Travel Oregon: The Game

Objective

Travel Oregon sought to boost winter tourism and inspire trip planning during the typically slower travel season. The campaign commemorated the 175th anniversary of the Oregon Trail historical journey by creating an interactive game that educated players about contemporary Oregon destinations and winter activities. The objective was to provide an engaging, entertaining experience that would motivate people to explore the state and discover winter-specific attractions and experiences.

Solution

Travel Oregon partnered with Wieden + Kennedy to develop an interactive web-based game that paid homage to the classic 1980s Oregon Trail computer game while incorporating modern elements. Players selected avatars from occupations like fly-fishing guides, yoga instructors, or winemakers, then navigated through seven Oregon regions (Eastern, Southern, Portland, Coast, Mt. Hood/Gorge, Willamette Valley, and Central Oregon) via a looping path. The game featured updated mechanics including station wagons instead of oxen, a digital store selling contemporary items like artisanal coffee and phone chargers, and activities such as wine tasting and cross-country skiing. Deaths were humorous and shareable, including food comas and wet socks with personalized tombstone graphics. The experience included a nostalgic cassette tape soundtrack and was licensed by Houghton Mifflin Harcourt for authenticity. The game was hosted at traveloregon.com/thegame and ran from October 26 to December 16, 2017.

Results

The game attracted half a million players within a few months of launch and garnered national media attention. Digital advertising and social media amplified engagement and inspired travel planning.