The document is a brand handbook for promoting the Oregon Coast as "The People's Coast". It summarizes Oregon law that declares the entire coastline as free and open to the public. The handbook provides guidelines and templates for producing advertising content in print and digital formats to promote the coast as a regional brand. It includes example layouts, approved photography, guidelines on typography, color and logo usage. The goal is to help different entities along the coast speak with one consistent voice to make a stronger impact in attracting visitors.
This document provides branding guidelines for Eastern Oregon tourism. It includes sections on differentiation, brand platform, audience, logo usage, typography, and photography. The differentiation section outlines four attributes that can unify Eastern Oregon's marketing materials: Everyday History, Endless Possibility, Life Slowed Down to Perfection, and Affecting Beauty. The brand platform discusses wanting visitors but not too many. It aims to appeal to adventurous cultural travelers and empty nesters seeking relaxation without crowds. The guidelines provide logo size requirements, preferred uses, and restrictions. It also specifies primary and secondary fonts to ensure continuity across materials.
Avia Design Group provides branding, marketing, and design services to help businesses and destinations strengthen their visual identity and communicate their message effectively through various visual mediums like print, video, and wayfinding. They take a strategic approach to understanding clients' objectives and audiences to develop brands and visual identities that empower organizations and move them forward. Avia has studios across the U.S. and Canada and works with clients in various industries and locations.
A proposed radio advertisement for Coca-Cola targets 16-19 year olds in England, USA, Australia. The ad depicts a family enjoying themselves on a beach, playing in the sea and drinking Coke, communicating that Coke is paradise. It aims to make listeners feel like they are experiencing the family's beach vacation and convey that paradise can be found in simple pleasures. The style is inspired by other beach-themed Coke ads but sets the scene on an island instead of a party. The ad promises that paradise is what you make it and appeals to teenagers' desire for vacation getaways. It avoids potentially offensive content and copyright issues through its original concept and scenario.
The Artist/Art as a Branding Experience: Arts and Entertainment Experience (U...Kelly Page
This document discusses branding considerations for artists, creatives, and cultural enterprises. It defines what branding and a brand experience are, explaining that a brand represents a set of unique values and social contract with audiences. Branding is important because it conveys meaning and ignites passion. The document also discusses how artists and celebrities can be considered brands themselves and the concept of brand extension. It provides examples of crossover artists and entertainment franchises. The document outlines additional branding concepts like developing a brand identity, audience-based brand equity, discovering a brand's personality, brand positioning strategies, trademarks as part of brand identity, and building social brands.
The document summarizes the brand story and philosophy of Daze Dayz, a surf and swimwear brand founded in 2015 focusing on beach lifestyle and ocean culture. The brand was created by a fashion designer with over 10 years of experience who traveled the world and was inspired by different coastal cultures. Daze Dayz aims to represent the spirit of adventure and appreciation for nature through their designs and collaborations with influencers sharing their lifestyle values.
This document discusses a marketing communication campaign for P&O Ferries. It begins by analyzing P&O's current situation, including its brand image from the 1970s-1980s and declining passenger numbers. It then defines the campaign's objectives to give P&O a new image and promote it as a fresh, exciting journey. Multiple target markets are identified, including strategies to reach them through various media channels. The campaign utilizes an emotional resonance strategy and will be measured through click-through rates and surveys.
Coca-Cola will celebrate the 100th anniversary of its iconic contour bottle with a global art tour exhibition in Johannesburg from March 11-14. The exhibition, titled "The Coca-Cola Bottle Art Tour: Inspiring Pop Culture For 100 Years", will feature artwork from Coca-Cola's collection of over 33,000 pieces depicting the contour bottle from artists like Andy Warhol and South Africa's Mbongeni Buthelezi. The contour bottle continues to inspire moments of happiness for consumers and artists alike after 100 years as one of the most famous packaging designs in the world.
This document provides information on the soft drink Irn-Bru, including:
1) Irn-Bru is a unique-tasting carbonated soft drink created in Scotland in 1901 that contains 32 different flavors.
2) In Scotland, Irn-Bru is one of the most popular soft drinks, with consumption on par with Coca-Cola and Pepsi.
3) Irn-Bru appeals to proud Scots with a sense of humor through memorable and funny advertising campaigns.
This document provides branding guidelines for Eastern Oregon tourism. It includes sections on differentiation, brand platform, audience, logo usage, typography, and photography. The differentiation section outlines four attributes that can unify Eastern Oregon's marketing materials: Everyday History, Endless Possibility, Life Slowed Down to Perfection, and Affecting Beauty. The brand platform discusses wanting visitors but not too many. It aims to appeal to adventurous cultural travelers and empty nesters seeking relaxation without crowds. The guidelines provide logo size requirements, preferred uses, and restrictions. It also specifies primary and secondary fonts to ensure continuity across materials.
Avia Design Group provides branding, marketing, and design services to help businesses and destinations strengthen their visual identity and communicate their message effectively through various visual mediums like print, video, and wayfinding. They take a strategic approach to understanding clients' objectives and audiences to develop brands and visual identities that empower organizations and move them forward. Avia has studios across the U.S. and Canada and works with clients in various industries and locations.
A proposed radio advertisement for Coca-Cola targets 16-19 year olds in England, USA, Australia. The ad depicts a family enjoying themselves on a beach, playing in the sea and drinking Coke, communicating that Coke is paradise. It aims to make listeners feel like they are experiencing the family's beach vacation and convey that paradise can be found in simple pleasures. The style is inspired by other beach-themed Coke ads but sets the scene on an island instead of a party. The ad promises that paradise is what you make it and appeals to teenagers' desire for vacation getaways. It avoids potentially offensive content and copyright issues through its original concept and scenario.
The Artist/Art as a Branding Experience: Arts and Entertainment Experience (U...Kelly Page
This document discusses branding considerations for artists, creatives, and cultural enterprises. It defines what branding and a brand experience are, explaining that a brand represents a set of unique values and social contract with audiences. Branding is important because it conveys meaning and ignites passion. The document also discusses how artists and celebrities can be considered brands themselves and the concept of brand extension. It provides examples of crossover artists and entertainment franchises. The document outlines additional branding concepts like developing a brand identity, audience-based brand equity, discovering a brand's personality, brand positioning strategies, trademarks as part of brand identity, and building social brands.
The document summarizes the brand story and philosophy of Daze Dayz, a surf and swimwear brand founded in 2015 focusing on beach lifestyle and ocean culture. The brand was created by a fashion designer with over 10 years of experience who traveled the world and was inspired by different coastal cultures. Daze Dayz aims to represent the spirit of adventure and appreciation for nature through their designs and collaborations with influencers sharing their lifestyle values.
This document discusses a marketing communication campaign for P&O Ferries. It begins by analyzing P&O's current situation, including its brand image from the 1970s-1980s and declining passenger numbers. It then defines the campaign's objectives to give P&O a new image and promote it as a fresh, exciting journey. Multiple target markets are identified, including strategies to reach them through various media channels. The campaign utilizes an emotional resonance strategy and will be measured through click-through rates and surveys.
Coca-Cola will celebrate the 100th anniversary of its iconic contour bottle with a global art tour exhibition in Johannesburg from March 11-14. The exhibition, titled "The Coca-Cola Bottle Art Tour: Inspiring Pop Culture For 100 Years", will feature artwork from Coca-Cola's collection of over 33,000 pieces depicting the contour bottle from artists like Andy Warhol and South Africa's Mbongeni Buthelezi. The contour bottle continues to inspire moments of happiness for consumers and artists alike after 100 years as one of the most famous packaging designs in the world.
This document provides information on the soft drink Irn-Bru, including:
1) Irn-Bru is a unique-tasting carbonated soft drink created in Scotland in 1901 that contains 32 different flavors.
2) In Scotland, Irn-Bru is one of the most popular soft drinks, with consumption on par with Coca-Cola and Pepsi.
3) Irn-Bru appeals to proud Scots with a sense of humor through memorable and funny advertising campaigns.
