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OUR WORK

Oregon, Only Slightly (More) Exaggerated

BRIEF

Client: Travel Oregon
Campaign: Oregon Slightly Exaggerated – Sales Mission AU & NZ
Target Audience: Australian and New Zealand travel trade and media


Following the launch of Travel Oregon’s Oregon Slightly Exaggerated (OSE) campaign in 2018, Canuckiwi adopted the creative platform as the central theme for Travel Oregon’s 2019 sales mission across Australia and New Zealand.


The objective was to bring the animated campaign to life in-market, inspiring travel trade and media to better understand, sell, and share Oregon’s diverse experiences while reinforcing the destination’s sense of wonder, creativity, and wellbeing.

Oregon Slightly Exaggerated – Sales Mission AU & NZ

IDEA

Building on the success of the original OSE campaign, Travel Oregon expanded the concept in early 2019 with new animation showcasing the state’s landscapes through playful, imaginative storytelling—from grey whales migrating through the sky to tree spirits relaxing in volcanic hot springs.


Canuckiwi translated this creative world into immersive, in-market activations, delivering VIP travel trade and media events in Auckland and Sydney. Each event featured interactive elements inspired by the campaign, including live fishing ponds, mini hot air balloons, toadstools, Oregon-inspired cocktails, and themed photo booths.


Guests—spanning travel trade, media, and airline partners—were encouraged to embrace the spirit of the campaign by attending in their own “Slightly Exaggerated” costumes, creating a fun, memorable experience. Prizes were awarded for best-dressed guests, supported by United Airlines sponsorship.

RESULTS

  • Delivery of VIP travel trade and media events in Auckland and Sydney

  • Strong engagement with travel trade, media, and airline partners

  • Successful localisation of the OSE campaign for AU & NZ markets

  • High attendee participation through interactive theming and costume engagement

  • Reinforced positioning of Oregon as a destination centred on creativity, nature, and wellbeing

  • Strengthened airline partnership with United Airlines

  • Increased awareness of Oregon’s diverse regions, experiences, and adventures

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