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Sea cruise 2019-2020: What is the Italian trend?

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Sea cruising in Italy is starting to grow again, aligning itself with the international trend. This is the message of the president of Cemar Agency Network of Genoa, who presented – during the Seatrade Cruise Global in Miami – the 2019 and 2020 forecasts for the cruise sector in the Italian ports.

An increase of around 7.13% is expected in terms of passengers  (for a total of 11,911,000 of cruise passengers) and a further +7.88% is expected on 2020 with the expectation expected to total up to 13 million passengers.

“I believe that such a positive result must be mainly attributed to the new units that are becoming part of all the most important fleets of cruise ships,” reflects the president, Senesi. In detail, this year, the ships will increase to 4,860 units, while 149 ships will be in transit in Italian sea ports representing 46 shipping companies.

Among the 70 ports involved in cruise traffic, the primacy of Civitavecchia (Italy) will be confirmed in 2019, with 2,567,000 passengers (+5.13% compared to 2018). Venice will follow with 1,544,000 passengers (-1.06%) and Genoa in third place with an excellent result of 1,343,000 passengers (+32.79%).

It will then be the turn of Naples with 1,187,000 (+20.35%), followed by Livorno with 812,000 (+3.29%). The ranking of the top 10 Italian ports closes with Savona, Bari, La Spezia, Palermo, and Messina.

Among the companies that this year will handle the largest number of tourists in Italy’s sea ports, the podium is held by MSC Cruises (3,622,000 passengers), Costa Crociere (2,725,000 pax) and Norwegian Cruise Line (863,000 pax). Looking instead at the Cruise Groups, the first place goes to Carnival Corporation with 4,117,000 passengers, followed by MSC, Royal Caribbean with all its brands (including Silversea) with 2,115,000 pax, and NCL Holding with over 1 million cruise passengers.

The busiest months will be October (1,744,000 passengers and 781 stopovers), June (1,505,000 pax and 614 stopovers), September (1,497,000 pax and 627 stops), and May (1,488,000 pax and 687 stopovers), while the least trafficked will obviously be the winter ones, with February and January in the lead.

“The positive forecasts for the two-year period 2019-2020 must not lead us to lower our guard. Italy is in fact the first cruise destination in the Mediterranean, and thanks to the upcoming new ships being delivered during this two-year period, increasingly green ships, there will be further space for growth. The incognita remain on Venice which to date has not been resolved and which creates strong doubts about future planning for the entire Adriatic,” concluded Senesi.

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Oxford Economics: Brand USA’s marketing initiatives drove record international visitor spending

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Today, Brand USA, the destination marketing organization for the United States, announced that a study by Oxford Economics shows Brand USA’s marketing efforts are generating a high return on investment (ROI) and driving significant incremental international visitation and spend, which is helping to fuel the nation’s economy. The report shows Brand USA has consistently driven strong results over the past six years, including record results in Fiscal Year 2018 (FY2018) for incremental international visitor spending, tax revenues generated, and total economic impact.

Highlights of the study show Brand USA’s marketing efforts in FY2018 alone (October 1, 2017 – September 30, 2018) helped drive:

• 1.13 million incremental international visitors to the USA who spent
• $4.1 billion on travel and fare receipts with U.S. carriers, and generated
• $1.17 billion in federal, state, and local taxes and
• $8.9 billion in total economic impact, and supported
• 52,305 incremental U.S. jobs

The resulting FY2018 marketing ROI was 32:1—meaning that every $1 Brand USA spent on marketing generated $32 in spend by international visitors.

The study also shows that the cumulative results of Brand USA’s marketing efforts over the past six years (FY2013 through FY018) has helped bring:

• 6.6 million incremental visitors to the USA who spent
• $21.8 billion on travel and fare receipts with U.S. carriers, and generated
• $6.2 billion in federal, state, and local taxes, and
• $47.7 billion in total economic impact, which has supported, on average,
• Nearly 52,000 incremental U.S. jobs each year

The six-year results equate to an average marketing ROI of 28:1.

