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A brilliant studio ghibli-style ad for travel oregon imagines the state as an adventurous dreamland, january 26, 2021, grace ebert.

Imagine Oregon’s hot springs, hiking trails, and sand-dune escapades “only slightly exaggerated.” An advertisement for Travel Oregon entertains that enhanced view of the western state as it paints it in a magical light, Studio Ghibli-style: cloud figures saunter through the sky, a rock pulls a lever to shift the world from night to day, and packs of dogs frolic in the countryside. Evoking the aesthetics and fantastical imagery of the iconic Japanese animation studio, the promotional piece is the second ad for the tourism agency by creative agency Wieden+Kennedy , production company Psyop , and animation house Sun Creature —watch the equally whimsical 2018 iteration on YouTube —and is issued with a playful reminder that Oregon is “a 100% real place you can visit.” For those of us not traveling any time soon, the agency also released free downloadable stills from the animation to fulfill our wanderlust from home. (via Kottke )

Update: This article originally failed to mention that Wieden+Kennedy helmed the creative behind this ad.

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New Travel Oregon Campaign Inspires Adventure With Awe And Optimism

PORTLAND, Ore., Oct. 18, 2021 /PRNewswire/ — Today Travel Oregon is launching its first out-of-state advertising since the start of the pandemic with the return of its successful cinematic, animated “ Only Slightly Exaggerated ” campaign. Fresh creative, imbued with hope and optimism will remind Oregonians and potential visitors of the awe-inspiring vistas, abundant outdoor recreation and cultural richness of the state.

The campaign celebrates the spirit and diversity of Oregon’s people and shares the magical feeling of being in Oregon through the wonder and beauty of our state,” said Todd Davidson, CEO of Travel Oregon. “The impact of COVID-19 on Oregon’s tourism economy was dramatic and immediate as travel halted and stay-home orders were put in place to protect public health. We are pleased to be in a position 18 months later to reintroduce Oregon to travelers and remind them of the experiences our state has to offer, as part of a larger strategic effort to support economic recovery in our communities that rely on tourism-related spending.”

Continuing the visual narrative of the agency’s most successful campaign to-date – the original film received more than 38 million views — the  new 1:45 minute ad  sweeps viewers through the state’s natural wonders and thrilling adventures, introducing a cast of real Oregonians representing the heart and soul of the state. From CJ McCollum and Bill Walton toasting at a scenic Willamette Valley winery, to George Fletcher in the saddle at the Pendleton Round-Up, the people and places of Oregon are artfully brought to life.

The campaign launches today in Portland, San Francisco, Los Angeles, Seattle, Eugene, Bend, Medford, Tri-Cities, Sacramento, and Boise, and includes an integrated mix of broadcast television, digital, social and out-of-home advertising.

As the fall and winter seasons approach, communities are dependent on visitor spending more than ever. Travel Oregon’s campaign welcomes everyone to dream ahead and plan memorable Oregon experiences that help support businesses across the state, all while reinforcing messages of safety and kindness to hospitality staff through stories on traveloregon.com and social media channels.

“We are thrilled to work with long-time client, Travel Oregon, to dive back into the ‘Only Slightly Exaggerated’ world. The third installment of the campaign presented an exciting opportunity to focus on Oregon’s culture and humanity and the magic that comes with them,” said Nick Stokes, Creative Director at Wieden+Kennedy.

Creative was brought to life in collaboration with long-time advertising partner Wieden+Kennedy with animation by Psyop and Sun Creature Studio and the musical score composed by Jim Dooley. In addition, numerous local agencies including Sparkloft Media, Maxwell, ThinkShout and Logical Position, helped elevate the campaign through a variety of strategies and platforms.

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Travel Oregon: Only Slightly More Exaggerated

Travel oregon launches part two of its viral animated campaign and gives viewers a creative new glimpse at the magical feeling of being in oregon.

It’s no easy feat to capture the true beauty of Oregon’s mountains and lakes, and sometimes a picture just isn’t enough. Similar to the original “Only Slightly Exaggerated” spot from 2018, this year’s animated film was designed to capture the magic and emotional experience of visiting Oregon beyond traditional travel films and images. The fantastical, over-the-top animation re-creates actual locations in Oregon, including Terwilliger Hot Springs, the Neskowin Ghost Forest, and Steens Mountain, bringing a high level of sophistication mixed with a sense of whimsy that never feels too childish.

