Destination marketing is always a balance between showcasing tangible pieces of a place — things to do and see — and delivering a more atmospheric impression that builds the brand.
In a follow-up marketing promo to its 7 Wonders of Oregon project, the Travel Oregon team decided to have seven custom bike builders create bicycles inspired by both these wonders and the state's well-known bike friendliness.
The bikes are now being stashed across the state — somewhere near the wonder — to be discovered each week in a scavenger hunt that runs throughout the rest of June and into July and early August.
A series of online clues are released, allowing users to sleuth their way to each bike. The first person that finds the bike wins it! And if there is a tie, as in two people arrive at the very same time, then each will be asked ten questions about Oregon. The most accurate answerer wins the bike.
There are two key reasons why we like this promotion: 1) it ties into the artisan, hand-crafted, authentic experience trend by employing bike makers to design and build these one-of-a-kind bikes, and 2) by focusing on these makers, in addition to the great outdoors that make the state a fantastic biking destination, it delivers on what makes Oregon special.
The added bonus of the scavenger-style format is that the brand reaches a wider audience via its digital clues, which is then translated into real-world movements as teams search for the bikes throughout the summer.
The campaign is also supported by a series of videos that showcase the natural beauty of the state vis-a-vis the 7 Wonders.
Each of the seven bikes is unique, and "hand built for Oregon." The video will be used as a commercial throughout targeted markets in order to raise awareness and boost participation. Obviously the winner has to be present, so there is as much a push to grow intra-state travel as there is to target drive markets who can come in and participate.
Each bike will then be featured in its own video, offering background on its heritage and provenance. The videos act as markers of distinction for each of the one-of-a-kind bikes and will be released leading up to the week where that bike is being hidden. Here are the rules.