The National Council of State Tourism Directors (NCSTD) honored Travel Oregon with a Mercury Award for Best State Tourism Print Advertising, for the "Book of Oregon" campaign.
The "Book of Oregon" campaign, developed for Travel Oregon by Wieden+Kennedy, is the most effective Oregon has ever run in terms of generating trips. In a 2008 ad accountability study conducted for Travel Oregon by independent research firm Longwoods International, the campaign's short term results indicate it generated $228.2 million in incremental visitor spending and $9.1 million in total tax impact.
"The recognition is particularly meaningful to us because the 'Book of Oregon' campaign celebrates Oregonians themselves," said Kevin Wright, Travel Oregon's Director of Consumer Marketing. "The ads tell the stories of today's pioneers...their dreams, character, unique culture, and the authentic experiences they create that entice visitors to our state every day," he said. "To receive repeated high honors confirms that Oregon's marketing programs rank among the best in the nation."
With its Mercury Awards, the U.S. Travel Association recognizes state and territory tourism offices for excellence and creative accomplishment in travel marketing and promotion. Winning programs serve as models to foster imagination and innovation in the development of future destination programs.
To view the winning "Book of Oregon" advertising creative, visit: http://www.TravelOregon.com/Book-Of-Oregon.aspx