Whereas last year the goal was to showcase as much of the state as possible, this year creatives Ansel Wallenfang and Nick Stokes spent more time in fewer places, getting to know the characters better and exploring new scenes like the macro world of a bee in wildflowers. This year’s film leaned on the same team as last year, with animation by Psyop and Sun Creature, and a musical score composed by Jim Dooley.

The film appeared across Portland, Seattle, San Francisco, Boise, Tri-Cities, Eugene, and Bend, and included cinema, TV, digital, and billboards. It will also be extended throughout the year through Travel Oregon’s annual visitor guide, downloadable wallpapers, posters, postcards, GIFs, animation clips, and more. The aim is to inspire travelers and Oregonians to take a step back from the distractions of everyday life and experience the wonders of Oregon.

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Oregon tourism ad 'sequel' is the beautiful short anime film of your wildest dreams

Credit: Wieden + Kennedy, Psyop and Sun Creature Studios

Last March , Oregon's department of tourism blew our minds with a vibrant ad that mimicked the iconic Japanese animation style of legends like Hayao Miyazaki . Today, almost a year later, the department has dropped a sequel — "Only Slightly (More) Exaggerated" — to that commercial and believe it or not, they've one-upped themselves on several creative and emotional levels.

"Last year, it was so successful and people loved it so much, that … folks were asking us [for] a full full movie out of this,” Linea Gagliano, Travel Oregon's director of global communications, tells SYFY WIRE with a laugh. “But they’ve been clamoring for the second part and this time, we decided to spend a little time inside because … so many Oregonians love to eat in restaurants. We have so many fantastic, artisanal food makers here, so we spent a little time in a restaurant and spent a little time in the Oregon Caves, so it wasn’t just all outside this time. We wanted to really showcase how Oregonians live.”

Watch the new ad (developed by Wieden + Kennedy, Psyop, and Sun Creature Studios) below:

From the larger-than-life visuals to the pleasant music, the commercial perfectly captures what it's like to feel a sense of childlike wonder from the world around us. We know that whales don't fly in the sky and that giant rock structures don't come to life to bring up the sun with a lever, but the sheer beauty of unadulterated nature can inspire that same amount of awe in anyone who isn't familiar with it.

“It’s the same in invoking that feeling of childlike wonder and that’s what we were looking for last year and we wanna continue that again," adds Gagliano. "The world is a harried place and we’re connected to our cellphones, to our emails 24-7 and we wanted to give that feeling of beauty and wonder that you find in Oregon ... The idea also behind it is that we want everyone to feel welcome in Oregon. Not only [do we want] to find that respite and childlike wonder, but to show and invite everyone to come to Oregon and to feel welcome here.”

Credit: Travel Oregon

This sentiment was echoed by Travel Oregon CEO Todd Davidson in an official statement, where he said:

“As people are overwhelmed with the distractions of modern life, experiencing the wonders of Oregon can be the answer for that. Whether that respite is on a beach, in a high desert or under a forest canopy, there are abundant opportunities to unplug and reconnect with yourself and nature here in Oregon.”

Brb, we're just packing our bags for a quick jaunt over to Oregon . The ad will be playing on television in key markets during the NCAA Final Four this weekend. It will also be shown in select movie theaters. If you were wondering, the answer is a resounding yes, the commercial is even more stunning on the silver screen.

"I've seen this dozens, if not hundreds, of times and it is really moving when it's on the big screen," finishes Gagliano.

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Travel Oregon “Only Slightly (More) Exaggerated”

Posted on Friday, April 5, 2019

Directors Kylie Matulick, Todd Mueller and the Psyop crew reteam with Copenhagen animation studio Sun Creature to expand on the action, beauty and magic they introduced in their 2018 Travel Oregon stunner called “Only Slightly Exaggerated.”

Kylie Matulick: “This year we were able to launch right into creative development and production because we already had a solid working methodology road tested from the previous year.

“We were able to create some great mythical creatures: a rocky turtle island that controls the rising sun, an old bathing tree that feeds the bees, a furry beast that enjoys feasting on doughnuts and majestic cloud giants.”

Ansel Wallenfang, creative at Wieden+Kennedy: “Our goal with Only Slightly Exaggerated, both last year and this year, is to visualize the emotional experience of visiting Oregon.