“International visitation is an important driver for the nation’s economy—benefiting a wide range of industries well beyond travel and tourism,” said Christopher L. Thompson, president and CEO of Brand USA.

According to the U.S. Department of Commerce, international travel to the United States is the nation’s top services export and represents 11 percent of all U.S. exports, contributing a $77.4 billion trade surplus.

“The FY2018 ROI study reinforces the effectiveness of our promotional campaigns and how our efforts are supporting communities and employment throughout the country. The United States provides international travelers more value in its diversity of experiences than any other place in the world, and we look forward to continuing to work with our partners to market the USA as the ultimate travel destination,” added Thompson.

Each year, Brand USA deploys a number of market-driven platforms and programs as part of its mission to increase incremental international visitation, spend, and market share for the United States in order to fuel the U.S. economy and enhance the image of the USA with worldwide travelers.

Brand USA also collaborates with federal partners to communicate U.S. visa and entry policies and correct misperceptions about those policies as required by the Travel Promotion Act.

The Oxford Economics study includes an analysis of Brand USA’s work in nine markets – Australia, Brazil, Canada, China, Germany, Japan, South Korea, Mexico, and the United Kingdom—and also considers the organization’s total impact in other international markets where Brand USA’s marketing was active during the year via consumer, trade outreach, and cooperative marketing programs.

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Arab Hotel Investment Conference is back: Why it’s so amazing

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Last year, the move of the 14th Arab Hotel Investment Conference (AHIC) from Dubai Jumeirah Madinat to the neighboring Emirate Ras Al Khaimah (RAK) was a huge challenge.

Ras Al Khaimah is where? It is one-hour drive from Dubai Airport.

Arriving at midnight at Dubai Airport, and driving  on a sheer endless straight highway through the desert, it certainly was an entirely new experience: no skyscrapers, no traffic jams, nothing but a totally  empty highwa  which is normally clogged up during the day, with only some camels walking along enroute during the night.

After the one-hour drive, all of a sudden there was a wake-up call as lights of a monumental building like a Fata Mogana (mirage) emerged from the horizon. Getting closer, it was not a Fat Mogana but the newly-opened Waldorf Astoria Hotel.

Photo © Elisabeth Lang

As the function rooms at the Waldorf Astoria hotel were not big enough to host the AHIC event with  nearly 2,000 delegates, a gigantic fully-airconditioned tent was built just for this event and only for the 3 days of the conference.

We are talking about a cost of nearly 2 million dollars set in the sand for a humongous fully-equipped tent with the latest technologies – Wi Fi, a TV broadcasting studio, and a revolving stage. Just amazing!

BBC Hard Talk presenter Stephan Sackur, who had just arrived from ice-cold Moscow, was interviewing Russia’s Foreign Secretary, Sergej Lavrov, and then found himself on the beach on a revolving stage the next day with a colorful audience and an outside temperature of 45 Celsius (113 degrees Fahrenheit).

Photo © Elisabeth Lang

A red carpet was rolled out for the rulers and dignitaries of Ras Al Khaimah and the entire region with people rushing towards the AHIC village on the beach.

Ras Al Khaimah is the most authentic and UAE’s second-smallest emirate and is quietly boosting its tourism, free zones, and real estate.

Despite being the second smallest emirate in the UAE with a population of just 400,000, strong real estate and hospitality sectors, as well as corporate giants such as RAK Ceramics and Gulf Pharmaceutical Industries (Julphar) have helped RAK avoid the oil-related economic crisis of its neighbors.

During AHIC 2019’s opening, the Ras Al Khaimah ruler launched a contest to create a “unique” resort.

The ruler, Sheikh Saud bin Saqr Al Qasimi of Ras Al Khaimah, launched the Grand RAK Project competition which is open to delegates registered at the event.