Ocva presentation 2011 welcome center conferenceLucy Gibson
The Oregon Coast The People's Coast region promotes tourism across the 363 miles of Oregon's Pacific coastline. It focuses on driving overnight visitors through branding the coast as "The People's Coast" and aims to increase awareness, inquiries, website traffic and engagement through advertising, its website and social media. The organization provides resources like its Mile-by-Mile guide and the new 2012-2014 Official Oregon Coast Visitor Guide to help visitors explore the coast and learn about its people.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on customers' preferences. Most respondents were ages 18-24, with a relatively even split between males and females. Blue and green were strongly preferred colors. Images were highly preferred to text in advertisements. Most customers booked travel online and were interested in destinations that offered relaxation and historical sites. The research provided insight into how to design advertisements and trips to appeal to this target audience.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on customers' preferences. Most respondents were ages 18-24, with a relatively even split between males and females. Blue and green were strongly preferred colors. Images were highly preferred to text in advertisements. Most customers booked travel online and were interested in destinations that offered relaxation and historical sites. The research provided insight into how to design advertisements and trips to appeal to this target audience.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on demographics, preferences, and perceptions. Most respondents were ages 18-24, liked blue and green colors, preferred images over just words in advertisements, and booked holidays online. Relaxing locations, historic sites, and places for drinking and dining were popular desired activities. Respondents associated York specifically with its history, tourists, shops, and restaurants. The analysis indicates appealing to this audience through competitively priced trips featuring these types of locations and activities, with colorful, image-heavy advertisements.
Here are the key points from the research evaluation:
- Product research provided examples of existing travel advertisements to understand effective design elements. However, it lacked customer insights.
- The online questionnaire received around 16 responses from a diverse sample, allowing generalizable insights. However, online distribution risks a low response rate.
- Structured interviews allowed an in-depth understanding of customer preferences and experiences. But the small sample size limits generalizability.
Overall, triangulating multiple research methods provided a well-rounded perspective on the target audience for the travel advertisements. Both qualitative and quantitative data informed the audience profile and design approach.
The Oregon Coast region spans 363 miles along the Pacific coast from Astoria to Brookings-Harbor, covering six coastal counties. The Oregon Coast Visitors Association focuses on driving overnight visitors to the entire coast through branding, advertising, their website and social media. Their goals are to increase awareness of the Oregon coast and engagement through their visitor guide, print and online ads, e-newsletters, and media outreach such as hosting press trips. They highlight new attractions on the coast like zip lining and guided kayak tours to encourage exploration.
Countries with the highest quality of lifePaul Scheider
Micron Associates provides a travel guide highlighting some of the best cities for dating in the United States. It discusses 10 cities - Austin, Boston, Chicago, Miami, New Orleans, New York City, Phoenix & Scottsdale, San Diego, San Francisco, and Seattle - and summarizes the key reasons each is considered a top dating destination. For each city, it outlines the dating scene, popular date activities and locations, natural attractions conducive to romance, and cultural amenities that enhance one's chances of finding a partner. The guide aims to help singles looking to meet a potential romantic partner by showcasing cities with large populations of other singles and plentiful dating opportunities in beautiful, vibrant settings.
Mondegreen is an annual music festival located on Navy Pier in Chicago that features bands, comedy, and art. It aims to bring together people from diverse backgrounds through creative expression and provide a platform for emerging artists. The festival will use various venues on Navy Pier such as the Grand Ballroom, Festival Hall, Lakeview Terrace, and Rooftop Terrace to host performances and amenities. It prioritizes being environmentally friendly through initiatives like recycling stations and water refilling stations.
This document contains the portfolio of a graphic designer named Tandiwe Caso. It includes sections about her background and experience, as well as samples of her work in areas like branding, posters, packaging, photography, campaigns and publishing. The portfolio provides an overview of Caso's graphic design skills and style, which focuses on traditional designs with geometric patterns inspired by artists like Picasso. It showcases some of her client work and personal projects.
This document summarizes research conducted on the Snow Roads, a 90-mile scenic route in Scotland. Key findings include:
- Visitors from the US found the Snow Roads concept most appealing, valuing scenery and places to stop along the way.
- Local businesses were generally supportive but unsure of tourism impacts and return on investment.
- Visitor groups like families and overseas travelers had specific needs around activities, culture, and accessibility.
- Themes that emerged for visitors included disconnecting from daily life, feeling connected to local culture and history, promoting and protecting the natural environment, and nostalgia for past visits.
- Opportunities exist to enhance the experience digitally through apps, while respecting the
This document provides information about the Green. Beer. Fest. magazine and festival. It includes articles about the Colorado Ocean Coalition promoting ocean conservation, tips for beginning home brewers to learn the process, and advice for bands preparing for their first recording session such as practicing, having finished songs, and being well-prepared with functioning equipment. It also provides background on the Green. Beer. Fest. and its rebranding from the previous Frack Free Brew Festival to have a greater focus on sustainability and innovation.
Surfers Against Sewage is an environmental charity founded in 1990 by surfers in Cornwall to improve water quality and protect the UK's oceans. They educate communities about conservation, organize beach cleanups that have removed over half a tonne of litter, and advocate for policies to address issues like water pollution, plastic waste, and threats to surfing areas. Some of their successes include educating over 1,000 students about ocean conservation and engaging companies like Haribo to improve packaging and reduce litter. They continue working to enhance ocean protections and gain recognition for surfing as part of UK heritage and culture.
A presentation for Sea Life aquarium by fictional agency "The Journey" for campaign planning class, MA Advertising and Marketing Communications, Bournemouth University UK.
The document provides recommendations for branding the community of Park Hill in North Little Rock, Arkansas. It begins by discussing principles of community branding and how it differs from traditional product branding. It then provides Park Hill's brand statement, outlines ways to extend the brand identity through various mediums, and offers suggestions for signage, banners, bags, and t-shirts to promote the Park Hill brand and identity.
This document outlines St. Pete/Clearwater's fall/winter traditional media plan. It discusses focusing their new brand platform on the theme of "Vibrancy" and highlighting the sensory experiences available in the destination. This includes developing advertising highlighting how visitors' senses are heightened through interactions with the vivid colors, sounds, tastes and other small details. The plan details specific advertising campaigns, partnerships and cooperative opportunities to promote travel to the area.
Beyond the Shore Paddlefest is Southern California premiere ocean awareness, stand up paddle, yoga, community festival taking place on September 18, 2016 in Redondo Beach.
when looking to grow a sustainable economy, do you want Seed or Sod? Lake Tahoe tourism strategy has relied on large carbon-loading event menu focused around 2 seasons and 4 main activities to attract people.
But really, Tahoe looks better naked. it is much more rewarding to enter the basin like a temple of sacred water waiting and willing to heal, inspire and transform the respectful touch.
Working with Influencers - Sparkloft MediaTravel Oregon
This document provides an overview of using social media influencers to promote brands and campaigns. It discusses what influencers are and how big brands like Marriott have partnered with them. Two case studies are presented: a "7 Wonders" tourism campaign that engaged influencers to promote destinations, and a "Brand USA Culinary Tour" that involved influencers exploring different regions. A six-step process for brands to partner with influencers is then outlined: research influencers, conduct outreach, plan the campaign, activate the influencers, reactivate them later, and measure results. The presentation emphasizes how influencers can authentically promote brands to their loyal followers.
The End of Free Social - Sparkloft MediaTravel Oregon
This document discusses the shift from free to paid social media. It notes that in 2010, major platforms like Facebook, Instagram, and Twitter launched and grew rapidly while content was free. However, the focus has shifted to "pay to play" as platforms now require paying for ads and promotions to reach audiences. It provides examples of common social media ad types and pricing. The document recommends changing content strategies, testing new platforms and influencer marketing as ways for brands to adapt to this new paid environment.
Ocva presentation 2011 welcome center conferenceLucy Gibson
The Oregon Coast The People's Coast region promotes tourism across the 363 miles of Oregon's Pacific coastline. It focuses on driving overnight visitors through branding the coast as "The People's Coast" and aims to increase awareness, inquiries, website traffic and engagement through advertising, its website and social media. The organization provides resources like its Mile-by-Mile guide and the new 2012-2014 Official Oregon Coast Visitor Guide to help visitors explore the coast and learn about its people.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on customers' preferences. Most respondents were ages 18-24, with a relatively even split between males and females. Blue and green were strongly preferred colors. Images were highly preferred to text in advertisements. Most customers booked travel online and were interested in destinations that offered relaxation and historical sites. The research provided insight into how to design advertisements and trips to appeal to this target audience.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on customers' preferences. Most respondents were ages 18-24, with a relatively even split between males and females. Blue and green were strongly preferred colors. Images were highly preferred to text in advertisements. Most customers booked travel online and were interested in destinations that offered relaxation and historical sites. The research provided insight into how to design advertisements and trips to appeal to this target audience.