Client: Travel Oregon

Agency: W+K Portland Executive Creative Directors: Jason Bagley, Eric Baldwin Writer: Ansel Wallenfang Art Director: Nick Stokes Director of Production: Matt Hunnicutt Executive Producer: Heather Smith-Harvey

Production: Psyop Directors: Kylie Matulick, Todd Mueller Managing Director: Neysa Horsburgh Executive Producers: Shannon Alexander Head of Production: Drew Bourneuf Producer: Nick Read Finishing Producer: Lusia Share Assistant Producer: Codey Lombardi 2D Supervisor: Ryan Raith Storyboard Artist: Judah Dobin, Max Forward Compositing: Ryan Raith, CJ Cook, Tommy Wooh Flame Artist: Kim Stevenson Flame Assistant : John Saint-Buzon Editor: Volkert Besseling, Brett Nicoletti

Animation: Sun Creature Executive Producers: B o Juhl Nielsen, Guillaume Dousse Line Producer: Thomas Fenger Production Manager: Billie Segal Art Directors: G uillaume Dousse, Simon Lee Bresling Development Art Director: Birk Von Brockdorff Lead Designer: Cyrille Chauvin Animation Supervisor: M ourad Elias Seddiki Background & Layout Supervisor: Martin Sand Vallespir Comp Supervisor: Andreas Severin FX Supervisor: Thibaud Petitpas Clean-up Lead: Kay Sales Storyboard: Arnaud Tribout Colorscript: Arnaud Tribout Concept Art: Daniel Cacouault, Arnaud Tribout, Alexis Liddell, Rémi Salmon Character Design: Cyrille Chauvin, Luca Vitale Layout Background: Simon Masse, Ines Scheiber, Jean-Michel Boesch, Mathias Zamecki LayoutPosing: P ierre Rütz, Charles Badiller, Xavier Ramonède, Sandrine Han Jin Kuang Compositing: G abrielle Locre, Victoria Jardine, Birk Von Brockdorff Background: Matthew Vince, Artur Sadlos, Faustine Dumontier, Simon Masse, Sylvain Fabre Animation: Pierre Rütz, Charles Badiller, Xavier Ramonède, Arnaud Tribout, Sandrine Han Jin Kuang, Uriel Mimran, Diane Tran-Duc FX Animation: O livier Malric, Rachid Guendouze, Ines Scheiber, Xavi Siria 3D Generalist: H enrik Langergaard Clean-up: Mapie Demessant, Joanna Boyle, Friedrich Schäper, Till Machmer, Aleksandra Krechman, Nawell Sdiri, Rocio García Ledo, Tatiana Mazzei, Drude Mangaard, Aida Slamnjakovic, Michelle Chang, Christina Susanna Nerland, Helen Michael Color: Frederik Troels-Smith, Mie Pedersen, Kay Sales, Mapie Demessant, Aleksandra Krechman, Friedrich Schäper, Till Machmer, Michelle Chang, Aida Slamnjakovic ColorDetail: C harles Badiller, Louise Hovgård, Mapie Demessant, Frederik Troels-Smith, Kay Sales, Friedrich Schäper, Till Machmer, Nawell Sdiri, Diane Tran-Duc, Xavi Siria, Viviane Guimaraes, Sarah Simon

Music: Jim Dooley

Mix: Lime Mixer: Matt Miller Assistant Mixer: Lisa Mermelstein Executive Producer: Susie Boyajan Producer: Kayla Phungglan    

Category: Advertising , Animation , CG , Character Animation , Featured · Tags: Psyop , SUN CREATURE , Travel Oregon , Wieden+Kennedy

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TRAVEL OREGON “ONLY SLIGHTLY EXAGGERATED”

Capturing the spirit of oregon and the imaginations of millions.

How do we give shape to an ephemeral feeling and compel people to visit a place without showing a single photo?

Our Approach

Todd and Kylie, working with agency Wieden + Kennedy and animation partner Sun Creature , built a new, illustrative visual language that evoked the feelings of joyous wonder and discovery that every traveler experiences. Assembling a global team of artists, we developed a look that was at once instantly reminiscent of the golden age of Disney and Japanese animation but carried the distinct voice of Travel Oregon. By using animation, they had the perfect medium that could conjure emotions and create a sense of magic about Oregon in a way that wouldn’t have been possible with live photography.

Travel Oregon

Only slightly exaggerated, todd + kylie & sun creature.

