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Branding a New Region: The Tillamook Coast, Oregon

Cape Meares Lighthouse (2)Last year, TDM was invited to develop brand and tourism strategies for Tillamook County on the acclaimed Oregon Coast. This was an extremely exciting project for us because rarely do we get an opportunity to work with a “blank piece of paper” in a region with such a wealth of tourism assets.

Despite having a scenic coastline of 104 kms (65 miles) that includes vast unspoiled beaches, four bays, nine rivers, three National Wildlife Refuges, six County Parks and ten State Parks, Tillamook County had not been marketed as a unified destination. It also did not have a tourism organization and as a result there was fragmentation in tourism marketing because each community managed its own marketing with no singular regional tourism message.

In January 2014, a countywide lodging tax was introduced which facilitated the development of brand and tourism strategies for the region. It also funded the formation of a destination marketing organization (DMO) to lead the marketing on a regional basis and to implement the strategies developed by TDM.

Because of the many interesting facets of the strategies we created, The Place Branding Observer asked me to write a case study about branding the Tillamook Coast. I was honored to do so, and you can find the case study here.

Bill Baker

Bill BakerBill Baker

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