The document summarizes research conducted on potential customers for a travel company focused on trips to locations in northern England. A questionnaire was administered to gather information on demographics, preferences, and perceptions. Most respondents were ages 18-24, liked blue and green colors, preferred images over just words in advertisements, and booked holidays online. Relaxing locations, historic sites, and places for drinking and dining were popular desired activities. Respondents associated York specifically with its history, tourists, shops, and restaurants. The analysis indicates appealing to this audience through competitively priced trips featuring these types of locations and activities, with colorful, image-heavy advertisements.
Here are the key points from the research evaluation:
- Product research provided examples of existing travel advertisements to understand effective design elements. However, it lacked customer insights.
- The online questionnaire received around 16 responses from a diverse sample, allowing generalizable insights. However, online distribution risks a low response rate.
- Structured interviews allowed an in-depth understanding of customer preferences and experiences. But the small sample size limits generalizability.
Overall, triangulating multiple research methods provided a well-rounded perspective on the target audience for the travel advertisements. Both qualitative and quantitative data informed the audience profile and design approach.
The Oregon Coast region spans 363 miles along the Pacific coast from Astoria to Brookings-Harbor, covering six coastal counties. The Oregon Coast Visitors Association focuses on driving overnight visitors to the entire coast through branding, advertising, their website and social media. Their goals are to increase awareness of the Oregon coast and engagement through their visitor guide, print and online ads, e-newsletters, and media outreach such as hosting press trips. They highlight new attractions on the coast like zip lining and guided kayak tours to encourage exploration.
Countries with the highest quality of lifePaul Scheider
Micron Associates provides a travel guide highlighting some of the best cities for dating in the United States. It discusses 10 cities - Austin, Boston, Chicago, Miami, New Orleans, New York City, Phoenix & Scottsdale, San Diego, San Francisco, and Seattle - and summarizes the key reasons each is considered a top dating destination. For each city, it outlines the dating scene, popular date activities and locations, natural attractions conducive to romance, and cultural amenities that enhance one's chances of finding a partner. The guide aims to help singles looking to meet a potential romantic partner by showcasing cities with large populations of other singles and plentiful dating opportunities in beautiful, vibrant settings.
Mondegreen is an annual music festival located on Navy Pier in Chicago that features bands, comedy, and art. It aims to bring together people from diverse backgrounds through creative expression and provide a platform for emerging artists. The festival will use various venues on Navy Pier such as the Grand Ballroom, Festival Hall, Lakeview Terrace, and Rooftop Terrace to host performances and amenities. It prioritizes being environmentally friendly through initiatives like recycling stations and water refilling stations.
This document contains the portfolio of a graphic designer named Tandiwe Caso. It includes sections about her background and experience, as well as samples of her work in areas like branding, posters, packaging, photography, campaigns and publishing. The portfolio provides an overview of Caso's graphic design skills and style, which focuses on traditional designs with geometric patterns inspired by artists like Picasso. It showcases some of her client work and personal projects.
This document summarizes research conducted on the Snow Roads, a 90-mile scenic route in Scotland. Key findings include:
- Visitors from the US found the Snow Roads concept most appealing, valuing scenery and places to stop along the way.
- Local businesses were generally supportive but unsure of tourism impacts and return on investment.
- Visitor groups like families and overseas travelers had specific needs around activities, culture, and accessibility.
- Themes that emerged for visitors included disconnecting from daily life, feeling connected to local culture and history, promoting and protecting the natural environment, and nostalgia for past visits.
- Opportunities exist to enhance the experience digitally through apps, while respecting the
This document provides information about the Green. Beer. Fest. magazine and festival. It includes articles about the Colorado Ocean Coalition promoting ocean conservation, tips for beginning home brewers to learn the process, and advice for bands preparing for their first recording session such as practicing, having finished songs, and being well-prepared with functioning equipment. It also provides background on the Green. Beer. Fest. and its rebranding from the previous Frack Free Brew Festival to have a greater focus on sustainability and innovation.
Surfers Against Sewage is an environmental charity founded in 1990 by surfers in Cornwall to improve water quality and protect the UK's oceans. They educate communities about conservation, organize beach cleanups that have removed over half a tonne of litter, and advocate for policies to address issues like water pollution, plastic waste, and threats to surfing areas. Some of their successes include educating over 1,000 students about ocean conservation and engaging companies like Haribo to improve packaging and reduce litter. They continue working to enhance ocean protections and gain recognition for surfing as part of UK heritage and culture.
A presentation for Sea Life aquarium by fictional agency "The Journey" for campaign planning class, MA Advertising and Marketing Communications, Bournemouth University UK.
The document provides recommendations for branding the community of Park Hill in North Little Rock, Arkansas. It begins by discussing principles of community branding and how it differs from traditional product branding. It then provides Park Hill's brand statement, outlines ways to extend the brand identity through various mediums, and offers suggestions for signage, banners, bags, and t-shirts to promote the Park Hill brand and identity.
This document outlines St. Pete/Clearwater's fall/winter traditional media plan. It discusses focusing their new brand platform on the theme of "Vibrancy" and highlighting the sensory experiences available in the destination. This includes developing advertising highlighting how visitors' senses are heightened through interactions with the vivid colors, sounds, tastes and other small details. The plan details specific advertising campaigns, partnerships and cooperative opportunities to promote travel to the area.
Beyond the Shore Paddlefest is Southern California premiere ocean awareness, stand up paddle, yoga, community festival taking place on September 18, 2016 in Redondo Beach.
when looking to grow a sustainable economy, do you want Seed or Sod? Lake Tahoe tourism strategy has relied on large carbon-loading event menu focused around 2 seasons and 4 main activities to attract people.
But really, Tahoe looks better naked. it is much more rewarding to enter the basin like a temple of sacred water waiting and willing to heal, inspire and transform the respectful touch.
Working with Influencers - Sparkloft MediaTravel Oregon
This document provides an overview of using social media influencers to promote brands and campaigns. It discusses what influencers are and how big brands like Marriott have partnered with them. Two case studies are presented: a "7 Wonders" tourism campaign that engaged influencers to promote destinations, and a "Brand USA Culinary Tour" that involved influencers exploring different regions. A six-step process for brands to partner with influencers is then outlined: research influencers, conduct outreach, plan the campaign, activate the influencers, reactivate them later, and measure results. The presentation emphasizes how influencers can authentically promote brands to their loyal followers.
The End of Free Social - Sparkloft MediaTravel Oregon
This document discusses the shift from free to paid social media. It notes that in 2010, major platforms like Facebook, Instagram, and Twitter launched and grew rapidly while content was free. However, the focus has shifted to "pay to play" as platforms now require paying for ads and promotions to reach audiences. It provides examples of common social media ad types and pricing. The document recommends changing content strategies, testing new platforms and influencer marketing as ways for brands to adapt to this new paid environment.
Voluntourism: Understanding and Creating Opportunities - Crooked TrailsTravel Oregon
More and more people are choosing to spend their vacation time volunteering, making the concept of "voluntourism" one of the fastest growing travel trends today.
Trends in Tourism Marketing - Michael GaudioTravel Oregon
From the dramatic rise in mobile-savvy travelers, to the ever-changing social landscape, to the importance of video strategy, to the variety of apps that help visitors travel like a local; it is critical to reach today's tech-savvy traveler now more than ever.
The document discusses The Oregon Experience and The Promise We Hold. It includes photos credited to various photographers and quotes from Stephen Covey about respectful human beings going beyond preconceived ideas. The document has minimal text and is primarily a collection of photos with credits.