Only Slightly (More) Exaggerated

Following the development process of a feature film, we focused on the story, characters while simultaneously establishing an expansive color script. We utilized shifts in scale that bring the camera into the heart of the action and out again while mixing tranquil moments with exciting bursts of action and sweeping camera moves – all of which built the drama of an epic journey in a short amount of time.

The launch video has received more than 10 million views worldwide, with 85 percent of views being organic, making it the most successful Travel Oregon campaign to date.

It was shared more than 68,000 times fueling significant audience engagement across social channels – many of the commenters noted specifically the quality of animation and recalling their personal connections to the places depicted, saying the film made them want to visit.

A Longwoods International Ad Accountability Study found that for every $1 invested in Travel Oregon’s advertising campaigns, the state saw a return of nearly $157 in visitor spending and $8 in tax revenue for the benefit of Oregon residents.

The richness of the scenes and characters within both films create a year-long library of modular content for Travel Oregon feeding into its print, web and social media.

Of course, when you have other states weighing in on how great your campaign is. That’s when you know you’ve done something very, very right.

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Travel Oregon ‘slightly’ exaggerates its tourist destinations in spring campaign

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By Kyle O'Brien, Creative Works Editor

March 13, 2018 | 3 min read

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Most travel destinations like to show you pictures of grand vistas or majestic mountains. Travel Oregon is taking a different approach by animating and slightly exaggerating its finest features.

Travel Oregon's 'Only Slightly Exaggerated' campaign

In its spring campaign by Wieden+Kennedy Portland , the Oregon Tourism Commission uses technicolor animation to evoke a magical feeling of being in the state. The ‘Only Slightly Exaggerated’ campaign is a cinematic take on Oregon’s outdoor adventures and natural features, of which there are many.

The 90-second film takes us from a tranquil stream where frogs read newspapers to Trillium Lake below towering Mt. Hood, where families play. It winds through the tulip beds of Woodburn with a giant bunny to a drop of rain falling on a vineyard, instantly producing juicy vines of grapes, then to the coast and majestic Haystack Rock before lighting up the depths of Crater Lake and venturing north to Portland, the high desert and rafting with giant salmon.

The film features an original score by the Oregon symphony. For inspiration, animators traveled the state to experience natural splendor and geographic distinction – from Eastern Oregon to the Oregon Coast to Southern Oregon. A diverse cast of animated human characters and native Oregon flora and fauna are also featured prominently, including a larger-than-life bunny, cycling caterpillar and grey whales swimming through the clouds. While the animation is fantastical and magical, each location featured in the spot is a real place in Oregon.

“The goal of this campaign is to welcome and inspire people to come find happiness by vacationing in Oregon,” said Travel Oregon chief executive Todd Davidson. “As more travelers seek health and wellness, alongside memorable and sharable moments, the time is right to showcase the outdoor adventures available in every corner of the state and build upon the $11.3bn a year in visitor spending that directly employs more than 109,000 Oregonians.”

"We thought Oregon deserved better than just another travel ad," said W+K art director Nick Stokes. "So we turned to animation to try and capture its magic. We're very proud of the work, and I’m honored to represent my home state in such a unique way."

The campaign launched in Portland , San Francisco , Seattle and Phoenix. The media buy includes cinema, TV, digital and out of home. The campaign will be further extended online throughout the year with immersive new content, gifs, stills and short animations featuring Oregon’s seven tourism regions.

Travel Oregon: advert-top-1 by Wieden + Kennedy Portland

By travel oregon, overall rating 5/5, more from wieden+kennedy portland, industry insights.

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Travel oregon's latest ads find extraordinary beauty in ordinary nature, w+k collaborates on another stop animation wonder for the beaver state.

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Anyone who has been to Oregon can attest that the state’s natural beauty is nothing short of awe-inspiring and the potential for outdoor activities are endless. When it comes to attracting tourists, the everyday sights and sounds of the natural world serve as a huge draw.

With the state’s scenery at the forefront, Travel Oregon has launched its newest campaign, “Extraordinary Is Ordinary.” Created in partnership with frequent collaborators W+K , the platform is seeking to inform travelers that seemingly commonplace things like rocks, water and soil all hit a little differently in the Beaver State.

