TSOC’s Spring Brand Campaign, an idea that originated from stakeholder brainstorming at the 2025 TSOC Marketing Committee Workshop, featured paid stories, carousels, and video on Meta platforms in partnership with Oregon's Adventure Coast. Tapping into the insight that consumers feel fatigued by the turbulent world we’re living in, the five-week campaign positioned the South Coast as a respite from the chaos, encouraging viewers to come “Take Care of Yourself on the Southern Oregon Coast.”

From forest bathing to art and writing workshops, to quiet beach walks and romantic getaways, the campaign highlighted experiences all along the South Coast that encourage wellness, inspiration, reconnection, and creativity, and promoted spring into early summer as the perfect time to visit.

TSOC’s integrated approach ensured all channels fired with the same message, including a custom themed itinerary published in our enews and website. (See "Take Care of Yourself on the South Coast This Spring.")

The $17,000 campaign targeted Gen X and Millennial travelers along the I-5 corridor from Portland to Sacramento, inland to Bend, and on Highway 101 in Northern California. It resulted in 2 million impressions and a 5.78% click-through rate, far exceeding the 1.78% industry average, with audiences in Eugene, Corvallis, and Salem showing the highest engagement.

As part of our Spring Wellness Brand Campaign, we partnered with Oregon's Adventure Coast and Portland-based ad agency Modify Content to bring professional longboard surfer Cam Richards to the South Coast. Flying in from sunny Florida, the spontaneous bike-and-surf trip he took with his partner, Sophie Turner, was featured in a national Surfer magazine article titled "From Oregon with Love."

Trading comfort and convenience for cold-water sessions, stormy roads, and deeper connection, they biked and explored the South Coast, finding moments of warmth in cabin campfires, yurts, local meals, bowling alleys, arcades, and a treehouse stay near a waterfall. The trip’s challenges, including sideways rain, thick wetsuits, rough seas, seal and sea lion encounters, and exposed coastal roads, become part of its appeal, revealing Oregon’s raw beauty at a slower, more immersive pace.

TSOC joined the Oregon Coast Visitors Association, City of Reedsport, Bandon Dunes Charitable Foundation, and Reedsport Main Street to celebrate the installation of four EV chargers in Old Town Reedsport and to honor the important role Reedsport plays in the South Coast’s EV-friendly future.

The new chargers are an invitation for EV travelers to stop, explore, and feel welcome. While their vehicles charge, visitors can discover something new, support local businesses, and contribute to the strength of the South Coast visitor economy.

This project reflects the kind of sustainable tourism we believe in at TSOC, tourism that supports local communities, encourages thoughtful travel, and helps prepare our region for the future. It is not just about charging vehicles. It is about investing in places, supporting cleaner travel options, and making it easier for visitors to experience the Southern Oregon Coast in a responsible and convenient way.

Just in time for the busy spring and summer travel season, the Oregon Department of Transportation (ODOT) has released a redesigned Oregon Coast Bicycle Route map. This is the first major update in a decade, and a reminder of a 40-year-old law (the first of its kind in the nation) that requires road projects to accommodate bicyclists and pedestrians, and designates at least 1% of highway funds for this infrastructure.

One of the most popular long-distance cycling routes in the United States, the Oregon Coast Bicycle Route attracts visitors from around the world. The new map offers route guidance, tourism information, and travel resources for navigating the coast, where cell service can be unreliable.

To get a free copy, join ODOT on June 11, at 12:30 PM, for the 55th anniversary of the "Bike Bill" at the Oregon State Capitol State Park in Salem. Oregon residents can also pre-order a map by emailing their mailing address to pedbikepublications@odot.oregon.gov.

ODOT also launched a public awareness campaign for drivers and cyclists to coincide with the map's release and National Bicycle Safety Month in May. The campaign's key message is that bikes may use the full lane. It reminds drivers to slow down, be patient, and give cyclists extra space. Contact ODOT for free educational materials that promote safe biking.

30% of the transient lodging tax Travel Oregon collects is reinvested directly back into communities across the state through a Competitive Grants Program and a Regional Cooperative Tourism Program. Together, these programs fund projects that not only improve the visitor experience, but also create parks and trails, entertainment venues, museums, and more that Oregonians enjoy every day.

In 2025, these investments paved the way for Oregon to become the first state to achieve "Accessibility Verified" status with Wheel the World, earning Travel Oregon a Global Visionary Award from Travel + Leisure magazine, and improving the quality of trips and everyday life for visitors with disabilities and Oregonians alike.

Information provided by Travel Oregon