This document outlines Travel Oregon's multi-channel marketing approach to reach consumers interested in traveling to Oregon. It describes Travel Oregon's website that receives nearly 7 million annual views, their visitor guide distributed to 300,000 people, four email newsletters sent to over 175,000 subscribers monthly, and their brochure program displayed at eight welcome centers that also provides online and mobile exposure for participants. Working with Travel Oregon provides opportunities to connect with consumers through banner ads, text ads, display ads, expanded lodging listings, and distribution at welcome centers.
Brand USA Updates and Ways to Partner TogetherTravel Oregon
The document summarizes Travel Oregon's accomplishments in 2013-2014 and plans for future international marketing. Some key points:
- Visitor spending in Oregon reached $3.4 billion in 2013, supporting over 53,000 jobs.
- Partnership contributions doubled from the previous year to over $130 million.
- International marketing plans include campaigns targeting key markets like Brazil, China, Canada, Japan, and others in 2014-2015.
- Brand USA plans to expand market representation to over 90% of inbound US travel by 2015 through partnerships and campaigns.
Longwoods International displays key insights and results from their evaluation of the Travel Oregon Fall 2012 and Spring 2013 brand advertising campaigns.
Wine, microbrews, spirits, farm-to-table cuisine, u-pick farm experiences, farm stays and ranch stays; with resources like these at our fingertips, Oregon has tremendous potential to develop into a premier agritourism destination.
Analytics 2.0: Creating Meaningful Insight From Your DataTravel Oregon
From Google Analytics and Facebook Insights, to Smith Travel Research and visitor profiles, we're awash in data. Optimize your marketing campaign and spark visitation by understanding your visitor and gleaning actionable insights from your data.
The metrics of the past don't always make sense in today's changing media landscape. Travel Oregon shares the latest thinking behind their point-based qualitative measurement system for working with bloggers, influencers and traditional media.
Oregon is home to one of the largest and most robust networks of Electric Vehicle (EV) Fast Charging Stations in the United States. Find out how your business or community can better plug in to this growing transportation trend.
Make Your Content Travel Farther with the OrbTravel Oregon
This document introduces the Orb platform for sharing tourism content across multiple websites and apps to reach more visitors. It lists the panel members from Travel Oregon and other organizations discussing the Orb and its evolution. Attendees are encouraged to submit their content to the Orb and sign up for email updates to further distribute tourism information through various travel sites and apps.
We live in a hyper-connected, multi-platform, always-on, world. Information faucets are all going full blast. Grab the attention of your audience by making every word pull its weight.
Bicycle-related tourism contributes $400 million to Oregon's economy. Travel Oregon's statewide Bike Friendly Business program is the first of its kind in the nation, and is geared to help your business reach out to this quickly-growing segment of our tourism economy.
The document promotes Travel Oregon's 2014 advertising network which uses a multi-channel approach to reach consumers through various media including print, online, email newsletters and social media. It offers opportunities to target curious first-time visitors on TravelOregon.com, serious travelers in the official visitor guide, engaged Oregon fans through four email newsletters, and those stopping at one of nine Oregon welcome centers.
Explore Architectural Wonders and Vibrant Culture With Naples ToursNaples Tours
Discover the historical gems and vivid culture of Naples with our guided tours. From the vivid narrow streets of Spaccanapoli to the ancient ruins of Pompeii, the city offers a mixed bag of adventurous experiences. Book your tickets today https://www.naples.tours/ and experience the best of Naples!
Golden Gate Bridge: Magnificent Architecture in San Francisco | CIO Women Mag...CIOWomenMagazine
The famous suspension bridge connects the city of San Francisco to Marin County in California. Golden Gate Bridge carries both U.S. Route 101 and California State Route 1 across the strait and is about one mile wide. In this article, we will explore the history and significance that have shaped the iconic monument it is known as today.
The Ultimate Travel Guide to Hawaii Island Hopping in 2024adventuressabifn
island hopping in Hawaii. This magical place offers a number of experiences, as each island has its own charm. Do you love adventure? Then, hike through volcanoes or kayak along an amazing coastline. If you want relaxation, then Hawaii is perfect because it has the most amazing beaches. In this blog, I will help you make an itinerary for your Hawaii Island Hopping. Every island offers something special. The Big Island offers some of the most perfect volcanoes as well as stargazing. Maui will pamper you with beaches and luxury. Kauai has some of the most lush rainforests with dramatic cliffs, and Oahu can offer a taste of city life and historical significance.
Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
Travelling to Egypt is like stepping into a time capsule where the past and present coexist, offering a unique blend of history, culture, and stunning landscapes.
See more: https://imperialegypt.com/tour-packages/
You can easily change/correct a name on your flight ticket under the American Airlines name change policy. The airline provides multiple online and offline modes to place a name change request. To learn more about how to change a name on American Airlines ticket, you can directly approach the airline’s customer support. Moreover, you can connect with a flight expert at +1-866-738-0741 for quick assistance.
Prepare for cold weather rafting with proper gear: layering for warmth, insulated headgear, gloves, waterproof footwear, and essential accessories like sunglasses and sunscreen. Prioritize safety with a life jacket and maintain gear for optimal performance. Stay warm, dry, and ready for adventure on the rapids!
Nature of the task 1. write a paragraph about your trip to dubai and what ar...solutionaia
1. write a paragraph about your trip to dubai and what are the facts responsible for the heavy rainfall in dubai that caused havec ?
2. mention any five major tourist attaction of dubai
Mathematics: a student a visit her family her father converted Rs. 1,15,000 inr currency for dubai airport theexpedite in the trip is given below
1. Curreny name of India and dubai
2. Conversions amount
3. Total Converted amount
4. cost of food
5. cost of sightseeing
6. cost of shoping
7. cost of saving
Un viaje a Buenos Aires y sus alrededoresJudy Hochberg
A travelogue of my recent trip to Argentina, most to Buenos Aires, but including excursion to Iguazú waterfalls, Tigre, and Colonia del Sacramento in Uruguay
What Outdoor Adventures Await Young Adults in Montreal's Surrounding NatureSpade & Palacio Tours
Experience Montreal's vibrant culture and thrilling outdoor adventures. From hiking scenic trails at Mont-Saint-Bruno to kayaking the Saint Lawrence River, there's something for every adventurous young adult. Explore street art, camp under the stars, and immerse yourself in nature's beauty just beyond the city's bustling streets.
Beyond the mountains, a tour in Nepal reveals a vibrant tapestry of cultural heritage. The Kathmandu Valley, a UNESCO World Heritage Site, boasts an array of ancient temples, stupas, and palaces. Durbar Squares in Kathmandu, Bhaktapur, and Patan are treasure troves of medieval art and architecture.
bangalore metro routes, stations, timingsnarinav14
Bangalore Metro, also known as Namma Metro, is a rapid transit system serving the city of Bangalore, Karnataka, India. It is the second longest operational metro network in India after the Delhi Metro.
Our excursions in tahiti offer stunning lagoon tours, vibrant marine life encounters, and cultural experiences. We ensure unforgettable adventures amidst breathtaking landscapes and serene waters. For more information, mail us at tracey@uniquetahiti.com.
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
How To Change Your Name On American Airlines Aadvantage.pptxedqour001namechange
American Airlines permits passengers to change/correct names on their AAdvantage account. Also, you can request a name change both online via a web portal and offline over the phone. For further information on how to change your name on American Airlines Advantage, get in touch with the airline’s customer service. Also, you can reach out to a consolidation desk at +1-866-738-0741 for quick assistance.
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2. Welcome to the People’s Coast.
statute 390.610
“ . . . It is the public policy of the State of Oregon to forever
preserve and maintain . . . the ocean shore . . . so that the
public may have the free and uninterrupted use thereof.”
3. Table of contents
introduction 4
single-page Print, layout example and Co-op
7–10
Headline Driven
half page Print and layout Guidelines
small space print and layout Guidelines
Ad Layout guide
Officially Yours
half page print and layout Guidelines
Small space print and layout Guidelines
DIGITAL Static, mobile and animated banners
Digital co-op opportunities
Ad Layout guide
13
14
15
18
19
20–21
22
23
Local Business
half page print and layout Guidelines
small space print and layout Guidelines
digital Static Banners
digital co-op opportunities
Ad Layout guide
26
27
28
29
30
photography
APPROVED SELECTS
REFERENCE PHOTOS
Photo treatment how-to
33
34
35
tool kit
Mile Marker
37
voice
38
Headlines 39
typography 40
color 41
logo
42–44
identity 45
E-Mail SIGNATURE
46
07/31/13
4. Dear Reader,
After a great deal of listening, conferring, soul searching, vacationing and eating of clam chowder, we had a revelation.