Photo © Elisabeth Lang

Sheikh Saud said: “We support projects and concepts that spark creativity and place Ras Al Khaimah at the forefront of the tourism sector which aims to create a new resort that is unique to the emirate.

“Sustained growth is already the hallmark of Ras Al Khaimah’s tourism industry, and we seek to ensure this continues by utilizing our strategic tourism plan to reach well-defined targets.”

Working in teams combining hotel designers and operators, entrants will have 3 months to prepare a preliminary concept vision supported by a high-level feasibility appraisal.

The winning project will be allocated a coveted beachfront location.

Photo © Elisabeth Lang

The judging panel for the Grand RAK Project includes Abdullah Al Abdooli, Managing Director and CEO, Marjan; David Daniels, Director of Architecture, SSH; Filippo Sona, Managing Director, Global Hospitality, Drees & Sommer; and Kevin Underwood, Principal, HKS Hospitality Group.

While the UAE remains RAK’s strongest market, representing about 40 percent of total visitors, Europe is gaining ground. The number of German tourists to RAK grew by 53 percent last year, followed by 28.5 percent growth from the UK, 25 percent from India, and 4 percent from Russia.

The Government of Ras Al Khaimah has an established history in the tourism sector commencing with the opening of the first internationally-branded hotel back in 2001 and is galloping forward on a large scale.

Photo © Elisabeth Lang

With the launch of the first Arabian Hotel Investment Conference last year, the spotlight shone on Ras Al Khaimah. The program, featuring more than 100 speakers from around the world, has been curated around this year’s theme with a focus on addressing the current tensions in the owner-operator relationship, uncovering innovative approaches to business, analyzing future market demand trends, and fostering harmonious relationships between all stakeholders in order to sustain growth and prosperity

In his speech, Jonathan Worsley, Chairman of AHIC, said:

“It is evident to me that we are going through transformational change within the Middle East’s hotel investment market. As more supply comes online and the market becomes increasingly competitive, the dynamic of the owner-operator relationship has shifted. As the landscape becomes more competitive it is key that all parties are working together towards the same goals. With this backdrop in mind, together with our advisory board and partners at Insignia, we concluded that evolution in 2019 is not about creating disruptive moves but about finding constructive steps that create an environment of clarity and collaboration. Hence, we came to our 2019 theme, Synchronized for Success.

“Synchronicity not just in relationships but in the alignment of business strategy with what is happening in the broader macro-economic environment as some of the most ambitious projects of our generation are announced and social transformations, technical innovations, and shifting consumer behavior are changing the hotel investment landscape at a staggering pace.”

How can business be synced with these new dynamics?

The visionary industry leader, Stardom Speaker Sebastien Bazin, Chairman & CEO of ACCOR, will address the AHIC community on “What is your compass during times of disruption, innovation, and global turmoil?”

Conference Chair Stephen Sackur will take a break from his day job as host of HARDtalk and head back to the beach as he has been assigned one job at AHIC 2019 – to ask the questions the industry wants addressed the most so that attendees walk away with the insights they need.

Synchronized for success? Three owners and three operators will sit down with Stephen Sackur to discuss how they are “Syncing for Success.” Never in the history of the hotel industry has there been such a rapid build-up of hotel rooms. How does the industry cope and what business models are evolving that will help retain and attract more owners and investors? Stephen Sackur will present these tough questions to the operators.

Who else is there? Among the speakers are:

The Managing Director & CEO of Marjan responsible for creating and designing Ras Al Khaimah’s key freehold master plans including the spectacular Al Marjan Island, a world-class tourism development offering excellent opportunities for investors.

Abdullah Al Abdouli, Head of Investment & Finance, The Red Sea Development Company which is creating an exquisite ultra-luxury destination within a pristine 28,000 km² area that includes an archipelago of more than 50 unspoiled islands, volcanoes, desert, mountains, nature, and culture.

