BuroSix created a landmark PR project for Travel Oregon and Travel Portland: “Wie is de Mol? PR Oregon Portland” brought massive Dutch and Belgian attention to both destinations. Discover how our strategic approach made an impact.
PROJECT FOR
TRAVEL OREGON & TRAVEL PORTLAND
The challenge
Oregon is one of our favorite destinations in the world. We’ve proudly worked for Travel Portland and Travel Oregon for over fifteen years. During that time, we’ve done everything we can to inspire Dutch and Belgian travelers to explore the region. However, this hasn’t always been easy. Competing U.S. destinations often steal the spotlight with neon lights and big-name appeal. Therefore, convincing travelers to choose Oregon required a more thoughtful and authentic approach.
The solution
Because we genuinely believe Oregon is a perfect match for Dutch and Belgian audiences, we knew we had to go big. Initially, we considered traditional campaigns: out-of-home ads in busy areas, TV commercials, and large-scale print placements. However, something was missing. What truly makes a difference is when the audience already feels like they’re there. In other words, it had to be immersive.
That’s when we thought of Wie is de Mol?, one of the most popular TV shows in the Netherlands. Not only are the games entertaining, but the stunning visuals also play a crucial role in each episode’s success. Fortunately, the U.S. was already on the producers’ radar. As soon as they saw Oregon’s landscapes, they were sold. As a result, the entire 17th season of Wie is de Mol? was filmed in Oregon.
Message delivered successfully
Thanks to this collaboration, interest in Oregon among Dutch travelers grew dramatically. For example, the Netherlands rose from 11th to 5th place in Oregon’s top inbound markets—ranking just behind the U.S., Canada, Japan, and Australia. In addition, Wie is de Mol? reached an average of 3.2 million viewers per episode, making it the most-watched season in five years. Furthermore, TravelPortland.com saw a 1,291% increase in Dutch traffic. At the same time, TravelOregon.com welcomed up to 210,000 unique Dutch visitors per week. Meanwhile, Dutch and Belgian tour operators reported a 55% increase in searches for Portland compared to the previous year.
BuroSix is a PR, marketing and events agency in the Benelux. Discover more projects, learn about our services, or contact us for your own international campaign.