There are a lot of special, spectacular and rare things to be found on the Oregon Coast, and there is just one thing that
unites them all: Oregon statute 390.610, which declares the entire coastline free and open to the public. It means that
this isn’t just any coast—it is the People’s Coast.
Everything we love about the Coast can be traced back to that simple fact, from the opportunity to stand (just about
wherever you want) in awe of nature’s raw power to the childlike sense of adventure and the spiritual revival that can
only come from being free to explore the Coast on your own terms.
It belongs to all of us, but if we don’t talk about it in a strong and consistent voice, our message will get lost. The goal
of this guide is to help the many different voices of the Coast speak as one, in order to make a stronger impact where it
counts—with the audience we hope to intrigue in order to invite and eventually introduce them to the wonders of the
People’s Coast.
We encourage you to use these brand guidelines in all marketing communications. Along with these guidelines you
will find the following elements to produce headline-driven, “Officially Yours” and local-business advertising: example
layouts for print and digital; select images for south, central and north coast regions; headline options; type and color
specifications; logo guidelines; identity templates and an e-mail signature.
If you need assistance or have any questions, please contact:
Marcus Hinz
Director@thepeoplescoast.com
541.264.0543
Holly Macfee
Holly@TravelOregon.com
971.717.6176
Thank you.
4
5. answering a few
frequently asked questions
Why should we embrace this work and not just create our own?
Because being consistent with who you are is fundamental to effective advertising. For example,
when you meet someone, it takes a few encounters to remember their name and maybe a few more
to decide whether or not you like them. If you’re not consistent with your voice, then the people
you’re working so hard to reach won’t connect with your message.
But if we all look the same, how will my area be differentiated?
This work is designed to deliver a one-two punch:
Big Picture: The Oregon Coast is completely reserved for leisure and enjoyment.
Must Dos: Within that vast landscape is a range of unique destinations and experiences.
When everyone adopts the voice of the People’s Coast, we have a greater chance of making potential
visitors feel like the Coast is a better choice than the many other options available to them. But
within the same creative execution is the ability to showcase your unique destination or experience.
The more towns/attractions that create ads within the voice of the People’s Coast, the more powerful
this campaign becomes. Essentially, it will serve as a collection of inspiration for great coastal trips
that get curious visitors checking things out across more of the region (north, central and south).
What’s in this for us?
Greater visibility. Sure, if you go off and make your own ads you’ll be able to talk entirely about your
point of difference. But here’s the reality: when you ask visitors what they’re doing this weekend, they
say, “I’m going to the Coast.” That’s a pretty special behavior to capitalize on. It means there’s a huge
potential for visitors to move up and down the Coast and explore. Participating in this campaign
increases your odds of attracting visitors who may be staying in other locations along the Coast. In other
words, it’s designed to help spread the wealth.
5
6. The power of the mile marker
Each ad in this style guide provides inspiration for a specific experience along the People’s Coast. The magic
starts with photos of great destinations and copy that includes correlating mile markers. These mile markers
not only give folks a point of reference but serve to drive intrigue for all 363 miles of the Oregon Coast.
So while most advertising simply directs people to go online for more information, this campaign literally
enhances the People’s Coast website (pictured left). The result: every time someone sees an ad for the
People’s Coast, they have another great starting point for planning an amazing getaway.
Mile 42.8, Neahkahnie Beach
6
7. single-page print
Created to launch the People’s Coast as a regional brand identity, these full-page ads put a
stake in the ground, almost literally. They tell you where the idea of the People’s Coast came from
(Oregon law) and what’s so great about it (freedom). They invite and inspire a wide-ranging,
generalized exploration of the public wonders of the Oregon Coast, rather than promote a specific
region, business or landmark. They also introduce the idea of tagging specific sites along the
journey with a flag and mile marker.
7
8. :
DECREE
WE THE PEOPLE
OREGON. WE LOVE DREAMERS.®
BY OFFICIAL
OREGON. WE LOVE DREAMERS.®
single-page print
Lay CLAIM TO THE WORLD’S FINEST WEENIE-ROASTING TERRITORY.
unlImITed feTChIng.
Mile 42.8, Neahkahnie Beach
Mile 39, Oswald West State Park
IT’s a laW In oregon ThaT The enTIre CoasT Is free and oPen To everyBody.
it’s a law in oregon that the entire coast is free and open to everybody.
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
explore all 363 extraordinary miles. visittheoregoncoast.com
Template available. Contact Marcus Hinz.
8
9. YE!
Hear
YE!
Friends!
OREGON. WE LOVE DREAMERS.®
Hear
OREGON. WE LOVE DREAMERS.®
single-page print
BROthers!
countrymen!
It’s
shreddin’
time.
Running around
willy- nilly
is officially
endorsed.
Mile 222.6, Oregon Dunes National Recreation Area
11 miles SW of Coos Bay, Lighthouse Beach
it’s a law in oregon that the entire coast is free and open to everybody.
it’s a law in oregon that the entire coast is free and open to everybody.
explore all 363 extraordinary miles. visittheoregoncoast.com
explore all 363 extraordinary miles. visittheoregoncoast.com
9
10. EXPLORE THE PEOPLE’S COAST
Mile 65, Tillamook Cheese visitors Center
Mile 190, Florence
Experience an Oregon tradition! Come see our cheesemakers at work.
Take a self-guided tour; sample our award-winning cheeses; and shop
for cheese, unique gifts and gourmet foods. Stay for a meal at our
café and indulge in delicious Tillamook Ice Cream in a freshly baked
waffle cone. www.tillamook.com/cheesefactory
Home to history, mystery, fog and romance. Impeccable bed &
breakfasts…fantastic antiquing…skipping rocks…delicious wine…
spectacular golfing…fresh crab…long walks hand in hand…dense
forests…historic architecture…rich coffee…fresh air…peaceful
rivers…lively creeks…powerful ocean…you and someone special.
www.florencechamber.com
OREGON. WE LOVE DREAMERS.®
single-page Print: CO-op
single-page co-op
The single-page co-op is an attractive framework for multiple businesses or interest groups
to take advantage of full-page ad space in an organized, brand-consistent way.
Mile 141, Oregon Coast Aquarium
Mile 180, Sea Lion Caves
The Oregon Coast Aquarium is located in Newport, Oregon. The largest
exhibit, Passages of the Deep, allows visitors to walk through acrylic
tunnels, surrounded by deep-water marine animals such as sharks,
rays and rockfish. visitors also enjoy playful sea otters, seals and sea
lions and the Northwest’s largest seabird aviary. www.aquarium.org
Sea Lion Caves—truly one of the most remarkable natural experiences
that you are likely to ever have, anywhere—is noted by Guinness
World Records as “The World’s Largest Sea Cave.” Enjoy the gigantic
cavern and the wildlife that inhabits it. Sea Lion Caves, “…it’s
nothing short of wild…!” www.sealioncaves.com
for ComPleTe evenT lIsTIngs and Where To sTay, eaT and Play, go To vIsITTheoregonCoasT.Com
10
12. Headline driven
For use if you’re a bicycle club putting on a race or an art gallery or a kiteboarding
business and you’d like to make an emotional, insightful connection with your core audience.
The headline/photo will get their attention, and then you can follow through with the mile
marker and the name of your business or event for more information.
12
13. Headline driven Print: half page
head-ClearIng hIkes.
mInd-BloWIng vIeWs.
Go home with sand in
your shoes and art in
your trunk.
Mile 140, Nye Beach
explore all 363 extraordinary miles. visittheoregoncoast.com
Mile 328, Gold Beach
Central
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
souTh
Template available. Contact Marcus Hinz.
PLAYING WITH YOUR
FOOD IS ENCOURAGED.
fungITarIans WelCome.
