Tourism in Oregon has never been better. But as a state considered off the beaten path by vacationers and a secret worth keeping secret by Oregonians, it didn’t feel right to brag too much about the beauty of our diverse natural wonders, even in a tourism campaign. Because maybe all of California would show up next Tuesday and that would make parking kind of a hassle.

That said, we do love it here.

So the objective of this work was to capture the wry, subdued Oregonian voice in order to intentionally undersell the magnificent landscapes that make Oregon special.