The platform has premiered three 30-second animated clips, utilizing film footage of people and landscapes in conjunction with stop motion, CG and practical effects, to highlight the many ways rocks, water and soil can be enjoyed. For each feature, the natural phenomenon is praised for its versatility, with “Rocks” showing everything from snowboarders to rock climbers, “Water” highlighting guests scuba diving and canoeing and “Soil” emphasizing the things that grow and the things that live in the dirt.

Collaborative creativity

Participating artists include Simone De Salvatore, who previously worked with director Wes Anderson creating the matte painting shown in films like Grand Budapest Hotel and who created the landscapes that each spot ends on. Meanwhile, local PDX artist Brett Stenson created the “Extraordinary Is Ordinary” type lockup.

“We believe Oregon is so extraordinary that even the basics like rocks, water and soil (which every state has) are extra special here,” explained Nick Stokes, W+K art director, in a statement. “That even the mundane things are not mundane. Our water is specific enough to create the best beer and sake, our soil’s perfect for growing some of the best vineyards, and our rocks are what athletes train on.”

This launch intends to play a part in assisting a statewide economic recovery and corresponds with Travel Oregon’s first national TV buy and in anticipation of the 2022 World Athletic Championships, encouraging visitors to stay long enough to explore underrated parts of the state.

Travel Oregon Returns With Another Whimsical (and Slightly Exaggerated) Call to Visit

Sara Century

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Sara Century is a freelance writer for Adweek.

Oregon’s Animated Tourism Ad Is An Antidote for the Pandemic Fatigued

Lebawit Lily Girma , Skift

October 22nd, 2021 at 11:10 AM EDT

Some of it may be aspirational, but Travel Oregon's ad is hitting the right notes at a time when we're all looking to feel the magic of travel again.

Lebawit Lily Girma

Travel Oregon might rank among the last U.S. tourism boards to promote out of state since the pandemic, but its new campaign is poised to outdo the competition.

Its “ Oregon, (Still) Only Slightly Exaggerated ” ad takes a stunning animated and cinematic approach to showcase the state’s outdoors, cultural activities and its diverse communities in a way that stands out from tourism recovery campaigns that have emerged this year. 

It’s not the first time Travel Oregon resorted to animation — the campaign is the third installment in a series that launched in Spring 2018. Ad agency Wieden+Kennedy, in partnership with animation studio Psyop and Sun Creature Studio, as well as Emmy Award-winning composer Jim Dooley, produced the series.

What’s different now is that Travel Oregon crafted this message by reaching out to multiple diverse and community-based focus groups for feedback on the script to make sure it is authentic and inclusive. The destination marketing organization worked closely with members of the Confederated Tribes of the Umatilla, who are depicted in the video.

“The campaign celebrates the spirit and diversity of Oregon’s people and shares the magical feeling of being in Oregon through the wonder and beauty of our state,” said Todd Davidson, CEO of Travel Oregon in a press release.  

From cameo appearances by famous Oregonians — George Fletcher, an African American rodeo legend on a bucking horse at the Pendleton Round-Up, and Cheryl Strayed having s’mores with families around a campfire — to masked residents buying hand-stretched Chinese noodles at Portland’s farmer’s market and the Umatilla Tribe members riding across vast public lands, the detailed animation evokes Oregon’s Wild West feel while appealing to travelers of all backgrounds.

“Our agency is always like what’s next and well, we’ve got something that’s working, we don’t need to throw it away,” said Kevin Wright, vice president of global marketing at Travel Oregon. “The first two were very based in outdoor recreation and showing off our outdoor assets. The shift was, let’s focus on the people of Oregon, and let’s showcase the diversity that we do have here in the state.” 

The ad has rolled out in Oregon’s traditional market, which includes destinations in the triangle that stretches from Los Angeles to Boise, Idaho and Vancouver, British Columbia.

This campaign could in fact serve as a solid before and after case study for the evolving world of tourism marketing, one in which the pandemic and ensuing racial reckoning have pushed destination marketing organizations to place host communities at the heart of the narrative, as consumers increasingly seek inclusivity and visit places where they see themselves reflected in ads.

Anime’s Childlike Optimism Speaks to Stressed Americans

The first time the concept came to life in 2018, the idea revolved around the fact that Americans were stressed and their happiness index was shrinking, Wright said. Anime helped to bring out Oregon’s scenic beauty in a more creative way while evoking a childlike, innocent feeling better than any camera could, Wright added. 

