Travel Oregon

DISCOVER OREGON

“With over 4.6 million impressions and 617k video views, their campaign in total included a fully integrated media plan.”

the client

The Oregon Tourism Commission, dba Travel Oregon, works to enhance visitors’ experiences by providing information, resources and trip planning tools that inspire travel and consistently convey the exceptional quality of Oregon.

objective

We were tasked with creating, executing, and distributing a 3 part film series to drive local and non-locals to utilize recreational and non-recreational activities and experiences that Oregon has to offer. The goal of the campaign was to educate the viewers on selected topics and activities showcased within the series.

our role

Outlive Creative was contracted to collaborate on creative / story development, pre-production, production, and post-production.

responsibilities

Creative / Story Development

Concepts, script.

Pre-Production

Sourcing talent, location scouting , organizing crew, script writing, obtained film permits, develop shoot logistics.

Production

Shooting, directing, location sound, lighting, running interviews, recording voiceover narration.

Post-Production

Sourcing music, editing, color correction, sound design.

Photography

Images used for blog posts, newsletters, banner ads, and overall campaign promotion.

Commercial Campaign

Distribution strategy and management of FB + IG ads, blog posts, newsletters, website banner ads by Outdoor Project.

Project Management

Oversaw the production end of the project to ensure the visual content would be delivered on time and within budget.

story development

This was an awesome collaboration between us and Outdoor Project. The concept for the 3 part film series would feature 1 main theme per film and activities based around it. We came up with 3 titles that correspond with each film; Oregon Fall Adventures, The People’s Coast, and Let’s Go Camping.

The purpose of Oregon Fall Adventures was to inspire people to recreate outdoors in Oregon into the fall, educate around fall outdoor recreation opportunities, inspire outdoor enthusiasts from diverse backgrounds, and introduce ODFW-pertinent activities: fall fishing, crabbing, elk viewing, etc.

The People’s Coast would focus on the 50th anniversary of the Oregon Beach Bill, inspire visitors to explore and enjoy Oregon’s public coast year round, and encourage visitation to less frequented Oregon coast locations.

Lastly, Let’s Go Camping was created to inspire visitation and use of Oregon State Parks while showing diversity, highlight on the outdoor activities that are accessible in parks, and show case educational program offerings, specifically the Let’s Go Camping program.

production days

We worked closely with Oregon State Parks and Oregon Dept. Of Fish & Wildlife to identify locations and activities that needed to be showcased. This opened up the doors to film in locations which otherwise wouldn’t have been allowed, creating truly unique footage. The project was filmed over the course of 10 days and everywhere in Oregon from Cape Perpetua on the coast out to the Steens Mountains in Central Oregon. It included multiple camping trips in a conversion van, campfires, and a lot of coffee.

timeline

There was an 8 month RFP / bidding time frame. The concept development stage took 1 month to get everything approved. Our team spent 1 month in pre-production to scout locations, organize crew, book travel, make shot lists, and create call sheets. Once we were set, production took place over the course of 4 months with 10 shoot days. Since the content we needed to capture was season specific it took longer than usual to capture everything. We were overlapping post-production with production and were able to deliver and distribute the films over a 5 month timespan.

deliverables

The campaign included a total of 12x video deliverables. We featured each episode in a 3 - 5 minute brand film. The films were supported with 3 social media ads each that were promoted through Instagram and Facebook to drive traffic back to the main episodes.

Distribution

In collaboration with Outdoor Project, we pushed the deliverables to the audience. Each story was featured on its own landing page with traffic being driven to it from email newsletters, banner ads, promoted Facebook / Instagram posts, and blog posts.

With over 4.6 million impressions and 617k video views, their campaign in total included a fully integrated media plan.

• Oregon Fall Adventures (163K views)

• The People’s Coast (319K views)

• Let’s Go Camping (135K views)