Mile 128, Dockside Charters, Depoe Bay
explore all 363 extraordinary miles. visittheoregoncoast.com
Mile 164.4, Yachats
central
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
CenTral
13
14. headline-driven print: small space
INVITE A FRIEND
OR TWO FOR DINNER.
CYCLING HERE IS NOT
FOR EVERYONE.
SOME PEOPLE LIKE IT
BORING.
Mile 156, Port of Alsea, Walport
exPlore all 363 exTraordInary mIles.
vIsITTheoregonCoasT.Com
FOR SOME
PEOPLE
SUMMER IS THE
“BORING” TIME
OF YEAR.
million-dollar
views for
exactly zero
dollars.
Mile 164.4, Yachats
CenTral
exPlore all 363 exTraordInary mIles.
vIsITTheoregonCoasT.Com
CenTral
vIsITTheoregonCoasT.Com
Template available. Contact Marcus Hinz.
1.4 miles NW of Pacific City
11 miles SW of Coos Bay
exPlore all 363 exTraordInary mIles.
souTh
explore all 363 extraordinary miles.
visittheoregoncoast.com
North
Template available. Contact Marcus Hinz.
CHILDHOOD DREAMS FULFILLED DAILY.
Life is short. Eat Crab.
Note: Headline-driven small-space print ads should
not be smaller than the sizes shown here.
Mile 150, Seal Rock
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
CenTral
Mile 156, Waldport
explore all 363 extraordinary miles. visittheoregoncoast.com
central
Template available. Contact Marcus Hinz.
14
15. headline-driven print: Ad Layout Guide
Half-Page Headline-driven
Majority of the space allocated
to the main photo and headline.
85%
15%
Vertical Small-Space Headline-driven
fungITarIans WelCome.
Vertical space allocated to top banner
(paper background), main image and
bottom banner (paper background).
86%
million-dollar
views for
exactly zero
dollars.
The rope of the seal overlaps the top edge of the
paper background. Seal size takes up 15%–20%
of the composition.
Mile 164.4, Yachats
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
Headline in Trade Gothic, all caps, always
horizontally centered. Start with the headline
vertically centered; but move it if disturbs the focus
of the image or is illegible (see example below).
CenTral
Region designation.
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.
1.4 miles NW of Pacific City
14%
childhood dreams fulfilled daily.
childhood dreams fulfilled daily.
Mile 150, Seal Rock
explore all 363 extraordinary miles. visittheoregoncoast.com
central
Headline in Trade Gothic, all caps, always
horizontally centered. Start with the headline
vertically centered; but move it if disturbs the focus
of the image or is illegible (see example below).
Mile 150, Seal Rock
explore all 363 extraordinary miles. visittheoregoncoast.com
explore all 363 extraordinary miles.
visittheoregoncoast.com
North
Region designation.
If vertically centered headline disturbs the focus of
the photo find an area above or below it sits legibibly.
In this case the sky is more legible, so it is centered
between the horizon and top of the ad.
central
15
17. officially yours
Officially Yours is the tagline for the People’s Coast. It’s not mandatory, but it’s useful in certain
situations. When used in combination with a dramatic view or unexpected gem, it can remind our
audience of everything the People’s Coast stands for: uninterrupted access to amazing stuff. The
Officially Yours headline can help generate interest in your area and remind people of all the wonders
that are theirs to enjoy, by official decree.
17
18. officially yours print: Half Page
mile 328, gold beach
mIle 28, eCola sTaTe Park
OFFICIALLY YOURS
OFFICIALLY YOURS
It’s a law in Oregon that the entire coast is free and open to everybody.
explore all 363 extraordinary miles. visittheoregoncoast.com
It’s a law in Oregon that the entire coast is free and open to everybody.
south
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
norTh
Template available. Contact Marcus Hinz.
mIle 222.6, oregon dunes naTIonal reCreaTIon area
mile 222.6, Oregon dunes national recreation area
OFFICIALLY YOURS
OFFICIALLY YOURS
It’s a law in Oregon that the entire coast is free and open to everybody.
explore all 363 extraordinary miles. visittheoregoncoast.com
It’s a law in Oregon that the entire coast is free and open to everybody.
South
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
souTh
18
19. officially yours Print: small space
mIle 42.8, neahkahnIe BeaCh
mile 28, Ecola state park
mIle 39, osWald WesT sTaTe Park
OFFICIALLY YOURS
OFFICIALLY YOURS
exPlore all 363 exTraordInary mIles.
explore all 363 extraordinary miles.
vIsITTheoregonCoasT.Com
visittheoregoncoast.com
norTh
exPlore all 363 exTraordInary mIles.
vIsITTheoregonCoasT.Com
north
Template available. Contact Marcus Hinz.
Template available. Contact Marcus Hinz.
OFFICIALLY
YOURS
explore all 363 extraordinary miles.
norTh
visittheoregoncoast.com
north
Template available. Contact Marcus Hinz.
OFFICIALLY YOURS
Mile 140, Nye Beach
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
OFFICIALLY
YOURS
1.4 miles NW of Pacific city
CenTral
OFFICIALLY YOURS
mile 140, nye beach
mIle 222.6, oregon dunes
officially yours
OFFICIALLY YOURS
Mile 222.6, Oregon Dunes National Recreation Area
explore all 363 extraordinary miles. visittheoregoncoast.com
exPlore all 363 exTraordInary mIles.
SOUTH
vIsITTheoregonCoasT.Com
explore all 363 extraordinary miles.
souTh
visittheoregoncoast.com
CENTRAL
Template available. Contact Marcus Hinz.
19
20. Officially Yours Digital: Static and Mobile Banners
160 x 600 Pixels
728 x 90 pixels
300 x 250 pixels
Mobile 300 x 50
Mobile 320 x 50
Templates available. Contact Marcus Hinz.
20
21. Officially Yours Digital: animated Banners
160 x 600 Pixels
728 x 90 pixels
300 x 250 pixels
Templates available. Contact Marcus Hinz.
The starting frame shows the background and the mile marker
with newspaper under it. In the next step, OFFICIALLY YOURS slides
in from the right on vertical banners and the top on horizontal
banners. For the final step, the lower portion of newspaper slides
in, followed by text and the Coast Crest fading in.
21
22. OFFICIALLY YOURS digital
co-op Opportunities
Co-op opportunities in the digital space are achieved via media
placement, not the actual creative. Rather than force multiple
locations into a single creative execution, work with neighboring
businesses or towns to place individual creative strategically to
achieve a co-op effect.
22
23. Officially Yours: Ad Layout Guide
Half-Page Officially yours Ad
Mile and location in Trade Gothic Bold
Condensed. Vertically and horizontally centered
mile and business name copy; compensate
space for the flag icon.
Mile 28, Ecola State Park
9%
15%
OFFICIALLY YOURS
70%
15%
Vertical Small-Space Officially yours
7%
Mile and location in Trade Gothic Bold
Condensed. Vertically and horizontally centered
mile and business name copy; compensate
space for the flag icon.
1.4 miles NW of Pacific City
Center the headline and scale to 75%–90%
of the width of the space
Headline in Trade Gothic, all caps, on one line.
Pick a location vertically near the center that
maximizes contrast and does not obscure critical
features of the photograph.
Center the headline and scale to 75%–90%
of the width of the space.
Vertical space allocated to top
banner (paper background),
main image and bottom banner
(paper background).
Vertical space allocated to top banner
(paper background), main image and
bottom banner (paper background).
73%
79%
explore all 363 extraordinary miles. visittheoregoncoast.com
north
Headline in Trade Gothic, all caps and can be
two lines. Pick a location vertically near the
center that maximizes contrast and does not
obscure critical features of the photograph.
mIle 156, WaldPorT
OFFICIALLY YOURS
OFFICIALLY YOURS
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.
explore all 363 extraordinary miles.
14%
mIle 156, WaldPorT
vIsITTheoregonCoasT.Com
OFFICIALLY
YOURS
8%
Region designation.
Copy in mixed case; subhead and URL
left aligned in bold, all caps.
exPlore all 363 exTraordInary mIles.
84%
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.
It’s a law in Oregon that the entire coast is free and open to everybody.
