Opinions: 

DMO Stories

For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and the constant changes in visitor behaviour. It also exemplifies the challenge of striking the right balance between protecting your destination while still attracting visitors. 

Brand DNA

New content isn’t just about rethinking the content itself. In 2003, Travel Oregon revisited and redefined its brand, speaking with visitors and residents to help identify its true brand DNA. 

Its key brand pillars were identified as Genuine, Stewardship and Visionary, which laid the foundation for consistency and authenticity in its communications, shaping and supporting ongoing marketing campaigns. 

For Travel Oregon, a new brand manifesto comes into play when making an intentional creative turn, acting as “an inspirational north star that brands can use to develop consistent creative”, and revisit to always ensure the campaigns align to core brand values.  

7 Wonders of Oregon

In 2014/15, The Seven Wonders of Oregon campaign was inspired by the notable shift in traveller behaviour, where valuing experiences and connection became more important than simply visiting a destination and sharing these experiences became the new social currency. 

The campaign was the first to truly integrate and leverage the power of content into a campaign, highlighting seven key destinations in Oregon, a clever play on the universal ‘7 Wonders of the World’. 

This campaign became one of the most successful campaigns produced. In fact, the campaign was too successful! It contributed to record-breaking growth in Oregon’s tourism industry, creating negative impacts as a result of increased visitors to these specific locations.

“We like it here, you might too”

In response to this, it was time for another campaign refresh.  In 2016, Travel Oregon developed a new concept from the point of view of an Oregonian, giving residents a voice and weaving sustainability into communications. The new manifesto was based on the notion of, ‘We really do want you to visit, but please don’t come all at once”.

A series of 15-second videos with an ambivalent, slightly tongue-in-cheek message were created. However, Travel Oregon discovered that while the idea was to give local residents a voice and reduce the negative impact of increased visitation, the video series did not perform as well as previous campaigns. The narrative in fact created space between Oregonians and visitors, which was not the desired effect. 

Only Slightly Exaggerated

The latest campaign is unique, captivating and diverse, based on the creative idea that sometimes it’s almost impossible to really capture what you’re seeing when you visit Oregon.  Here, Travel Oregon has made use of animation to leverage this, creating something that really does differentiate itself from what we usually see from the travel industry and the outcome of this went viral! 

Only Slightly Exaggerated was launched in Spring 2018 and received over 4 million views in the first week. It’s not what you would typically expect to see from destination content, but the campaign saw a 2,563% increase in Facebook organic reach (YOY), 1,533% increase in PR stories (YOY) and features in leading publications such as Entertainment Weekly, Lonely Planet, Huffpost and AdWeek

This is a great example of how a DMO experimented with something completely new which proved to be highly successful, achieving off-the-chart results. 

For more about Travel Oregon’s integrated marketing strategy, organisational structure and Visitor Lifecycle Management, #DTTT Members can watch the full talk here

More from #DTTT

  • In October we present:
    X. Festival: Reshaping the Visitor Economy
    Reshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]
    #reshapingtravel #digitalevent #event
  • In October we present:
    Defining the Ingredients of a Good Destination brand Experience
    A lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]
    #dmo brand #recovery #brand experience #brand #destination
  • In September we present:
    Market Pivot with Slovenian Tourist Board
    Building a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]
    #visitor journey #slovenia #consumer behaviour #trends #workshop
  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
Show more
© 2020 Digital Tourism Think Tank