Jay Rosen, Chief Executive Officer, Public Investment Fund, Amaala, and ultra-luxury development that is part of an integrated approach to developing Saudi Arabia’s Red Sea coast focusing on wellness, healthy living, and meditation. The development will cover an area of more than 3,800 sq. km. and will target more than 2,500 hotel keys.

The Chief Executive Officer of RAK Properties has drawn regional and global interest for launching state-of-the-art luxury hotels, resorts, and malls. With more than $540 million worth of available capital, the company is behind the Anantara Mina Al Arab, Ras Al Khaimah, and the 350-key InterContinental Ras Al Khaimah Mina Al Arab Resort.

The AHIC 2019 is taking place from April 9-11 at the AHIC Village, Ras Al Khaimah.

This copyright material, including photos, may not be used without written permission from the author and from eTN.

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Viking and China Merchants Group to build cruise line for Chinese cruise market

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Viking Cruises and China Merchants Shekou, representing China Merchants Group, announced they have signed a memorandum of understanding to form a joint venture focused on building a cruise line with worldwide cruise offerings for the Chinese cruise market.

This will be a wide-ranging partnership covering from product development to sales and marketing. Further, China Merchants Group’s shipbuilding subsidiaries will partner with the joint venture to design and build new ocean cruise ships dedicated to the Chinese market.

“China is a dynamic outbound tourism market, and we are pleased to be partnering with China Merchants Group in this joint venture to drive the development of the cruise industry – we see Viking’s way of cruising less as a trip and more as a lifestyle,” said Torstein Hagen, Chairman of Viking. “For more than 20 years, we have led the industry in developing a fleet of ships and a range of cruise itineraries that we believe provide guests with the most comfortable and enriching way to explore the world. Our partnership with China Merchants Group will allow us to bring this Viking travel lifestyle to more Chinese travelers more quickly, satisfying the Chinese market’s unmet demand for a greater choice of sophisticated travel.”

“China Merchants Group treasures this cooperation with Viking. This is a full scale, multi-dimensional cooperation that covers all three main business sectors of China Merchants group,” said Gangfeng Fu, president of China Merchants Group. “Viking has gained tremendous experience in cruise operations and branding strategies during its 20 years of rapid growth. We sincerely hope that the alliance of the two powerful brands will create synergies and innovative business models that will lead the cooperation into a market-leading cruise brand.

Viking operates a current fleet of 78 vessels, offering scenic cruising on rivers and oceans around the world. China has been a part of Viking’s destination portfolio since 2003, and since setting up local operations in China in 2016, the company has seen strong momentum in its European river cruise product tailored for Chinese-speaking guests.

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No tsunami threat after strong earthquake rocks South Sandwich Islands

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Powerful magnitude of 6.5 earthquake has struck the South Atlantic Ocean near the South Sandwich Islands today.

“Based on all available data, there is no tsunami threat from this earthquake. No action is required,” the Pacific Tsunami Warning Center said in a bulletin.

Preliminary Earthquake Report:

Magnitude 6.5

Date-Time • 9 Apr 2019 17:54:00 UTC
• 9 Apr 2019 15:54:00 near epicenter

Location 58.614S 25.357W

Depth 47 km

Distances • 2568.8 km (1592.6 mi) E of Tolhuin, Argentina
• 2576.4 km (1597.3 mi) SSW of Edinburgh of the Seven Seas, Saint Helena
• 2617.5 km (1622.9 mi) E of Ushuaia, Argentina
• 2636.3 km (1634.5 mi) E of R�o Grande, Argentina
• 2847.9 km (1765.7 mi) E of R�o Gallegos, Argentina

Location Uncertainty Horizontal: 5.1 km; Vertical 5.0 km

Parameters Nph = 119; Dmin = 838.2 km; Rmss = 0.93 seconds; Gp = 31°

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PM Hotel Group announces senior leadership promotions

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PM Hotel Group today announced three senior leadership promotions. The company’s executive team is expanding with the promotions of Seon Heo and Fran Owen as Vice Presidents of Sales & Marketing and Chris Macary to the role of Vice President of Hotel Operations.