18%
8%
visittheoregoncoast.com
north
Region designation.
In a small space use subhead and URL only.
Left-align and break into two lines.
If red headline becomes illegible due to background image,
“cream” color may be used.
exPlore all 363 exTraordInary mIles.
CenTral
vIsITTheoregonCoasT.Com
CenTral
23
25. Local BusinesS
When you want to promote your business, and you want to leverage the power of the People’s Coast
brand to make a bigger impact.
25
26. Local Business Print: half page
mIle 156, WaldPorT seafood markeT
mile 138.3, bike newport
Only the freshest daily catches.
Experience the Coast on two wheels. bikenewport.net
explore all 363 extraordinary miles. visittheoregoncoast.com
central
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
mIle 150, seal roCk sTaBles
mile 128, dockside charters
Catch your dinner from the depths of the Pacific. docksidedepoebay.com
explore all 363 extraordinary miles. visittheoregoncoast.com
CenTral
Beach rides daily May through October. sealrockstables.com
central
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
CenTral
Template available. Contact Marcus Hinz.
26
27. local business print: small space
mIle 150, seal roCk sTaBles
seal roCk sTaBles
Mile 150, Seal Rock
exPlore all 363 exTraordInary mIles.
vIsITTheoregonCoasT.Com
exPlore all 363 exTraordInary mIles.
CenTral
Template available. Contact Marcus Hinz.
vIsITTheoregonCoasT.Com
Template available. Contact Marcus Hinz.
neWPorT vIsual arTs CenTer
Mile 128, Dockside Charters, Depoe Bay
exPlore all 363 exTraordInary mIles. vIsITTheoregonCoasT.Com
Template available. Contact Marcus Hinz.
norTh
MILE 141
exPlore all 363 exTraordInary mIles.
CenTral
vIsITTheoregonCoasT.Com
CenTral
Template available. Contact Marcus Hinz.
27
28. Local Business Digital: Static Banners
160 x 600 Pixels
728 x 90 pixels
300 x 250 pixels
Templates available. Contact Marcus Hinz.
28
29. Local Business digital
co-op Opportunities
Co-op opportunities in the digital space are achieved via media
placement, not the actual creative. Rather than force multiple
locations into a single creative execution, work with neighboring
businesses or towns to place individual creative pieces
strategically to achieve a co-op effect.
29
30. Local business: Ad Layout Guide
Vertical Small-Space Business
Half-Page Business
9%
Vertical space allocated to top
banner (paper background),
main image and bottom banner
(paper background).
mile 150, seal rock stables
Mile and business name in Trade Gothic Bold
Condensed. Vertically and horizontally centered
mile and business name copy; compensate
space for the flag icon.
Vertical space allocated to top banner
(paper background), main image and
bottom banner (paper background).
73%
explore all 363 extraordinary miles. visittheoregoncoast.com
seal rock stables
Mile 150
Business name in Trade Gothic Bold Condensed;
mile in regular weight. Vertically and horizontally
centered mile and business name copy;
compensate space for the flag icon.
75%
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.
Beach rides daily May through October. sealrockstables.com
18%
11%
Central
Region designation.
Copy in mixed case; subhead and URL
left aligned in bold, all caps.
14%
The rope of the seal overlaps the top edge of the paper
background. Seal size takes up 15%–20% of the composition.
explore all 363 extraordinary miles.
visittheoregoncoast.com
central
Region designation.
In a small space use subhead and URL only.
Left-align and break into two lines.
30
32. photography
Subject
Photography for the People’s Coast brand should convey the extraordinary privacy and freedom that
are possible when you have access to 363 miles of public coastline. There should be a sense of
spontaneity in the action. We’re not looking for locations like Haystack Rock or lighthouses. We’re
more interested in the lesser-known vistas, secret beaches, trails, etc., with small numbers of people
(zero to a handful) enjoying them in their own quirky ways, with lots of space around them.
Officially Yours layouts work best with just scenery and no people or with scenery and a person
small in the frame and unaware of the camera. Our readers should be able to put themselves in the
situation and feel that the beautiful vista in front of them is “officially theirs.”
For local business and smaller-space layouts, a close-up of a single, graphic element works well,
e.g., a close-up of a Dungeness crab. Simpler is better.
Style
We’re recommending an artistic Polaroid/Holga photographic style for this campaign. The intense,
saturated colors and dreamy, personal quality of the Polaroid (or Holga) technique reinforce the ideas
of personal freedom, spontaneity and heightened senses. This style of photography has become very
popular with the invention of Instagram, the photography-sharing mobile application. Instagram is
essentially photography of the people. (Check out #thepeoplescoast on Instagram.)
32
33. APPROVED SELECTS
Mile: 28
Location: Ecola State Park
Region: North
Mile: 140
Location: Nye Beach
Region: Central
Mile: 156
Location: Waldport
Region: Central
Mile: 1.4 miles NW of Pacific City
Location: Cape Kiwanda
Region: North
Mile: 140
Location: Nye Beach
Region: Central
Mile: 11 miles SW of Coos Bay
Location: Lighthouse Beach
Region: South
Note: These images have been licensed by Travel Oregon for use by Oregon Coast businesses, towns and DMOs. Please contact
Marcus Hinz to request assets. Usage on all images is three years North America for the following uses: consumer and trade
print, newspaper, collateral, brochure, direct mail, industrial, PR/events, digital and internet. Usage expires July 2016.
Mile: 39
Location: Oswald West State Park
Region: North
Mile: 42.8
Location: Neahkahnie Beach
Region: North
Mile: 150
Location: Seal Rock
Region: Central
Mile: 222.6
Location: Oregon Dunes National Recreation Area
Region: South
Mile: 112.9
Location: Lincoln City
Region: Central
Mile: 156
Location: Port of Alsea, Waldport
Region: Central
Mile: 328
Location: Gold Beach
Region: South
33
34. REFERENCE PHOTOS
Mile: 39
Location: Oswald West State Park
Region: North
Mile: 141
Location: Newport
Region: Central
Mile: 164.4
Location: Yachats
Region: Central
Mile: 39
Location: Oswald West State Park
Region: North
Mile: 141
Location: Newport
Region: Central
Mile: 150
Location: Seal Rock
(beach at end of Quail St.)
Region: Central
Mile: 166.9
Location: Devil’s Churn, Yachats
Region: Central
Mile: 138.3
Location: Agate Beach, near Newport
Region: Central
Mile: 128
Location: Dockside Charters, Depoe Bay
Region: Central
Mile: 155.5
Location: Alsea Bay
Region: Central
Mile: 166.9
Location: Devil’s Churn, Yachats
Region: Central
Note: These are all unlicensed photos that have been collected for the sole purpose of providing reference
and inspiration for the suitable style of photography as outlined on page 29. None of these images should be
considered for direct use. For inquiries and availability of additional images, please contact Holly Macfee.
Mile: 138.3
Location: Agate Beach, near Newport
Region: Central
Mile: 156
Location: Waldport
Region: Central
Mile: 222.6
Location: Oregon Dunes National
Recreation Area
Region: South
Mile: 222.6
Location: Oregon Dunes National Recreation Area
Region: South
Mile: 140
Location: Nye Beach
Region: Central
Mile: 164.4
Location: Yachats
Region: Central
Mile: 222.6
Location: Oregon Dunes National Recreation Area
Region: South
34
35. PHOTO TREAMENT
TREATMENT HOW-TO
STEP 3: TRY OUT VARIOUS EFFECTS
If choosing to source photos outside of the licensed photos provided,
the asset kit includes a series of Photoshop layer sets to apply to give
your photos additional color and tone consistent with the overall look
and feel of this guide. Using the layer sets will require some basic
photo-retouching knowledge as well as trial and error.
STEP 4: FINAL ADJUSTMENTS
Click the radio box on the left side of each layer set
(e.g. “Mayfair”) to try various effects that suit your
photo. Some judgment will be necessary here; for
example, the effect on this photo has become too
bright on the fish and loses detail.
STEP 1: SELECT PHOTO
STEP 2: Drag Effects onto your photo
OFF
ON
STEP 5: Save and place in layout
Turn effect off and try another.
If the effect is too intense, consider lowering its opacity.
