appropriate member of the Travel Oregon staff listed below.

  1. Katy Clair