Oregon celebrates the beauty of the great outdoors. The state boasts some of the most unique outdoor activities in the U.S. To really know Oregon, you have to get out and experience it. And exploring everything Oregon has to offer is an activity near and dear to Oregonian hearts.
The 7 Wonders of Oregon campaign was based on the notion that whoever came up with the 7 Wonders of the World never actually visited Oregon, because none of Oregon’s natural wonders made the list.
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.
Through each of the phases, we were able to exceed expectations and reach the overall campaign objectives through social media efforts. The following results were achieved…
During phase one, Travel Oregon’s Facebook community grew more than 26k fans, Twitter by more than 6k followers, and Instagram by nearly 8k followers. Finally, the campaign generated 1.1 million views on YouTube, which was a 70% increase in views compared to the same time period in 2013.
During phase two, Travel Oregon’s Facebook community grew by nearly 15k fans, Twitter by more than 3.5k. Additionally, #traveloregon was used 45k on Instagram alone, a 307% increase compared to prior to the campaign.
During phase three, Travel Oregon’s Facebook community grew by more than 26k fans. The sweepstakes generated more than 43k votes, received more than 28k entries and generated 28k+ email subscribers for Travel Oregon and its partners.