The Overall Oregon Tourism Marketing Program Award, presented at the Oregon Governor’s Conference in Eugene, celebrates the best integrated domestic or international marketing program or campaign that attracted visitors to Oregon. Visit McMinnville earned the award for the creation of a timeless brand that represents the town’s personality and a campaign that put new brand assets and voice to work in key target markets. Visit McMinnville utilized intentionally minimal billboard-style “color block” ads with arresting and unexpected statements like, “Crushing it since the ‘70s.” This campaign was intended to create a visual break from previous creative, to be highly visible above the clutter of pre-holiday advertising, and to stand out from typical wine country travel advertising with a colloquial, refreshingly humorous tone.
Visit McMinnville Awarded the Overall Oregon Tourism Marketing Program Award
April 15, 2019