“People are stressed from their text messages and meetings and all of that, and we’re going to position ourselves as the antidote to that,” said Wright, in describing the motivation behind the original installment of this ad series. 

“Since then, we’ve had a global pandemic, a social reckoning, we’ve had catastrophic wildfires in the West Coast — so that idea that people are stressed out is even more, so I think that’s why this creative is still very relevant and I think it really speaks to people.”

The first animated ad in the “Only Slightly Exaggerated” series in 2018 drew 10.5 million views during the campaign and resulted in $1.5 million in hotel revenue through 6,375 hotel bookings. Data from Arrivalist also showed that visitors who had seen the ad were 1.7 times more likely to travel to Oregon than those who hadn’t.

The second in the series, launched in 2019, drew $4.5 million views and $3.6 million in hotel revenue from 17,806 hotel bookings.

A Community-Centered Approach to Marketing

Perhaps the most stand out feature of Travel Oregon’s animated campaign is the diversity of the showcased local characters, all of whom are shown participating in cultural and outdoor activities. They include a Black solo female hiker and a senior citizen in a wheelchair enjoying a glass of wine at a vineyard with sweeping views of the Willamette Valley. 

And of course, none of these depictions were accidental. 

“Historically we haven’t done a lot of focus groups with our work,” said Travel Oregon’s Wright. “In this case, we shared scripts with agency employees and we just had conversations around them, and then we did larger focus groups to capture even more feedback, and so we did eight community based or diversity based focus groups and we just pulled all of that in, and we adjusted the original scripts from the learnings that we pulled out of there.”

Wright said for the Native American scene, Travel Oregon had 10 to 15 meetings with the Umatilla Tribes .

“That was our approach — let’s showcase the people, and it can’t be the four of us sitting with our agency doing it and we brought in a pretty wide group of folks to help us build it, and we learned a ton along the way.”

Wright said that Travel Oregon brought in diverse perspectives for the first time in 2018 with a focus group, albeit it was a much smaller one. 

“In the subsequent years it’s gotten bigger and bigger, and now we’re talking about the future, what does that look like?”

Less Big Anthem Spots, More Year-Round Messaging  

Wright said that Travel Oregon doesn’t have expectations of major returns from the campaign, simply because it isn’t its first iteration. “I don’t expect to see 10 million views out of this, but if we get half of that, if we get half of the exposure and that sentiment stays positive, we’re happy.”

Oregon’s tourism industry being primarily made up of small businesses, which were hit hard by the pandemic, the campaign aims to boost visitor traffic with the aim of driving recovery primarily to those stakeholders and their communities. That meant, for Travel Oregon, spending on media in the Fall even though Spring is when the returns are traditionally the highest. 

“We flipped it. It might be less about big anthem spots that take a lot of energy to create and more of an always on type strategy and more smaller campaigns, so during this time we can speak to this community’s needs and basically you know, marketing is getting more and more fragmented.”

Different regions need advertising at different times, and tourism boards are now increasingly attuned to that rather than just focusing on the return.  “We’re OK with that because we know that’s what businesses needed the most.”

Travel Oregon is currently in the midst of working on a new strategic plan, in which it will continue focusing on working with diverse communities, Wright said.

“I think we’ll be working more with our residents, you know, like these focus groups I was talking about. We haven’t really engaged with the residents in this work so I can see us working more in that vein.”

Aside from its diversity push, Travel Oregon’s newest “Only Slightly Exaggerated” ad joins a growing number of destinations looking to non traditional creative forms, including cinema and pop culture, to stand out in the sea of competition post pandemic.

The early positive response it’s receiving confirms that more than ever, travelers are seeking places that whisk them away from the mundane as free movement resumes. Not least, however, is the depiction of an America that many people wish to feel again, beyond the epic scenery — welcoming to all and brimming with optimism.

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Tags: diversity , DMO , marketing , tourism campaigns , travel oregon

Photo credit: Animated vineyard scene from Travel Oregon's new Only Slightly Exaggerated ad Courtesy of Travel Oregon

Travel Oregon

Have you ever tried to snap a picture of a beautiful landscape, only to look at your phone and think, “No, but it’s better than that. I swear!?”

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Have you ever tried to snap a picture of a beautiful landscape, only to look at your phone and think, “No, but it’s better than that. I swear!?” Even with the most advanced cameras and editing softwares, it’s almost impossible to capture what you’re actually seeing, feeling and experiencing in Oregon. What better way to embody the awe and magic of Oregon than through animation? Live photography can only do so much to capture majestic landscapes. With animation, we can paint a picture and so we did.

