Travel Portland is tasked with drawing visitors to Portland, even during slow tourism months of January, February and March. To remind travelers that the city offers something every minute and a trip is imperative, the organization resurrected its “Portland is Happening Now” campaign through a collaborative effort.
To bring the notion of time to life, Travel Portland built the tallest freestanding cuckoo clock in the U.S. and sent it on a road tour to key markets of Seattle and Vancouver, B.C. LANE served as the campaign’s PR partner and produced a drumbeat of media coverage to drive hotel demand and seed intent to travel.
Travel Portland and its partners raised the profile of Portland, and media coverage more than doubled the previous year’s results for the “Portland is Happening Now” campaign. The Huffington Post, Seattle Times and USA Today we among the results. Hotel demand outstripped analyst expectations, and more travelers reported being extremely likely or very likely to visit Portland in the near future.
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