As brand strategist for Travel Oregon, Holly collaborated with the exceptional teams at Travel Oregon, Wieden+Kennedy and across the state to create the 7 Wonders of Oregon campaign, the most successful campaign the state had ever run. The campaign's simple yet big idea surmised that whoever named the 7 Wonders of the World must have never set foot in Oregon. The creative was matched with a strategic shift in how we marketed to travelers. We worked with Google to identify peak periods for search terms related to travel to Oregon and served up the right message during this peak to influence destination choice. We awed them with the 7 Wonders of Oregon at a moment when they were most open to dreaming about travel. The campaign created a groundswell in Oregon with fans eager to visit all 7 wonders in the state. The campaign generated 120,000 new fans to Travel Oregon’s channels in a 6 month period and won the equivalent of Oscar’s best picture award in the travel industry: Best Overall Campaign in the country by the US Travel Association.
Photography by Chantal Anderson