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How to plan your summer vacation to the Oregon Coast

May 23, 2024 • 7 min read

Ecola State Park is just one of many incredible parks scattered along the Oregon Coast © Jordan SIemens / Getty Images

If you've ever struggled to choose between a cabin (or tent) in the woods and a seaside getaway, you’ll love Oregon’s Coast – especially in the summer. This 363-mile-long stretch of Pacific wonderland is not your typical beach destination.

Sure, there are plenty of sandy shores and rocked-in coves, seafood shacks and cozy ocean-facing inns. However, most of the region is covered by massive expanses of old-growth forests – many of which are on state- or federally-protected land – making it an equally ideal place for hiking and camping as it is for making sandcastles and taking long walks on the beach.

Sound like your kind of place? We thought so. Here’s what you need to know to make the most of your summer vacation in this enchanting stretch of Pacific paradise .

Step 1: Choose where to base yourself

The Oregon Coast can be broken up into three segments: the North Coast , the Central Coast and the South Coast. For many people, it makes the most sense to stay in one of the larger hubs and take day trips to area highlights. Alternatively, you can start in the north and drive all the way to the south (or vice versa), spending a few nights in each region before continuing your voyage. Here are a few great options.

Vibes: The northernmost city on the Oregon Coast – and Oregon’s oldest city – Astoria is full of beautiful Victorian homes, some of which have been transformed into hotels and museums.

Do: Astoria is a hotspot for fans of the ‘80s cult film The Goonies, which was filmed right in town. Plenty of people make a pilgrimage to the city to see filming locations, including the so-called “Goonies House” and to learn about the state’s film industry at the Oregon Film Museum . Astoria is also a great base for fans of history and nature: Fort Stevens State Park, the site of the Peter Iredale shipwreck, is just outside of town, as is Fort Clatsop , where members of the U.S. Army's Corps of Discovery (aka the Lewis and Clark Expedition) spent the winter of 1805–1806.

Eat: Sample Oregon’s famous albacore tuna, breaded, fried and served up with thick-cut English-style fries at Bowpicker Fish & Chips , a walk-up window housed in a converted gillnet boat. For a fancy affair, head to Fedé Trattoria Astoria , which serves handcrafted Italian dinners made primarily from local ingredients.

Stay: For some of the best views in town, book a night at the Cannery Pier Hotel and Spa , situated at the end of a pier right in the river, next to the 4-mile-long Astoria-Megler Bridge.

Vibes: In the heart of the Central Coast region, Newport has all the trappings of an Oregon Coast getaway town – lots of independent shops, restaurants and boutique hotels – plus a thriving fishing industry that gives it a bit of a gritty edge. It’s also Oregon’s primary hub for marine science research.

Do: Newport is a great place to get kids interested in the natural world. Don’t miss the Oregon Coast Aquarium , where Free Willy star Keiko the orca prepped for his return to the wild, and the Hatfield Marine Science Center , where guests of all ages can get a hands-on introduction to life under the sea (yes, there are touch tanks).

Eat: You won't find seafood much fresher than what’s served up at Local Ocean , which sources everything from the crab used to craft its Dungeness crab cakes to the razor clams in its chowder from local fishers. For a fancy lunch or dinner, make your way to Clearwater Restaurant to enjoy fresh seafood, salads and cocktails while you take in views of Yaquina Bay.

Stay: Literature lovers take note: every room at the cozy Sylvia Beach Hotel is inspired by a different author. This internet-free hotel also has a massive library and loft with west-facing windows, perfect for catching glimpses of the ocean between chapters of your favorite tome.

Vibes: Coos Bay is the biggest city on the Oregon Coast, and while it still feels very much like a town, it’s got plenty of great hotels and restaurants within a short distance of top spots for outdoor recreation.

Do: Head up to the Oregon Dunes National Recreation Area (which inspired the Dune book and films) for an OHV adventure. Then make your way south to Shore Acres State Park to wander through a beautifully manicured garden or take in views of waves crashing against massive cliffs.

Eat: Pair beer and seafood with bay views at 7 Devils Waterfront Alehouse or sit down to a Cornish pasty at one of the live-edge tables at The Tin Thistle .

