Nice to meet you! I’m Holly Macfee, owner and principal at Lookout, a destination, wine and culinary branding and marketing consultancy based in Portland, Oregon. Lookout focuses on helping destinations and craft food, beverage and hospitality clients define their unique offerings and communicate that experience to the world through brand development, strategic marketing planning and breakthrough campaigns. Our work includes both top names in tourism and hospitality as well as smaller, up and coming brands. Lookout works as a collaborative pulling together teams specific to each project from a wide reaching network of some of the finest creative talent anywhere.
Current and recent clients include: Domaine Drouhin Oregon, Oregon Wine Board, Irvine & Roberts Vineyards, Travel Oregon, Rogue Valley Vintners Association, Columbia Gorge Winegrowers Association, Oregon Wine Country (WVVA), Oregon Restaurant and Lodging Association, the Stephanie Inn, Surfsand Resort, Wayfarer Restaurant, Seaside, Jacksonville and Travel Southern Oregon. Prior to launching Lookout, Holly served as VP Global Brand Strategy for Travel Oregon. During her 10-year tenure, she helped shape Oregon’s voice as a destination, and launched Oregon Bounty, twice winning best overall campaign in the country from the US Travel Association. She worked alongside Wieden+Kennedy to produce the 7 Wonders of Oregon, the most successful tourism marketing campaign the state had ever run and winner in 2015 of best tourism campaign in the country.
Prior to Travel Oregon, Holly worked for 16 years around the globe for the Walt Disney Company. She began her Disney career as a copywriter and worked in Paris for 5 years as part of the grand opening team for Disneyland Paris. She moved into management roles with positions including Director, International Marketing and Sales, Disney Theme Parks, and Director, Brand Synergy, Walt Disney Studios. After having two kids, she and her husband Paul, a teacher and writer, took a leap of faith, left the mouse, and chose Oregon as the place to raise their family. They were drawn to Oregon’s eden of blueberry picking, Douglas Fir gazing, coast wandering, waterfall trekking and some of best food and drink in the country.
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I looking forward to talking with you!
503.830.6191