After the success of the inaugural Staycation weekend, Reimagine Portland and the Portland Bureau of Transportation extended the idea into Portland’s first Winter Staycation—a citywide effort to bring energy downtown during the coldest months. Anchored by the Winter Light Festival and surrounded by games, theatre, concerts, dining, and local retail, the project quickly expanded into a multi-week celebration of what makes the city vibrant in winter. Creatively, I built on the mid-century, postcard-inspired look from the summer campaign, introducing a cooler, vibrant winter-ready aesthetic that reflected the glow and momentum filling downtown.
Collectibles
Getting the word out to locals was the key ingredient to success. Thousands of mailable postcards were printed and handed out, and hundreds of coasters were made to be given to participating bars and restaurants. The "book a flight" line is a good example of some of the borrowed-travel language I used throughout the campaign.
Social Engagement
We also used established social accounts and local influencers to spread the good word. I provided premade social tiles along with design assets to make people's lives easier, and maintain some brand consistency.
various Billboards were posted in strategic locations in the city, and a jumbotron ad was on display at one of the portland timbers games
This pattern is another fun bit used sparingly throughout the campaign :)
