The campaign delivered strong results in 2024, generating an $863 return on ad spend and more than $13.9 million in estimated destination impact. Over 4,300 room nights were booked directly through campaign efforts, helping shift perception from pass-through to place to stay. Website traffic doubled, reinforcing growing awareness and engagement. The rebrand also earned a MarCom Gold Award for creative excellence.
Today, our partnership with Explore Wilsonville continues — evolving the brand, refining the strategy and finding new ways to invite people in. Because the best destinations aren’t just visited once. They’re returned to.
Explore Wilsonville
In the Heart of It All
Can You Picture It?
Wilsonville has always been in a good spot, nestled between Portland and Oregon wine country, but it wasn’t always seen as a destination in its own right. As the Agency of Record for Explore Wilsonville, JayRay helped shift that story. Through a full rebrand, integrated marketing strategy and ongoing campaign work, we’ve helped turn “on the way” into worth the stay.
GUIDING THOUGHT
In Oregon, the best places don’t shout — they invite. When a destination sits between bigger names, the opportunity isn’t to compete louder, but to feel more personal, more discoverable, more real. By leaning into Wilsonville’s sense of connection and ease, we positioned it as a place to slow down, settle in and explore what’s nearby and what’s right in front of you.
A Brand That Feels Like Home
We led a full destination rebrand, introducing a new logo, visual identity and the tagline “In the Heart of it All” — a nod to Wilsonville’s central location and welcoming, down-to-earth spirit. The brand was built to feel approachable, connected and distinctly Oregon.
From there, we developed a new website and seasonal marketing strategy that brings the brand to life across channels, including PR, blog content, social media, digital itineraries, geolocation campaigns and a visitor brochure distributed at Oregon Welcome Centers and PDX. Even rest stop posters and well-placed water bottles play a role. It all adds up to a presence that feels consistent, useful and just the right amount of unexpected.
Stories That Travel Well
To capture Wilsonville at its best, we created a content library that goes the distance. Partnering with local businesses and attractions, we produced a series of 30-second and short-form videos, along with a robust image library featuring more than 15 hidden gems across two counties.
We also invited influencers to experience Wilsonville firsthand, sharing their stays, meals and moments with engaged audiences. Campaigns were timed to support winter and spring shoulder seasons, using targeted media and storytelling to inspire overnight stays when the region is a little quieter — and arguably, a little more magical.
Results: Staying Power
863
Dollar Return for Every $1 Spent
