I recently posted about how the importance of place brands has not diminished because of the myriad new digital communications platforms. However, the ways that places go about branding has changed. This is perfectly demonstrated by our client Travel Lane County (Oregon) in marketing their destination region, Eugene, Cascades & Coast.
Several years ago we developed the brand strategy for Eugene, Cascades & Coast. Since then, Kari Westland and her team have been really inventive in the ways they have gone about building the destination brand.
The Eugene, Cascades & Coast brand is founded on the county having Oregon’s most accessible adventure experiences where you can easily find yourself hiking to spectacular waterfalls or endless public beaches, kayaking white water or ocean estuaries, cycling through wine country or on Oregon's best trails.
Travel Lane County is constantly introducing innovative ways to bring the brand to life. Their latest initiative is Google Trekker which harnesses the latest technology, similar to Google's "street view” to make the destination’s abundant pedestrian trails accessible to viewers around the world. The Google Trekker is a backpack system crowned by rotating cameras capturing 360-degree views. The images are stitched together creating a visually immersive experience. When backpacking wasn't an option, they strapped the Google Trekker camera to boats, horses and bicycles.
Another new initiative is Pinot Bingo. This is a fun, interactive way to tour South Willamette Valley Wine Country. It's easy to play. Visit a winery. Ask them to stamp your bingo card in their numbered space. When you bingo card is full redeem it at the Adventure Center for your prize. I wonder how this can be combined with Google Trekker.
I can't wait to see their next innovations to bring the Eugene, Cascades & Coast brand to life.
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