New Oregon Travel Campaign Inspires Adventure with Awe and Optimism

Today, Travel Oregon is launching its first out-of-state ad since the start of the pandemic, with the return of its popular “Just Slightly Overdone” movie and animation campaign. Newfound creativity, infused with hope and optimism, will remind Oregonians and potential visitors of the state’s majestic vistas, abundant outdoor recreation, and cultural richness.

“The campaign celebrates the spirit and diversity of the people of Oregon and shares the magical feeling of being in Oregon through the wonders and beauty of our state,” said Todd Davidson, CEO of Travel Oregon. “The impact of COVID-19 on Oregon’s tourism economy is dramatic and immediate, as travel has been disrupted and homestay requests have been made to protect public health. We are excited to reintroduce travelers to Oregon 18 months later and remind them of the experiences our state has to offer as part of a broader strategic effort to support economic recovery in our tourism-dependent spender communities.

Continuing the visual story of the agency’s most successful campaign to date – the original film has been viewed more than 38 million times – the new 1:45-minute commercial takes viewers through the state’s natural wonders and thrilling adventures, featuring a cast of true Oregonians who represent the heart and soul of the state. From CJ McCollum and Bill Walton toasting at a scenic Willamette Valley winery to George Fletcher at Pendleton Round-Up, Oregon’s people and places come to artistic life.

Launching today in Portland, San Francisco, Los Angeles, Seattle, Eugene, Bend, Medford, Tri-Cities, Sacramento, and Boise, the campaign features an integrated blend of television, digital, social, and outdoor advertising.

With autumn and winter approaching, communities are more dependent than ever on visitor spending. Travel Oregon’s campaign welcomes anyone who dreams of the future and plans memorable Oregon experiences that help businesses across the state by reinforcing messages of safety and friendship for the travel team. Hospitality through stories on traveloregon.com and social media channels.

“We are excited to be partnering with longtime client Travel Oregon to dive back into the world of ‘Only Slightly Exaggerated,’” said Nick Stokes, Creative Director of Wieden + Kennedy.

Creative came to life in collaboration with longtime advertising partner Wieden + Kennedy, with animation by Psyop and Sun Creature Studio and soundtrack composed by Jim Dooley. In addition, several local agencies including Sparkloft Media, Maxwell, ThinkShout, and Logical Position helped take the campaign to the next level through various strategies and platforms.