Marketing Case Study: Only Slightly Exaggerated | Travel Oregon

Travel Oregon Value Proposition: 

Travel Oregon took a new approach with Portland advertising agency Wieden and Kenned's new animated commercial. This advertisement looks like it was pulled straight out of a Hayao Miyazaki films.



The "Only Slightly Exaggerated" comes from highlighting the natural wonders found in the pacific northwest state. Whether it comes from the flora and fauna, to a hidden wine country and the outdoor activities offered uniquely to an Oregon experience.

The ad also shows off another gem that the Oregon has, the Oregon Symphony, which forged the matching aesthetics to this Studio Ghibli like movie advertisement.

Which is real?

Which is slightly exaggerated?

Google says: The Oregon Tourism Commission, which does business as Travel Oregon, is a semi-independent agency of the government of Oregon based in the state capital of Salem.

2018: Tourism generated on average $11.8 billion in Oregon and supplies 112,000 jobs

In addition to the success of the advertisement for Travel Oregon, I would definitely play this ad more in different media platforms in Oregon. Also make a sequel or another ad with another famous media artist inspiration.

From the Travel Oregon Website:

"Oregon is magic. It’s something that can’t quite be captured in photos or film. It’s a feeling you get when you’re here. When you swim in the lakes, when you breathe the air, when you’re humbled by mountains and forests and vast deserts. The magic is intangible, but you feel it all around you.”

Questions

Does seeing this advertisement make you want to visit Oregon’s Magical Wonders?

Target Audience? Is this ad only for Oregonians?

How do you feel about this advertisement campaign? Good? Bad?

Check out the website and video link below for more information.

Links:

Travel Oregon

Travel Oregon Website

http://industry.traveloregon.com

https://traveloregon.com/only-slightly-exaggerated/

https://info.advertising.expedia.com/multi-national-travel-trends-in-the-tourism-industry