“The strong portfolio growth we experienced in 2018, opening 3 new properties and taking over management of 3 existing hotels, has continued into Q1 of 2019. These promotions reflect the demonstrated strength of our management team and our well-deserved reputation for creating a culture that develops and promotes professional growth,” said PM Hotel Group President, Joseph Bojanowski. “Seon and Fran have both displayed extraordinary value in their regional sales and marketing roles and will now assume additional portfolio-wide strategic responsibilities. Over the past five years Chris has illustrated operational excellence. We are thrilled to see each of them transition into these newly created positions. Seon, Fran, and Chris tangibly contributed to the record RevPAR growth PM Hotel Group experienced in 2018.”

Together with delivering on the robust 2019-2020 pipeline of projects, ensuring operational excellence continues to be a priority for PM Hotel Group. In Q2 the management company will welcome to its portfolio, the new Home2 Suites by Hilton Silver Spring, the first LEED Platinum hotel in the state of Maryland.

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Seychelles represented at first Ministerial Conference on Tourism and Air Transport in Africa

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The first Ministerial Conference on Tourism and Air Transport in Africa was held in Santa Maria, Sal Island in Cabo Verde, from the March 27 to 29, 2019.

The aim of the conference was to find a balance in maximizing the overall benefits of tourism and air transport in the national economy and to identify the best national aviation institutional frameworks and practices that facilitate and promote tourism.

The conference was attended by various high government officials on behalf of the participating countries and saw the presence of the African Union Commissioner responsible for aviation.

Several technical specialists’ representatives from the aviation and tourism sectors and experts from international and regional organisations were also present.

Seychelles was represented by a delegation from the Ministry of Tourism, Civil Aviation, Ports and Marine and the Seychelles Civil Aviation Authority led by Minister Didier Dogley and included Principal Secretary for Tourism Mrs. Anne Lafortune and Principal Secretary for Civil Aviation, Ports and Marine, Alan Renaud.

Principal Secretary for Civil Aviation, Ports and Marine, Alan Renaud represented Seychelles as a panelist during the first technical session on air transport and tourism policies on March 27, 2019.

During his intervention, PS. Renaud presented the country’s experience in relation to the topic and focused on the positive impacts that the liberation of the local air space has had on the tourism arrival figures.

He also pointed out the benefits of a free and visa upon arrival system as one having greatly facilitated the experience of travelers arriving in Seychelles.

Seychelles was also represented in Cabo Verde through Minister Didier Dogley, who sat on the ministerial panel on March 28, 2019.

Speaking during the session the Minister for Tourism, Civil Aviation, Ports and Marine reinforced the points made by Principal Secretary Renaud and further elaborated on the benefits of having in place a set of comprehensive and structured air access policies and a strong institutional framework. He commented on Seychelles as one of the few countries in Africa, where the aviation and tourism departments fall under the same ministry, which greatly enable and facilitate coordination between key authorities and staff.

Minister Dogley also highlighted the importance of direct air access for Small Island Developing states. He explained the dependency of small island nations as Seychelles on an adequate network of airlines serving the country due to their isolation from their tourism markets and trade partners.

In regards to a single African air transport market, he reminded the audience of the need for those responsible for developing regional agreements to take into consideration the special needs of SIDS.

On the sidelines of the conference, Minister Dogley also held talks with the President of the ICAO council, Dr. Olumuyiwa Benard Aliu, Secretary General of UNWTO, Mr. Zurab Pololikashvili and other African aviation and tourism ministers attending the meeting.

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What airport is now busier than mega-hubs Frankfurt and Dallas Fort Worth?

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This airport has now become the world’s 12th busiest airport, moving up four places from the 16th spot in 2017. According to the preliminary world airport traffic rankings for 2018 released by the Airports Council International (ACI), it over took mega-hubs like Frankfurt, Dallas Forth Worth, Guangzhou and Istanbul Ataturk airports.

