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| 2006 Industry Cluster Campaign |
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Media Plan (PDF)
Pixelworks Ad
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| 2005 Business Recruitment Campaign |
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Brand Oregon, working with the Oregon Economic and Community Development Department and the Oregon Economic Development Association, created a one-page business recruitment ad featuring Governor Kulongoski inviting prospective businesses to contact him for information about Oregon as a business location. A
two-page spread has also run in a limited number of publications. The ads encourage readers to email the Governor or call for detailed information about doing business in Oregon.
The objective of business recruitment advertising is to build awareness among out-of-state companies that Oregon is a primary location for business relocation and expansion. With an initial $150,000 media budget, the campaign kicked off in February 2005 publications, with a California-based, business-oriented target market. The goal is to reach top decision makers at small- to medium-sized businesses headquartered in California who may be seeking more cost-effective business-operation locations.
The media plan included the following publications (see full plan for details):
Alaska Airlines
Expansion Management
Site Selection
Business Development Outlook
Business Journals in Sacramento and San Jose
San Francisco Business Times
Fortune Small Business
California CEO
This first phase of the campaign has generated 98 inquiries in just six months, which makes our goal of 100 inquiries per year nearly accomplished. Leads include inquiries from a wide range of sources, including one from a company seeking a location for a vegetable packaging operation; one from a small e-commerce start-up; and one from a manufacturing firm seeking to relocate from California. Members of the Oregon Economic Development Association report their inquiries from Northern California are up, which indicates the campaign may be generating inquiries for regional partners.
A second phase of the campaign expands the media reach into Southern California, with ads running from late June through mid-December 2005. The $175,000 media buy includes the following publications (see full plan for details):
San Francisco Business Times
Sacramento Business Journal
San Jose Business Journal
Los Angeles Business Journal (new)
San Diego Business Journal (new)
Fortune Small Business
California CEO
News Bites
'Brand Oregon' recruiting California business to Oregon; press release
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| 2004 Oregon Bounty Campaign |
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Oregon wines, pears, hazelnuts and cheeses were be featured in the November 2004 Brand Oregon marketing campaign touting Oregon agricultural products. Fifty Oregon wineries hosted special tasting events each weekend in the month of November, and grocery stores and restaurants in Portland, Salem, Eugene, Bend and Medford/Ashland featured Oregon Bounty promotions and events.
Monaco Coach generously donated the RV previously used by the Governor to the campaign. The "Oregon Bounty Mobile" was used in tours around the state to promote the campaign and to provide literature about winery events.
The campaign was a cooperative effort with the Oregon Tourism Commission, agricultural commodity commissions and the Oregon Department of Agriculture. Print and radio advertising in markets from Seattle to Sacramento, as well as an aggressive public relations campaign, will support the promotion. Visit traveloregon.com for full details. Press materials are available here on the Brand Oregon website and a Campaign Report (PDF) also is available.
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| 2004 Oregon Seafood Campaign |
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Brand Oregon's first in-state marketing campaign—promoting Oregon seafood—kicked off April 26, 2004, with a multi-faceted media program and special promotions. Billboard and radio space was partially donated by Clear Channel Communications and participating restaurants and grocery stores featured displays, recipes and point-of-sale material.
The media components of the campaign include:
- 36 billboard placements (33 in the greater Portland area and three in Salem)
- A 60-second radio spot on K103 fm
- 30-second Public Service Announcements on KEX, KPOJ, KRVO, KKRZ and KKWC, all Clear Channel stations
A sampling of the special promotions includes:
- Recipe contests and restaurant certificate giveaways on K103
- Media coverage in newspapers, television and radio
- Featured Oregon Seafood recipes at participating restaurants in the Portland-Salem region
Seafood species included in the campaign were salmon (April/May), pink shrimp (May/June), albacore tuna (August), dungeness crab (January 2005) and sole (February 2005).
Important notice regarding Oregon Wild Logo
For more information about the Oregon Seafood campaign, click here
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| 2004 Heart Healthy Awareness |
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February was declared Heart Healthy Awareness Month in Oregon. Brand Oregon partnered with Providence Heart and Vascular Institute to support various heart health activities. more information
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| Travel Oregon Campaign |
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The Travel Oregon's current ad campaign, featuring all new ads, launched in March 2004 with a much broader reach than previous tourism campaigns. The tourism ads are the primary consumer advertising incorporating the Brand Oregon style.
Visit the Travel Oregon web site to view all the ads and for more information and a media schedule.
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