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Oregon seeks to improve its rainy image with new branding campaign

Most people in other states who think of Oregon think of rain. But that’s not the image Gov. Ted Kulongoski wants to spring to mind.

Associated Press

http://www.spokesmanreview.com/news-story.asp?date=022904&ID=s1493941

Working with the same advertising agency that devised the "Just do it" slogan for Nike, the governor on Friday unveiled the new "Brand Oregon" initiative designed to draw tourists to Oregon mountains and coasts, and buyers to Oregon-made products in the supermarket.

Wild salmon and Oregon wine become the new icons of the state’s image. Elements of the marketing campaign tend to show Oregonians as living a rugged, but tasteful, way of life.

The $450,000 campaign is also designed to spur Oregon’s economy by attracting businesses looking to relocate. Plans call for billboards, radio spots and magazine ads sporting the state’s bounty, its casual but high-toned lifestyle and its new slogan: "Oregon. We love dreamers."

Adding clout to the campaign, Clear Channel Communications — one of the nation’s largest media corporations — has offered about $500,000 worth of free billboard space and radio time.

But Kulongoski said he wants more than just another sales job.

His stated goal with the campaign is to revamp Oregon’s image as a place where quality reigns — in its products, its people and its government — and at the same time raise the value of Oregon goods.

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