Roles: Art direction, creative direction, strategy, prop creation, prop styling, post production, content creation, copywriting

Made at Sparkloft Media for Travel Oregon

February 14th, Valentine’s Day right? Better yet, it’s Oregon’s Birthday. The client, Travel Oregon needed a unique social campaign to acknowledge this day. We were given under two come up with something authentic and that would stand out among all of the Valentine’s Day content. 

We created a concept that would drive user-generated content (UGC) to be curated and then used to extend the conversation beyond an event that traditionally lasts only one day. Rather than make the content ourselves, we leaned on the people who love Oregon most to tell us WHY.

We asked all of Travel Oregon’s followers to tell us why they love Oregon. We also went out and collected quotes around major cities and turned them into hand written love letters. 

We then shared the best answers across all social media platforms on February 14th. The singular post on Instagram received more engagement than any post to date. 

The two Instagram Stories had a cumulative 250,000 views along with a flood of positive replies from the social audience about the letters that resonated most with them.

With the campaign's overwhelming success, Travel Oregon has decided to extend “Love Letters to Oregon” to be an ongoing theme for February each year moving forward.