NEAR & DEAR

Explore Tualatin Valley

The Challenge

Tualatin Valley existed in proximity to Portland — but not in perception.

Despite offering a robust mix of outdoor recreation, local makers, and food culture, the destination was often viewed as a pass-through rather than a place to stay, explore, or engage.

To drive visitation among younger, experience-driven travelers, the brand needed to evolve beyond traditional tourism marketing and show up in culture the way modern travelers actually discover places:
through social

The Insight

Today’s travelers don’t search for destinations — they follow people who live there.
Gen Z and millennial audiences are more likely to trust:

  • a ceramicist’s studio tour

  • a trail runner’s morning route

  • a chef’s prep routine

than a polished highlight reel of scenic overlooks.
Travel inspiration now lives inside everyday behavior.

The Strategy & Idea

Position Tualatin Valley not as a destination to visit — but as a lifestyle to participate in.

We shifted the social narrative from place-based promotion to people-based storytelling by developing a creator-led content system designed to highlight:

  • local routines

  • creative practices

  • movement-based activities

  • small business ecosystems

  • moments of craft and making

This approach reframed the Valley as a space where culture is actively built — not just consumed.

The Execution

Content focused on lived-in moments — from early morning trail runs to behind-the-scenes studio time — allowing audiences to imagine themselves inside the rhythm of the Valley rather than observing it from afar.

My Role:

Led creative strategy and social storytelling for the campaign — translating audience insight into a creator-led content framework that highlighted the Valley through the people who shape it. From concept development, to art direction to narrative direction, and execution across social-first content designed to showcase local makers, outdoor culture, and everyday lifestyle moments.

The Role Of Social:

Social became the primary discovery engine for the campaign — designed not only to inspire travel, but to:

  • validate local credibility

  • surface niche communities

  • build repeat engagement

  • drive saves and shares through routine-based storytelling

The Result:

Tualatin Valley moved from a geographic waypoint to a culturally relevant environment — earning engagement from audiences seeking creativity, movement, and slower-paced lifestyle experiences outside of major metro centers.