OREGON. WE LOVE DREAMERS.

Travel Oregon 150 “I Am Oregonian”

November 18, 2008

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DRAFT

OREGON. WE LOVE DREAMERS.

Objectives

Build awareness for Oregon’s Scenic Bywaysand Sesquicentennial.

Encourage Oregonians to create new Oregon memories by traveling more than 150 miles from their homes.

Build a sense of community and pride around being an Oregonian. Define what it means to be an Oregonian—shared sense of responsibility and values.DRAFT

OREGON. WE LOVE DREAMERS.

Background

2008 Federal Highways Grant– Promote Oregon’s Byways

• Website Development• Statewide Marketing Campaign• Leverage Oregon’s Sesquicentennial

Programming

DRAFT

OREGON. WE LOVE DREAMERS.

CONCEPT

Being an Oregonian means different things to different people. Encourage residents, regardless of status as a native or as a newcomer, to become an “Oregonian” by rediscovering their own state.

Showcase Oregon’s scenic byways as a way to travel 150 miles or more to places, events, volunteer opportunities etc. that embody what it means to be an Oregonian. – Visit the Oregon Trail Interpretive Park– Volunteer with S.O.L.V.

“I Am Oregonian” Photo ContestDRAFT

OREGON. WE LOVE DREAMERS.

Website

DRAFT

OREGON. WE LOVE DREAMERS.

Certificate and ID Card

OREGON. WE LOVE DREAMERS.

Tactics

Website Development– Scenic byways page– Zip code search– Video/Blogs/Upload Pictures– User Generated Content – leverage Go See Oregon

Advertising– DMV Stuffer– Television (Utilize existing PSA’s)– Additional adverting TBD– Travel Oregon channels (Publications, e-newsletter, PR,

etc.) Other

– Scenic byway proponent tool kit– Certificates– Prizes

DRAFT

OREGON. WE LOVE DREAMERS.

Timing

Grants Announced Dec. 08’ Web Site Launch February 1, 09’ Oregon’s Sesquicentennial February

14,. 09’ Advertising Spring – Fall 09’

DRAFT