Click on the effect layer group you wish to lower, then
find this setting in the top right of the layer palette.
CLICK EFFECT GROUP
ADJUST %
Mile 128, Business Name Here
explore all 363 extraordinary miles. visittheoregoncoast.com
Select a well-composed photo like the ones on pages
33 and 34. Then open “Oregon_Tourism_Effects.psd.”
This also works if the grain is too strong for the photo.
Click on the “Coastal Layer Set” folder within the layer
palette and drop onto your photo.
CLICK GRAIN LAYER
Central
Save your photo in a format your publication prefers
and place into your layout.
ADJUST %
This effect is too dark.
Before
After
This effect makes the photo interesting and highlights
the fish quite nicely.
35
37. DETERMINE YOUR MARKER
YOUR MILE MARKER
Mile markers should represent where on Highway 101 the photograph in your layout was taken so
visitors can discover it for themselves. The preferred method is to locate the closest mile marker on
Highway 101 nearest the point of interest, town or business the photo represents. Instances where
the location is coastal but slightly off Highway 101, use the distance and direction from the nearest
major town that is on the highway (e.g., 11 miles SW of Coos Bay).
37
38. voice of the people’s coast
“Voice” refers to the attitude conveyed through headlines and copy in any piece of communication.
We’d love for it to feel like a real person talking to another real person. The person speaking is someone
you would like to spend time with. This person is passionate about the Coast, but not gushy. Confident,
but not pretentious. This person would always say “use” and not “utilize,” and would probably say
“spots you’ll love” rather than “points of interest.”
38
39. SAMPLE HEADLINES
subject: horseback riding
· Add a covered wagon and boom! you’re a pioneer.
· Childhood dreams fulfilled daily.
subject: fishing/crabbing
· Dinner may just take all day.
· Life is short. Eat crab.
· Playing with your food is encouraged.
· Invite a friend or two for dinner.
subject: arts/crafts
· Go home with sand in your shoes and art in your trunk.
· Beauty begets beauty begets beauty.
· If you get tired of this, you can always shop for some art.
subject: mushroom foraging
· Fungitarians welcome.
· The Coast is free to everybody, but wild mushrooms cost extra.
Just kidding.
· Hike to eat. Eat to hike.
subject: storm watching
· Around here, you don’t need a TV to see plenty of drama.
· Mind-blowing scenery. Hair-blowing weather.
· See weather that comes all the way from halfway around the world
just to impress you.
· For some people, summer is the “boring” time of year.
subject: Spiritual side of nature
· Come for the fresh air. Go home with a fresh outlook.
· Some people go to therapy. We just look out the window.
· A vacation should help put things into perspective.
· Whatever was bugging you on the drive out here will soon be forgotten.
39
40. TYPOGRAPHY
Primary Sans Serif
Trade Gothic is the primary sans serif and is used for headlines, headers
and large body copy. We recommend using Bold Condensed No. 20.
All caps is recommended for headlines and headers.
Trade Gothic (Bold condensed No. 20)
abcdefgh abcdefgh 12345
Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/buy.html
SECondary SANs serif
Trade Gothic is the secondary sans serif and is used for smaller subcopy
that needs to be thinner. We recommend using Condensed No. 18.
Upper- and lowercase letters are used, and the font is primarily used
to indicate locations and mile markers.
Trade Gothic (Condensed No. 18)
abcdefgh abcdefgh 12345
typography
The People’s Coast typographic style consists of two typefaces: Trade Gothic (Bold Condensed No. 20) and
Trade Gothic (Condensed No. 18). To ensure continuity, these fonts are to be used in all printed works.
If the typefaces are not available on your computer they will have to be purchased and licensed for
your specific use.
Available here: http://www.myfonts.com/fonts/linotype/trade-gothic/condensed-no-18-63882/buy.html
substitute font
If Trade Gothic Bold Condensed No. 20 is not available, use the
Bell Centennial font for e-mails, Web and PowerPoint.
Bell Centennial (Sub Caption)
abcdefgh abcdefgh 12345
Bell Centennial (Sub Caption) replaces Trade Gothic (Condensed No. 18).
Available here: http://www.myfonts.com/fonts/bitstream/bell-centennial/sub-caption
40
41. COLOR
COLOR BUILDS
preferred Headline
ANd logo color
c15 m100 y100 k0
pantone 1795 C
Body copy color
c0 m0 y0 k61
Secondary
Headline COLOR
pantone 424U
c1 m3 y2 k0
r107 g109 b112
Color
r250 g244 b243
r210 g35 b42
It is important that the People’s Coast maintains a consistent look and feel across the broad
platform of media and materials produced. Using the approved colors in all communications will
PANTONE COLOR
strengthen the brand while allowing each application to be distinct. The uncoated Pantone colors
are for the stationery only (bottom row).
Stationery
logo color
pantone 1797 U
stationery
Type Color
pantone 424 U
41
42. LOGO
Logo
The logo is a crisp, modern interpretation of a classic motif: an “official” yet whimsical new
emblem inspired by the road sign for Highway 101. The flags link to maritime imagery and the
Oregon Coast website. Lastly, the whale tail and rope imagery are iconic of the Coast.
Regions
The People’s Coast logo represents all 363 miles of the public coast. The mile marker identifies a
specific destination to explore. To orient people as to where the mile marker exists geographically
along the Coast, the designations North, South and Central are available to accompany the logo
in print executions. It is not mandatory but an option for print only. This is the only acceptable
south
central
north
subcopy. Do not use individual or multiple cities or towns.
42
43. LOGO
Recommended print size 1.3"
Recommended maximum print size 1.8"
Size Requirements
To maintain readability, proper logo size is important. The logo should never be printed smaller than
Recommended mimimum print size .75"
.75" For larger materials, such as signage and billboards, use your best judgment for the size of
the logo, leaving adequate clear space around the mark. For Web only the logo can be sized down as
shown in the examples in the digital section.
Preferred use of logo
The preferred color for the People’s Coast logo is red and knocked out to the background color. For
example, if the logo appeared on a white background and was in color, the logo would be red and
white. In the print ads and web banners, the logo would be red and knocked out to the background
For color usage
color (regardless of whether it bleeds over some other part of the ad).
For black and white usage only
43
44. LOGO DON’Ts
Yachats, Seal rock, Waldport
Do not stretch the logo horizontally.
Do not stretch the logo vertically.
Do not fill the logo with colors outside
the recommended logo colors.
Do not change the region (South, North or Central)
to multiple city names.
Seal rock
Do not knock out to colors other than white
or the paper background color.
Do not use a drop shadow.
Do not use on colors that lack
sufficient contrast.
Do not change the region (South, North or Central)
to a single city name.
44
45. identity
letterhead, #10 envelope, double-sided business card
oregon STATUTE 390.610
“…It is the public policy of the State of Oregon to forever
preserve and maintain…the ocean shore…so that the
public may have the free and uninterrupted use thereof.”
visittheoregoncoast.com
Jane Doe
executive director
Oregon Coast Visitors Association
137 ne first street / po box 74
newport, oregon 97365
p 541 574 2679 888 628 2101
f 541 265 2188
jdoe@visittheoregoncoast.com
OREGON COAST VISITORS ASSOCIATION
137 ne first street / po box 74
newport, oregon 97365
OREGON COAST VISITORS ASSOCIATION
137 ne first street / po box 74 newport, oregon 97365 p 541 574 2679 888 628 2101 f 541 265 2188
45
46. e-mail signature
The people’s coast
Jane Doe
executive director
OREGON COAST VISITORS ASSOCIATION
137 ne first street / po box 74
newport, oregon 97365
p 541 574 2679 888 628 2101
f 541 265 2188
E-mail signatures should be formatted as follows:
The colors used in the e-mail signature are dark
gray and red. Recommended typeface is Trade Gothic.
jdoe@visittheoregoncoast.com
The people’s coast
Jane Doe
executive director
OREGON COAST VISITORS ASSOCIATION
137 ne first street / po box 74
newport, oregon 97365
p 541 574 2679 888 628 2101
f 541 265 2188
If Trade Gothic is not available, use Bell Centennial.
jdoe@visittheoregoncoast.com
46