Travel Oregon Scales Up “We Like It Here” Campaign With New ‘Spokesfish’

PORTLAND, Ore.April 26, 2017The Oregon Tourism Commission, dba Travel Oregon, has welcomed spring by introducing its latest Oregon spokesperson, the Travel Oregon Salmon. Born and bred a Chinook salmon – Oregon’s state fish the Travel Oregon Salmon will bring a unique perspective to the We Like it Here. You Might Too campaign in a quirky, only-in-Oregon way. Travel Oregon invites viewers to follow the salmon’s journey around Oregon through 360-degree videos and online content.

“It is a real honor to be chosen as Oregon’s official tour guide,” said the Travel Oregon Salmon. “Ever since I was a fry, I’ve dreamed of being a spokesfish. I love Oregon and can’t wait to share my adventures around our beautiful state with everyone.”

Launched in March 2016, Travel Oregon’s “We Like It Here” campaign conveys what makes the state so special, using a distinctively Oregonian voice. The new addition to the campaign will include five 360-videos and supporting content on TravelOregon.com. To kick off this campaign, Travel Oregon is re-launching the original “We Like it Here” broadcast spots, which are currently airing in the key markets of Portland, Seattle, San Francisco and Phoenix. The salmon videos will be enhanced by a fully integrated digital, social and public relations campaign designed to reach potential travelers during peak planning season.

“It’s no secret that Oregonians have a fondness for Chinook salmon, so it only made sense to give this iconic emblem of our state a voice in our latest campaign,” said Todd Davidson, CEO of Travel Oregon. “We look forward to sharing a unique view of the state with potential travelers, and as always, we hope locals will be moved to explore a new corner of the place they call home.”

Developed with advertising agency Wieden+Kennedy, the Travel Oregon Salmon will appear in 360-videos representing a variety of activities throughout the state. The salmon’s adventures will include picnics in vineyards, cycling city streets, and dune-riding, among other pursuits.

“Oregonians are proud of their state, but don’t like making a big deal about it” said Devin Gillespie, art director for Wieden+Kennedy. “So we thought this Chinook would be the perfect addition to the campaign. He’s modest, funny and a little weird.”

For more information, visit TravelOregon.com/Salmon360.

About Travel Oregon

The Oregon Tourism Commission, dba Travel Oregon, works to enhance visitors’ experiences by providing information, resources and trip planning tools that inspire travel and consistently convey the exceptional quality of Oregon. The commission aims to improve Oregonians’ quality of life by strengthening the economic impacts of the state’s $10.8 billion tourism industry that employs more than 105,000 Oregonians. Visit TravelOregon.com to learn more.