OUR WORK
Oregon Virtual “Treasure Hunt”
Virtual “Treasure Hunt” On The Oregon Coast
BRIEF
Client: Travel Oregon
Campaign: Virtual “Treasure Hunt” on the Oregon Coast
Target Audience: Canadian media
Each February, Travel Oregon traditionally visits Canadian media in key markets through an in-person delegation. However, with borders closed during February 2021, an in-person visit was impossible. To maintain strong engagement with Canadian media despite the pandemic—while keeping the spirit of Oregon alive—Canuckiwi needed to create an interactive, uplifting, and memorable virtual alternative.
IDEA
Coinciding with both Valentine’s Day and Oregon’s birthday on 14 February, we launched a multi-week virtual “Treasure Hunt” along the Oregon Coast. The concept celebrated Oregon’s natural riches—mountains, forests, waterfalls, hot springs, beaches, and the Pacific Ocean—highlighting the themes of wellness, healing, and connection that these landscapes inspire.
From 14 February through 23 March, participating Canadian media received weekly video clues, each revealing a new stop along the Oregon Coast. The final clue, delivered on 23 March, was a Zoom link transporting attendees to a live, on-location virtual experience with Denny Dyke, the creator of the iconic sand “dreamfields” labyrinths at Face Rock State Park in Bandon, Oregon.
Denny and his volunteer team craft 43 intricate sand labyrinths each spring and summer, producing spectacular aerial imagery and a powerful sense of place.
To elevate engagement, each media attendee received a special Oregon gift pack in advance—complete with tools to create their own sand labyrinth at home, tying the tactile experience back to the coastal event.
RESULTS
Delivered a unique, multi-week virtual activation that kept Oregon top of mind during border closures
Sustained engagement through weekly content, building anticipation and strengthening media connection
Provided Canadian media with an immersive virtual experience on the Oregon Coast
Reinforced Oregon’s brand pillars of nature, wellness, and creativity in an innovative format
