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Newport, Oregon Gets New Branding Makeover |
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Covering 180 miles of Oregon coast travel: Astoria, Seaside, Cannon Beach, Manzanita, Nehalem, Wheeler, Rockaway, Garibaldi, Tillamook, Oceanside, Pacific City, Lincoln City, Depoe Bay, Newport, Waldport, Yachats & Florence.
02/12/08
Secrets of the Season |
Newport, Oregon Gets New Branding Makeover
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| Beneath Yaquina Head: these beaches purportedly have a high magnetic content |
(Newport, Oregon) - The central Oregon coast resort town of Newport has a new image - at least in the marketing sense.
Portland advertising firm Grady Britton has taken the helm on the city's revamp in branding and tourism promotion, both around the state and eventually beyond that. Utilizing a realism kind of approach to the town, the firm is helping it to tout itself by simply being itself.
Account executive Lindsay Magnuson said Grady Britton began with the town’s official tourism website, www.discovernewport.net, and then a run of media advertising around the state.
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| Newport's Nye Beach district |
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But first, they had to sit down and look at how to build Newport’s brand as an experience and destination for a family vacation on the Oregon coast.
“We looked at its positioning as a destination in the state,” Magnuson said. “We went for the authenticity of Newport, the realness of the town. It’s a working town with the bayfront. This is a place with a rich maritime history. There’s the science aspect, with the Hatfield and the Oregon Coast Aquarium. There’s Nye Beach. There’s two lighthouses. So we looked at these angles and how to make this compelling.”
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| Examples of the new logos on Newport's website, DiscoverNewport.com |
The answer lay in developing a brand based on that authentic experience. The beginning of the new brand was to divide the town into four districts: the “Deco” district (referring to downtown and the Yaquina Bay Bridge), Nye Beach, the Bayfront and the South Beach area.
First up was the city’s website, portraying those four districts with four distinct logos, as well as a primary logo for Newport that features a crab – because of its trademarking the phrase “Dungeness Crab Capital of the World.”
“Each logo features some different icon, but they all look similar to each other,” Magnuson said.
On the site, she said they’ve been going to great lengths to dig up details about the city that are overlooked.
“We wanted to find all the things that might be buried,” Magnuson said. “We want them to have the knowledge that here they can go to a working bayfront, and see a forklift and see crabbing boats. You might see people pulling fish out of the water. It’s a lively, vibrant community where you can experience marine life. Then there’s the angle of Nye Beach, with its charm, its arts scene and its history.
“We created a package that put everything together. There’s the message that this isn’t a Disney set. It’s an organic, real community.”
Lincoln City Vacation Homes Something for everyone: smaller homes with a view to a large house that sleeps 15. All are either oceanfront or just a few steps away – all with a low bank access and fantastic views. Most are in the Nelscott area; one is close to the casino. You’ll find a variety of goodies: fireplaces, multiple bedrooms, dishwashers, Jacuzzis, washer/dryers, hot tubs, cable TV, VCR, barbecues; there’s a loft in one, and another sprawling home has two apartments. Pets allowed in some homes – ask first. Each comes with complete kitchens. Most have seventh night free. Prices range from winter $85 to summer $230 per night. www.getaway2thecoast.com. 541-994-8778. |
Then comes the broadcasting of this new image and these ideas to media all over the state, at least for this year. TV spots are going up on Comcast Cable channels, animated banners on OregonLive.com and on KGW.com, among other outlets. This will continue through around June 30, until the next budget year starts and then markets outside of the state may start getting the message.
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| Newport's bayfront district is always hopping |
Magnuson said they started on all this re-branding by looking at a target audience - mothers.
“How could we better speak to our audience, which is moms with kids,” Magnuson said. “She is often in the upper income brackets, educated and they are really the ones who are the main planners for weekend Oregon coast getaways. They want their families to have fun, enriching experiences, activities that they all can enjoy together. Newport is rich in those experiences.”
Magnuson wanted to utilize a word-of-mouth approach as well by appealing to this group. Studies show they often spend about an hour online each day, and they will often discuss their finds with their peers – other moms.
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| Placid moment in Nye Beach |
The website also features a place where visitors can sign up for newsletters.
Another key is to not whitewash the Oregon coast experience – to keep it completely real, no matter how stormy things can get. In fact, those storms are something you want to promote.
Magnuson said she grew up in Oregon, and another colleague grew up on the coast, so they knew what Oregonians did when planning trips, whatever the weather.
