In February 2020, flooding severely impacted parts of Umatilla County, in areas including Milton-Freewater, Echo, Pendleton, and parts Hermiston and Stanfield. The flooding impacted the I-84 corridor and travel to these areas.
EOVA partnered with Travel Oregon, Umatilla County Tourism, and local partners on an opportunity to create a responsive marketing program to increase awareness for the area and to inspire travel for Umatilla County lodging and experiences.
The goal of the co-op program was to push the drive market and inspire travel and overnight visits, as well as introduce consumers to new experiences in Umatilla County and surrounding areas. Partnering with the Eastern Oregon Visitors Association, the marketing program invites the consumer to “choose their adventure,” highlighting the variety of experiences – from agritourism to outdoor to history and culture.
The marketing initiatives will link back to an article/landing page on VisitEasternOregon.com to experience more–this will also allow EOVA to track performance and provide metrics post-campaign.
The launch of the co-op program was delayed due to COVID-19 and related travel restrictions impacting marketing and travel.