“Seven Wonders” Campaign + Film Tourism – Has Affected Increased Visitors To Oregon

The love for the beauty and magnificence of Oregon as a destination continues – this week the New York Times travel section reported that Travel Oregon’s “Seven Wonders” campaign (Wieden + Kennedy), coupled with the “Wild” movie locations tie-in, increased Oregon’s tourism “by nearly 10 percent growth in statewide lodging revenue in 2014 over 2013, an increase of more than 120,000 social media followers, and a record number of unique visitors to its website”.*  Travel Oregon partnered with Oregon Film on three distinct aspects of the “Wild” journey;

  1. the Los Angeles  premiere,
  2. the five screenings around the state, and
  3. the Fox Searchlight prize promotion (that promoted the movie’s release, as well as put a nationwide, and international spotlight on the state).

Our office also noticed an upswing in social media followers and unique visitors to our social media sites after “Wild” premiered, and Fox Searchlight reported that the #LifeisWILD contest alone had over 26,000 unique entries.  Oregon Film and Travel Oregon were able to successfully partner with 10 Oregon vendors (see bottom for complete list of prize partner vendors) and 7 wine, cider and beer associations/guilds as part of an effort to promote the state as a unique place to film, and to visit.  The New York Times has offered up two articles on “Wild” in Oregon, the first came out last year and specifically on the Oregon locations of “Wild”, (read it here), and the most recent, here.

List of Oregon #LifeisWILD vendor partners from all over the state:Cheryl Strayed, Alaska Airlines, Hotel Modera, Nel Centro, Bottle and Bottega, Timberline Lodge, Ashland Springs Hotel, Larks Home Kitchen, Oregon Shakespeare Festival, Crater Lake Lodge.

List of Oregon wine, beer and cider partners for the LA “Wild” premiere, which featured 46 varieties of Oregon wines, 11 beer, 7 cider, and 1 vodka and all represented by: Southern Oregon Wineries Assoc., Willamette Valley Wineries Assoc., Columbia Gorge Winegrowers Assoc., Oregon Brewers Guild, Bend Distillery, Northwest Cider Assoc. and the Oregon Wine Board.

* Linea Gagliano, Travel Oregon
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