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Two people dressed in bright outdoor clothing enjoying a lush forest, one woman pointing upward.

State of OR Campaign Toolkit

Travel Oregon’s campaign platform, The State of OR, leans into the idea that Oregon is a place defined by contrasts that coexist in harmony, offering travelers a deeper and richer experience. Through this lens, we invite travelers to feel, think, do, be, taste, and try all that the State of OR has to offer, without having to choose one experience over another.  

The campaign will run from February 8 through April 12, 2026, with the goal of driving large scale brand awareness while moving audiences into the lower funnel consideration phase. The objective is to get more people into more of Oregon with a platform that builds an emotional connection between travelers and the state. We are focusing on the Immersive Guest and BIPOC Immersive Guest audiences, which include adults 25 to 64 who seek a wide range of vacation activities, beer and wine enthusiasts who meet monthly spend thresholds, domestic travelers who have taken a continental US trip in the last year, and individuals aligned with our sustainable travel segments. 

Market DMAs 

  • Bend, Eugene, Portland, Seattle, Spokane, Medford Klamath Falls, Yakima, Boise, Chico Redding, Eureka 
  • San Francisco San Jose, Sacramento Stockton Modesto, Phoenix, Reno, Denver, Twin Falls, Billings, Fresno, Salt Lake City, Las Vegas 
  • Honolulu, San Diego, Monterey Salinas, Los Angeles, Dallas, Detroit 

Tactics 

  • Review the media plan here 

What about the creative? 

Creative assets include a 60 second hero spot, three 15 second cutdowns, and still photography. 

  • Find the photography stills here.

 

If you would like to learn more and request additional assets, contact kelda@traveloregon.com. 

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