The Best of Oregon without the Best of Oregon Crowds
Washington County, Oregon, sits just west of downtown Portland. More than simply “the suburbs,” the region is a rich destination full of diverse attractions, experiences, and culture. But while locals and visitors are familiar with different experiences within the county, the region as a whole lacked a cohesive, compelling identity.
THE ASK: Locals and visitors already had positive feelings for the area, but the region as a whole was lacking a cohesive, compelling identity. The Washington County Visitor’s associate was looking for a way to build on the favorable sentiment to position the county as a premier destination.
THE INSIGHT: Tualatin Valley is a place you—and love—but you’ve never heard of.
THE APPROACH: A rebrand from Washington County to “Tualatin Valley” and a new campaign to get the word out. The “Near & Dear” campaign combines the proximity of Tualatin Valley to downtown Portland with the overwhelming affinity visitors have for the adventures found in the area. This large, multi-channel campaign targeting locals, day trippers from Portland, and overnight visitors highlights the “Best-of-Oregon experiences” found in Tualatin Valley, while avoiding the “Best-of-Oregon” crowds found in the state’s more well-known regions.
Seasonal Events
With the new brand position in place, we moved into developing signature seasonal events.
SPRING SIPS
Spring Sips was created to support area wineries and tasting rooms by building off the already established Rosé Festival, pink!, with additional activations and promotions.
TAP SEASON
A month-long celebration of Tualatin Valley breweries and cideries was created to infuse interest and energy into the typically slow time of the year — “damp” February.
Team
Creative Director: Elissa Kevrekian
Art Directors: Sarah Champeau, Sam Morales
Writer: Ryan Coons
Designers: ‘Apikale Fouch, Myranda Thompson, Beckett Asselin
Producers: Kate Adolphson, Reid Fuhr
Photographer: Ian Langenhuysen