The four airports above the IGI Airport are Amsterdam Schiphol, Paris-Charles de Gaulle, Shanghai Pudong and Hong Kong, managing over 46 lakh passengers more than IGIA. The airport ranked busier than all these might surprise – it’s New Delhi’s Indira Gandhi International Airport (IGIA).

“India became the world’s third-largest aviation market in terms of passenger throughput, behind the US and China, in 2018. India’s move towards a more liberalized aviation market and the nation’s strengthening economic fundamentals have helped it become one of the fastest-growing markets with its traffic growing rapidly in a relatively short time,” read the statement by ACI.

The ACI’s World Airport Traffic Forecasts also predicts the country will represent the third largest aviation market in terms of passenger throughput after the US and China by 2020.

As per the rankings released by the ACI, the GMR-group-run airport has solidified its status as one of the fastest growing airports in the world for passenger traffic. Only Seoul’s Incheon International with 10 percent point growth was close to Delhi in terms of passenger growth. The Incheon International airport has secured the 16th place in 2018.

The ACI report said the IGI airport saw 69 million domestic and international flyers in 2018, which is 10.2 percent points higher than the combined passengers of 2017. Passenger traffic in advanced economies grew 5.2 percent while in emerging economies it rose 10.3 percent in 2017.

ACI World Director General-Angela Gittens said while strong competitive forces continue to drive innovation and improvements in efficiency and service for passengers, airports face the challenges of meeting the continuing global growth in demand for air services.

The ACI, founded in 1991, is the trade association of the world’s airports, currently serving 641 members operating from 1,953 airports across 176 countries.

“It is expected that rising incomes in emerging markets will help propel global traffic to new heights in the coming decades as new aviation hubs begin to overtake the more mature markets of Western Europe and North America,” ACI said.

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19 more hotels with 3000 rooms to be added to Marriott Hotels in Middle East and Africa

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Marriott International expects to add 19 new properties and more than 3,000 rooms to its  Middle East and Africa portfolio in 2019.  Underpinning a strong demand for its diverse brands, the new additions are in line with the company’s expansion plans to add more than 100 new properties and nearly 26,000 rooms across the region by the end of 2023.  Marriott estimates its development pipeline through 2023 represents up to $8 billion of investment from property owners and is expected to generate over 20,000 new jobs across the region.

“Our growth across the Middle East and Africa is fuelled by a strong demand for our diverse range of well-established brands, each offering different attributes that cater to this region’s ever changing and evolving marketplace,” said Jerome Briet, Chief Development Officer, Middle East & Africa, Marriott International. “This region continues to present us with opportunities to further grow and enhance our portfolio across new and established markets.  While the majority of our growth will be through new-builds, we are seeing an increasing number of conversion opportunities, especially in the luxury space.”

Year-to-date, the company has opened five new properties in the region and is expected to add 14 more – bringing its portfolio across the Middle East and Africa to nearly 270 properties and over 60,000 rooms – by the end of the year.

Unwavering Demand for Luxury Brands that offer Unrivalled Experiences

The company is poised to expand its luxury footprint in the region by more than 70 percent by the end of 2023, with more than 25 luxury properties under development.   The company expects to grow its luxury portfolio in 2019 with seven anticipated openings across four brands:

  • With the recent opening of W Dubai – The Palm and the anticipated openings of W Muscat and W Yas Island, W Hotels should double its portfolio in the region.
  • St. Regis anticipates debuting in Jordan and Egypt with the openings of The St. Regis Amman and The St. Regis Cairo.
  • The iconic North Island is expected to of world-renowned hotels and resorts.
  • JW Marriott anticipates marking its entry into Oman with the opening of the JW Marriott Muscat Convention Center.

