Branding a state: The evolution of Brand Oregon

In response to a sluggish state economy, Oregon set out in the late 1980s to brand the state’s tourism marketing and economic development efforts. Supported by an entrepreneurial new governor, a marketing-savvy tourism director, a world-class advertising agency and a US$2m budget enhancement, the Oregon Tourism Commission launched the ‘Oregon. Things Look Different Here’ campaign in 1988. This paper reviews the effectiveness of the campaign over time, and examines its successes, shortcomings, evolution and current status.