Yesterday we looked at some grand tourism ads for Wyoming. Today, let's take a peek at a tourism campaign that's more humble, at least on the surface—Wieden + Kennedy Portland's new ads for its home state of Oregon.
States spend a ton of money trying to find the perfect line that sums up their identity and everything they have to offer. Which is why W+K's new slogan for Oregon is refreshingly simple and to the point: "We like it here. You might too."
Of course, it's a more sophisticated line than it seems. It sells the state's grandeur by pretending it's the opposite—more homey than grand. A raft of 15-second spots play up this gap with wry voiceovers in which many of the state's impressive attractions—Crater Lake, Willamette Valley, Alvord Desert—are presented in "Yeah, they're OK, I guess" fashion.
The viewer will feel smart for being in on the joke, and will likely be more open to this kind of quirky pitch than your typically overwrought tourism messaging.
"Oregon is an inspiring, beautiful and geographically diverse part of the country, and we want more people to explore and enjoy it," said Eric Baldwin, creative director at W+K. "Oregonians are humble, though, so we thought it would be fun to undersell the magnificence. That's how we arrived at 'We like it here. You might too.' "
The spots will air in Portland, Seattle, San Francisco, Boise, Idaho, and Vancouver, B.C. Check out more spots below, along with the print and out-of-home work. 
CREDITS
—Video Credits
Client: Travel Oregon
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Eric Baldwin/Karl Lieberman
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producer: Felicia Glover
Production Company: Hatch
Director: Trevor Fife
Executive Producer: Adam Bagger
Line Producer: Chad Parker
Director of Photography: Trevor Fife
Editorial Company: Hatch
Post Executive Producer: Adam Bagger
Visual Effects Producer, Supervisor: Rebecca Borsman
Flame Artist: MPC
Titles, Graphics: WK Studio
Music, Sound Company: Walker
Composer: Chris Funk
EP: Sara Matarazzo
Producer: Abbey Hickman
Mix Company: Lime
Mixer: Rohan Young
—Print and Out-of-Home Credits
Client: Travel Oregon
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Eric Baldwin/Karl Lieberman
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producers: Kristin Holder, Hope Reynolds
Photographer: Clayton Cotterell
Retouchers: Lilly Archer, Greg Radich