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Travel Oregon ‘slightly’ exaggerates its tourist destinations in spring campaign

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Most travel destinations like to show you pictures of grand vistas or towering mountains. Travel Oregon is taking a different approach by animating and slightly exaggerating its finest features.

In its spring campaign by Wieden+Kennedy Portland, the Oregon Tourism Commission uses technicolor animation to evoke a magical feeling of being in the state. The ‘Only Slightly Exaggerated’ campaign is a cinematic take on Oregon’s outdoor adventures and natural features, of which there are many.

The 90-second film takes us from a tranquil stream where frogs read newspapers to Trillium Lake below towering Mt. Hood, where families play. It winds through the tulip beds of Woodburn with a giant bunny to a drop of rain falling on a vineyard, instantly producing juicy vines of grapes, then to the coast and majestic Haystack Rock before lighting up the depths of Crater Lake and venturing north to Portland, the high desert and rafting with giant salmon.

The film features an original score by the Oregon symphony. For inspiration, animators traveled the state to experience natural splendor and geographic distinction – from Eastern Oregon to the Oregon Coast to Southern Oregon. A diverse cast of animated human characters and native Oregon flora and fauna are also featured prominently, including a larger-than-life bunny, cycling caterpillar and grey whales swimming through the clouds. While the animation is fantastical and magical, each location featured in the spot is a real place in Oregon.

“The goal of this campaign is to welcome and inspire people to come find happiness by vacationing in Oregon,” said Travel Oregon chief executive Todd Davidson. “As more travelers seek health and wellness, alongside memorable and sharable moments, the time is right to showcase the outdoor adventures available in every corner of the state and build upon the $11.3bn a year in visitor spending that directly employs more than 109,000 Oregonians.”

"We thought Oregon deserved better than just another travel ad," said W+K art director Nick Stokes. "So we turned to animation to try and capture its magic. We're very proud of the work, and I’m honored to represent my home state in such a unique way."

The campaign launched in Portland, San Francisco, Seattle and Phoenix. The media buy includes cinema, TV, digital and out of home. The campaign will be further extended online throughout the year with immersive new content, gifs, stills and short animations featuring Oregon’s seven tourism regions.

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Ask the SMXpert — Page speed, site migrations and crawling

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The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle.

Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery.

Session overview

Technical SEO has always been a critical component of search marketing; it is one of the foundations of ranking success.

In this session, our experts dove into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations. They covered:

  • An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.
  • Tips and tricks on how best to maximize your site’s “crawl budget” to ensure your most important content remains forever accessible.

Melody Petulla, Merkle

Question: Do you recommend 301 redirecting image URLs when changing domains?

Want to learn more? Our ever-growing library of SMXpert articles offers an in-depth look at tips, tactics and strategies from our SMXperts. Check it out!

[Read the full article on Search Engine Land.]

The post Ask the SMXpert — Page speed, site migrations and crawling appeared first on Marketing Land.

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How to choose the best content format for link building

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One of my previous posts talked about how different elements can affect the success of your link-building campaign; I only touched on the subject of content formatting. So today, I want to go into more detail on the common types of content formats used in link building and look at the pros and cons of each one.

There are more formats than I’ll cover here, but these are the formats we use, that cover the most executions and that we have comparison data on.

The above shows that on average, an interactive format (orange) gets more coverage and links than the other forms. This is interesting and of course will be different for all agencies and teams, but this is what our own data shows us.

In this article, I’m going to talk about the top four formats:

  • Interactive.
  • Statics.
  • GIF.
  • Long-form content.

Let’s dive into each one.

[Read the full article on Search Engine Land.]

The post How to choose the best content format for link building appeared first on Marketing Land.

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Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more appeared first on Marketing Land.

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