Stay: Spend a night at the whimsical Itty Bitty Inn , a budget-friendly spot with five themed rooms (including a Star Trek Room and an Oregon Trail Room). You can even borrow a cruiser bike and a helmet at no extra cost.

Step 2: Book your accommodations

Budget is a big consideration when figuring out where to stay on the Oregon Coast, and room rates typically skyrocket in the busy July and August peak season. There are plenty of fancy (and spendy) hotels along the coast, many of which have direct beach access, but if you don’t plan to spend much time in your room, you may be better off trading in direct beach access for a simple budget motel or a vacation rental.

Camping is a great option but it’s wildly popular. If you plan to camp (or stay in a yurt) in one of the many Oregon State Parks up and down the coast, it’s a good idea to start looking in the winter — reservations go live six months in advance and summer weekend slots often book up soon after they become available. Find out more about Oregon's seasonal events and prices in our guide to the best time to visit .

Step 3: Pick the best things to do on your summer trip to the Oregon Coast

Cannon Beach on the North Coast is popular among day trippers from Portland , with its compact main street lined with art galleries and cafes. On the south end of town, Haystack Rock is a massive sea stack that doubles as a home for tufted puffins. Bring your binoculars.

A short drive from Newport on the Central Coast, Depoe Bay is the place to go for summertime whale-watching. A group of gray whales live here in the summer, and they’re easy to spot from the picture windows at the Oregon State Parks Whale Watching Center or aboard one of Whale Research EcoExcursions ’ whale-watching cruises.

Oregon summers are a dream for hikers , and the fleeting warm-and-dry season is the perfect time to hike up to the top of Humbug Mountain near Port Orford. The 5.5-mile-long summit hike through groves of massive Douglas fir trees rewards hikers with gorgeous south-facing views of the Pacific Ocean.

Step 4: Find the best places to eat on the Oregon Coast

Seafood lovers will naturally be very happy on the Oregon Coast. You'll find Oregon specialties such as albacore tuna and Dungeness crab at seafood markets from Astoria to Brookings ( Barnacle Bill's Seafood Market in Lincoln City is a local favorite), along with fresh produce galore – much of which is grown in the region – at farmers markets and co-ops all along the coast.

If you’d rather leave the prep to someone else, pick up a charcuterie-and-wine picnic at Chēz in Seaside or try out the famous fried offerings at The Crazy Norwegian's Fish & Chips in Port Orford.

Step 5: Determine how you will get there

The Oregon Coast is a delight for road-trippers, and you really need a car if you want to explore the region. Most people fly into Portland and drive inland on Highway 26, which cuts through the forested Cascade Mountains, ultimately meeting Highway 101 (the Coastal Route) between Cannon Beach and Seaside.

If you’re driving from Washington State , you’ll cross into the Oregon Coast at Astoria. If you’re coming from California , your first taste of the Oregon Coast will be in Brookings, the gateway to the ridiculously gorgeous Samuel H. Boardman State Scenic Corridor .

Step 6: Decide what to pack

Even if you plan to visit the Oregon Coast at the peak of the summer season, be prepared for two of the region’s most common features: rain and wind. Sweatshirts and windbreakers are always a must, and while flip-flops are great for transitioning from sand to street, it’s a good idea to always have a pair of comfy, water-resistant shoes with you to keep your toes warm and dry. If you bring a hat, make sure it fits snugly or has a good chin strap if you don’t want to risk it getting swept away in a gust of coastal wind.  

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Oregon tourism booms to pre-pandemic levels with a record $14 billion in travel spending

For the first time since covid-19 shut down the world tourism in Oregon is back to pre-pandemic levels.

Oregon saw a record level of travel spending, increases in travel-related jobs, and better pay for people in the industry.

In 2023, travel spending hit 14 billion dollars. That's a 0.6% increase over 2022, which saw travel spending hit $13.9 billion.

The biggest jump in spending was on food, where people spent 197 million dollars.

Overall, Oregon is doing well just a few years after the global pandemic, which negatively impacted the travel and tourism industries.

Julia Amato, director of communications at Travel Oregon says, "Every single region has fully recovered to its 2019 levels and actually has surpassed its 2019 level with the exception of Portland. So, Portland is 95 percent recovered, andnd it did see about a 2 percent or just under 2% year-over-year growth from 2022 to 2023. Things are on an upward trend and looking positive there."

The report also stated the Portland region added the most travel jobs in 2023.