Using the state's history of a free and public coastline, the OCVA introduced the tagline of "The People's Coast" and a new Web site on August 5, along with an advertising campaign, to encourage travelers, both in the area and across the country, to consider the 363-mile coast their own.
"When I tell you [about the Oregon Coast], it's not the same as when a traveler tells you," said Rebecah Morris, executive director of the OCVA. "What we did with the new Web site was allow people to share their story about their experience on the Oregon Coast."
The site, which launched on August 5, includes an interactive map, advice about where to stay and what to do, and a featured city, and incorporates social media as a way for visitors to interact, tell their Oregon Coast stories, and upload photos.
Legislation in 2003 established a 1% state lodging tax, and when OCVA began receiving the money, it increased its marketing, Morris said. It also hired Portland-based Coates Kokes as PR AOR in July, and the agency has been helping with the rebranding, including media outreach to national and local travel publications, and promoting events taking place along the coast.
The entire marketing budget for the campaign was $300,000 and the OCVA worked with Portland-ad firm Wieden & Kennedy for advertising and digital brand company Substance on the Web site.