THE BRIEF

Washington County, Oregon, sits just west of downtown Portland. ​More than simply “the suburbs,” the region is a rich destination full of ​diverse attractions, experiences, and culture. But while locals and ​visitors are familiar with different experiences within the county, the ​region as a whole lacked a cohesive, compelling identity. A rebrand ​from Washington County to “Tualatin Valley” required a new campaign ​to get the word out.

THE INSIGHT

Tualatin Valley is a place you know—and love—but you’ve never heard ​of. Our goal was to transfer the positive feelings locals and visitors ​have for “Washington County” to “Tualatin Valley” through a campaign ​that makes the region as a whole responsible for the incredible ​experiences found within it.

THE SOLUTION

The “Near & Dear” campaign combines the proximity of Tualatin Valley ​to downtown Portland with the overwhelming affinity visitors have for ​the adventures found in the area. This large, multi-channel campaign ​targeting locals, day trippers from Portland, and overnight visitors ​highlights the “Best-of-Oregon experiences” found in Tualatin Valley, ​while avoiding the “Best-of-Oregon” crowds found in the state’s more ​well-known regions.

THE RESUTLS

Building recognition and affinity for a new Destination Marketing ​Organization (DMO) takes time, but Tualatin Valley has already seen a ​300% year over year increase in direct homepage visits, double the ​homepages visits via search, and a 48% increase in overall web ​traffic.