“We both agreed that this isn’t southern California,” Magnuson said. “We knew that as Oregonians, if you planned to go to the beach, you just went. You didn’t cancel a trip because of the weather.”
Grady Britton has been working with the Destination Newport Committee on all this, and their efforts have been funded by the transient room tax in Newport.
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A1 Beach Rentals, Lincoln City. Perfect for large family vacations all the way down to a getaway lodging for two - with over 25 vacation rental homes to choose from. A breathtaking collection of craftsman or traditional beachfront homes, or oceanview houses – from one to seven bedrooms. In various areas of Lincoln City and overlooking the beach, with some in Depoe Bay. All kinds of amenities are available, like hot tubs, decks, BBQ, rock fireplaces, beamed ceilings and more. Some are new, some are historic charmers. Lincoln City, Oregon. 1-(503)-232-5984. www.a1beachrentals.com. |
Inn At Spanish Head, Lincoln City. Lincoln City’s only resort hotel built right on the beach with all oceanfront rooms - nestled against a rugged cliffside overlooking a soft, sandy beach. Dine in penthouse restaurant and bar, for casual meal or candlelight dinner. An array of seafood specialties, juicy steaks and other Northwest favorites, including decadent Sunday buffet. Rooms range from bedrooms to studios to 1-bedroom suites with microwaves and refrigerators to full kitchens. Also, wi-fi, spa, saunas, exercise room and year-round heated swimming pool. Kids will love the game room and easy beach access. Full-service conference/meeting rooms for that inspirational retreat; extensive wedding possibilities. 4009 SW Highway 101, Lincoln City. 1-800-452-8127 or 541-996-2161. www.spanishhead.com |
D Sands Condominium Motel, Lincoln City. Free, fresh baked cookie upon check-in is just the start. All rooms beachfront and up against Lincoln City's most famous stretch of beach: the D River. Each room comes as a suite or mini-suite, and has a kitchen and balcony or patio. Some w/ gas fireplaces, while all have a DVD Players; movies to rent come with free popcorn. Heated indoor pool, a spa, and this fabulous beach is lit at night. Rooms sleep from two, four to six - including a deluxe fireplace suite. Gift certificates orspecial occasion packages. www.dsandsmotel.com. 171 S.W. Highway 101. 800-527-3925. |
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Tradewinds Motel, Rockaway Beach. All rooms are immaculate and have TV’s, VCR’s and in-room phones w/ data ports. Oceanfronts have queen bed, a double hide-a-bed, kitchen, cozy firelog fireplace and private deck. Both types sleep up to four people. Others are appointed for a two-person romantic getaway, yet still perfect for those on a budget. Elaborate oceanfront Jacuzzi suite has two bedrooms, kitchen, double hide-a-bed, fireplace and private deck, sleeping as many as six. For family reunions or large gatherings such as weddings, some rooms can connect to create two-room and three-room suites. Some rooms pet friendly. 523 N. Pacific St., Rockaway Beach. (503) 355-2112 - 1-800-824-0938. www.tradewinds-motel.com |
 Inn
at Cannon Beach. Beautifully wooded natural setting at quiet south
end of Cannon Beach. Great during winter storms with a new book by
the fireplace – or when the sun is out for family fun and beach
strolling. Handsome beach cottage-style architecture. Lush flowering
gardens and naturalized courtyard pond. Warm, inviting guest rooms.
Continental buffet breakfast. Warm Cookies. Family and Pet Friendly.
Welcome gifts. Smoke-free. Complimentary Wireless Connectivity. Wine
and book signing events. 800-321-6304 or 503-436-9085. Hemlock At
Surfcrest, Cannon Beach, Oregon. www.atcannonbeach.com. |
The Ocean Lodge. There will not be another property built like this in Cannon Beach in our lifetimes. Rare, premiere ocean front location; handsome, dramatic architecture and tasteful, fun (nostalgic) beach interiors. Overlooks Haystack Rock. 100 percent smoke free. Imaginative special occasion packages. Massive wood burning lobby fireplace. Library w/ fireplace, stocked with impressive book collection. Pet and family friendly. Lavish continental buffet breakfast. In-room fireplaces, mini-kitchens. Jacuzzi tubs in select rooms. DVD players, complimentary movies. Morning paper. Warm cookies. 888-777-4047. 503-436-2241. 2864 Pacific Street. Cannon Beach, Oregon. www.theoceanlodge.com |
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