W+K Gives Oregon the Humblest Tourism Slogan Yet: ‘We Like It Here. You Might Too’

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Yesterday we looked at some grand tourism ads for Wyoming. Today, let’s take a peek at a tourism campaign that’s more humble, at least on the surface—Wieden + Kennedy Portland’s new ads for its home state of Oregon.

States spend a ton of money trying to find the perfect line that sums up their identity and everything they have to offer. Which is why W+K’s new slogan for Oregon is refreshingly simple and to the point: “We like it here. You might too.”

Of course, ot’s a sophisticated line that it seems. It sells the state’s grandeur by pretending it’s the opposite—more homey than grand. A raft of 15-second spots play up this gap with wry voiceovers in which many of the state’s impressive attractions—Crater Lake, The Willamette Valley, Alvord Desert—are presented in “Yeah, they’re OK, I guess” fashion.

The viewer will feel smart for being in on the joke, and will likely be more open to this kind of quirky pitch than your typically overwrought tourism messaging. 

“Oregon is an inspiring, beautiful and geographically diverse part of the country, and we want more people to explore and enjoy it,” said Eric Baldwin, creative director at W+K. “Oregonians are humble, though, so we thought it would be fun to undersell the magnificence, that’s how we arrived at ‘We like it here. You might too.’ “

The spots will air in Portland, Seattle, San Francisco, Boise and Vancouver, B.C. Check out more spots below, along with the print and out-of-home work. 

CREDITS

—Video Credits

Client: Travel Oregon

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Eric Baldwin/Kathy Hepinstall
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producer: Felicia Glover

Production Company: Hatch
Director: Trevor Fife
Executive Producer: Adam Bagger
Line Producer: Chad Parker
Director of Photography: Trevor Fife

Editorial Company: Hatch
Post Producer: Adam Bagger
Post Executive Producer: Adam Bagger

VFX Supervisor: Rebecca Borsman
Flame Artist: MPC
VFX Producer: Rebecca Borsman
Titles/Graphics: WK Studio

Music+Sound Company: Walker
Composer: Colin Meloy
Producer: Sara Matarazzo

Mix Company: Lime
Mixer: Rohan Young

—Print and Out-of-Home Credits

Client: Travel Oregon

W+K PORTLANDAgency: Wieden + Kennedy, Portland, Ore.Creative Directors: Eric Baldwin/Kathy Hepinstall
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producer: Kristin Holder/Hope Reynolds

Partners
Photographer: Clayton Cotterell
Re-toucher: Lilly Archer/Greg Radich

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