To unite their disconnected communities while attracting visitors without alienating locals, Columbia County was looking for a cohesive brand identity. They needed assistance overcoming the mindset that prevents both residents and businesses from collaboratively thinking about tourism opportunities across the entire county.
Columbia County’s perceived weaknesses—being forgotten, underpopulated, and lacking the obvious attractions—were reframed into strengths for day-tripping “typical people” who don't want the pressure of extensive planning. By positioning the county as “a place of wander” for those seeking an unstructured breather, we created a unique value proposition that doesn't compete directly with better-funded tourism destinations.
To deliver on this strategy, we needed to create distinct regional identities (the four “Goldilocks regions”) that make the county’s scattered attractions feel more cohesive and approachable for casual wanderers. We developed messaging that genuinely embraces the county’s low-key, unstructured nature while making spontaneous day trips feel liberating rather than aimless.
When Columbia County approached State of Assembly, they faced a challenge familiar to many organizations: how to stand out despite perceived weaknesses. The county, with its 688 square miles of diverse landscape but limited recognition, seemed unremarkable alongside Oregon's more prominent destinations.
What follows is how a deliberate three-movement approach uncovered their true value and transformed their strategic position.
The process began not with assumptions but with immersion—16 hours of interviews, 360 surveys, and extensive research. This deep listening revealed something crucial: Columbia County's perceived weaknesses (sparse population, lack of singular attractions, being seen as merely a "pass-through") could become strengths when viewed through a different lens.
While competitors fought for overnight visitors and planned experiences, Columbia County discovered their opportunity lay elsewhere: with typical people seeking a breather without the burden of extensive planning.
From this insight emerged a strategic position that didn't require Columbia County to be something they weren't. They didn't need to compete for overnight stays or destination travelers. Instead, they found clarity in serving day-trippers within a two-hour radius—people who work hard not to play hard, but to rest.
The county's vast open spaces were reframed as "Goldilocks regions"—the Waterways, Riverside, Tidelands, and Timberlands—each offering distinctive value to wanderers seeking solitude. Highway 30, long considered merely a pass-through corridor, was repositioned as "the county's artery with branches that signal exploration."
This understanding shaped every aspect of their visual expression and messaging. Rather than positioning themselves against Type A personalities who meticulously plan adventures, they embraced being "a destination without designation, an unplanned casual getaway for the sake of a clear head."
Their campaign reflected this newfound clarity: "Columbia County is just a moment away. This is your place of wander."
This strategic repositioning set ambitious objectives: becoming Travel Oregon's eighth region, gaining recognition in major travel publications, and achieving 25% growth in direct travel spending over two years.
By embracing who they truly were rather than attempting to mimic competitors, Columbia County found its authentic voice and valuable position. They didn't overcome their weaknesses—they transformed them into strategic advantages.
