The campaign objectives were to raise awareness of and inspire travel to each of the wonders in Oregon. The campaign was executed in three phases, in which Travel Oregon, social influencers, fans/followers and like-minded brands challenged the original 7 Wonders of the World by proclaiming, “We see your Wonders, world. And raise you 7 of our own.” Each phase of the campaign focused on a different primary goal including: inspire, activate and engage.
In phase one, a media buy on social platforms helped draw viewers to video spots while simultaneously an influencer takeover occurred on Travel Oregon’s Instagram account.
Phase two consisted of activating fans and followers with the #traveloregon hashtag. Some users posting photos of the 7 Wonders with the hashtag were surprised with prizes from partners such as The Clymb, Danner, and Poler. The hashtag was promoted through targeted advertised content on Facebook and Twitter.
Phase three was designed to showcase user-generated content captured from previous phases, and to reach new audiences and drive entries to a 7 Wonders sweepstakes. Through a mixture of content, paid advertising, and support from influencers, our messaging encouraged fans to view #traveloregon photos of the 7 Wonders of Oregon, cast a vote for their favorite Wonder, and enter for a chance to win an Oregon adventure of their own.