Plan on Portland
CLIENT
Travel Portland
ROLE
Art Director
INSIGHT
Meeting Planners need to see a balance of data points and unique selling points for any given city.
IDEA
Instill confidence and speak to meeting planners directly with iconic Portland group experiences, large stat designs, and a campaign message to 'Plan on Portland.'
PLAN ON PORTLAND
We created a campaign video that showcased all the 'big nature' group experiences Portland has to offer, and crafted it to be welcoming, inclusive, and uniquely Portland. It was important to cast a diverse group of folks, and show meeting planners that this was not just another travel destination video, but something spefically for them. So we outfitted everyone in lanyards and business casual, and kept everything group-friendly.
ART DIRECTION
It was imperative to show the juxtaposition of city and nature, which was our unique selling proposition according to Meeting Planners. We referred to it internally as ‘A City of Forests.’ We had to make sure there was always at least a group of 3 depicted, making it feel more like a work event and not like a leisurely travel destination. We also achieved this by having our cast wear a faux convention lanyard in every shot.
LARGE STATS
Meeting Planners have a keen eye for data and numbers, and look for hard facts when considering any city. We created an alternate version of the video to highlight these stats and online print ads that catered to these sensibilities.