Substantial Growth across Premium Brands

The growth of Marriott’s premium brands remains steady across the region with more than 30 hotels expected to be added to the portfolio by the end of 2023. By the end of 2019, the company expects to have added four new hotels under its premium portfolio for the region:

  • The Autograph Collection anticipates marking its debut in Kenya with the addition of Sankara Nairobi.
  • Marriott Hotels and Marriott Executive Apartments strengthened its presence in Saudi Arabia with the recent openings in the Diplomatic Quarter of Riyadh.  Marriott Executive Apartments is also expected to open a new property in Madinah later this year.
  • Marriott Hotels is also planning to open its second property in Algeria, in the capital city of Algiers

In addition to the openings in 2019, Marriott is also focused on the transformation journey of Sheraton Hotels & Resorts, the company’s most global brand.  In the region, Sheraton Jeddah Hotel and Sheraton Grand Hotel, Dubai are currently undergoing renovations that represent the brand’s vision for the future.

Regional Demand for Select-Service Hotels Continues to Fuel Growth

Currently representing over 40 percent of the company’s development pipeline through 2023, select-serve brands continue their rapid growth trajectory across the Middle East and Africa.  Building on the momentum from 2018 – with ten properties added across the region, including four Aloft hotels in the UAE – the company expects to add seven new properties by the end of this year:

  • Four Points by Sheraton anticipates expanding its portfolio with a total of four openings in 2019.The brand recently opened properties in in Sharjah (UAE) and Setif (Algeria) and is on-track to open two more properties this year including, Four Points by Sheraton Dar es Salaam New Africa in Tanzania and Four Points by Sheraton Lahore in Pakistan.
  • Residence Inn by Marriott expects to make its debut in Algeria with the opening of Residence Inn by Marriott Algiers
  • Protea Hotels by Marriott plans to expand the brand in Uganda with the opening of Protea Hotel by Marriott Naguru Skyz.
  • Element Hotels is set to launch its first property in Africa with the opening of Element Dar es Salaam in Tanzania.

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Travel Oregon’s “Only Slightly Exaggerated” campaign

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Inspired by the viral success of the “Only Slightly Exaggerated” campaign last spring, Travel Oregon is launching part two of the animated campaign that gives viewers a creative glimpse of the magical feeling of being in Oregon.

The new 1:45 minute video continues the visual narrative, showcasing different locations, experiences and thrilling adventures in Oregon—from venturing deep into the Oregon Caves National Monument to paragliding over the Steens Mountain. Like the original, this new video features a cast of animated human characters, native flora and fauna and new fantastical beings, including mystical cloud-people and a sea-stack creature, to name a few.

In addition to the sweeping outdoor animated imagery highlighted in the video, the viewer also gets a taste of Oregon’s culinary bounty. In the restaurant scene, look for the bottle of Oregon Solidarity wine, a nod to the real-life collaboration between four Oregon wineries who came together to help the Rouge Valley wine region that was affected by the Southern Oregon wildfires last summer.

“The goal of this campaign is to welcome and invite everyone to experience a happier state of being while traveling in Oregon,” said Travel Oregon CEO Todd Davidson. “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.”

The campaign launches tomorrow in the target markets of Portland, Seattle, San Francisco, Boise, Tri Cities, Eugene and Bend. The media buy includes cinema, TV (launching during Final the Four), digital, billboards and on MAX Light Rail trains. Moreover, the campaign will be extended throughout the year through our annual visitor guide, downloadable wallpapers, posters, postcards, GIFs, shorter animation clips, and immersive new online content highlighting locations in the campaign that travelers can visit—the Oregon Caves, Steens Mountain and Clear Lake to name a few.

Utilizing the strong creative teams from the 2018 campaign, which generated more than 10 million worldwide views, the new video was brought to life in collaboration with long-time advertising partner Wieden+Kennedy with animation by Psyop and Sun Creature Studios and the musical score composed by Jim Dooley.

“Our goal with Only Slightly Exaggerated, both last year and this year, is to visualize the emotional experience of visiting Oregon. By using animation, we are able to capture experiences that go beyond traditional travel films, while also feeling unique to our state, said Ansel Wallenfang, creative at Wieden+Kennedy.

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