Visit Central Oregon
Visit Central Oregon is a client of Madden Media, that is looking to improve their marketing materials through print & web ads, website, and email marketing strategy.
Tools
Adobe Suite, Asana, Google Suite
Timeline
07/01/2025 - Present
Email Marketing Strategy
The overarching goal of the campaign was to use email as a high-performing owned channel to increase destination awareness and drive qualified visitation to Visit Central Oregon’s website.
KEY STRATEGIES
Email was the primary channel for this campaign, using a strategic content approach to reach travelers at different planning stages and boost engagement through structural and design improvements rather than increased send frequency.
TEMPLATE REDESIGN TO IMPROVE ENGAGEMENT EFFICIENCY
MAINTAIN AUDIENCE HEALTH THROUGH SEGMENTATION
CONTENT CLARITY THAT DRIVES DECISION-MAKING
ENGAGEMENT & PERFORMANCE
Visit Central Oregon’s email audience includes leisure travelers, both first-time and repeat visitors, who have engaged with destination content, trip planning resources, or tourism communications.
To evaluate impact, we compared email performance during the five months before and the five months after the template redesign. The goal was to measure not only overall clicks, but how efficiently the program converted delivered emails into meaningful website visitation.
Results showed a significant improvement in engagement efficiency:
26 website visitors per 1,000 delivered emails compared to 16 previously
65% increase in audience activation from the same email audience size
Click-to-Open Rate improved from 3% to 5% demonstrating stronger relevance and more compelling content structure
Drove a 29% increase in average engagement time in the first month alone
eTSY Award Finalist
The original cities pages were cluttered and difficult to navigate, making it hard for users to quickly find what they needed. The redesign focuses on a more streamlined, user-friendly experience with simplified content structure and improved visual hierarchy.
Using modular blocks, sliders, and reduced viewport heights, the new layout makes each section easier to scan while minimizing excessive scrolling. Clearer calls to action guide users toward key next steps, creating a more intuitive and engaging experience that better supports trip planning.
Cities Page Redesign
Before
After
METRICS & ENGAGEMENT
The development team began implementing my new design for all 12 city pages in February of 2026. The result? A significant increase in engagement and viewership across those pages.
2026 Winter Photoshoot
This winter shoot aimed to show how Central Oregon delivers three distinct but complementary winter experiences—elevated travel, cultural connection, and wellness-focused retreat. Each storyline highlights a different way visitors can unwind, explore, and spend meaningful time together.
The goal is to position Central Oregon as a place where winter travel is effortless, inviting, and tailored to how different travelers want to feel and connect.
CREATIVE DIRECTION & STORY IDEATION
I worked closely with the creative director to shape the visual direction and build the shoot deck. Together, we developed the three core storylines, defining how each experience would come to life through location, talent, and tone. This process ensured a clear and cohesive narrative across every moment captured
SHOT LIST DEVELOPMENT
I created a detailed shot list to translate each storyline into clear, actionable moments on set. This ensured alignment across scenes, talent, and locations while allowing flexibility for natural, candid captures.
PHOTOGRAPHY & EXECUTION
As the primary photographer, I led the capture of all imagery, focusing on natural, story-driven moments that reflect comfort, ease, and genuine connection. From refined resort scenes to quiet outdoor experiences and shared traditions, I created a cohesive image library that brings the campaign to life.
2026 Spring Creative
This campaign aims to translate the “Find Your Center” platform into a balanced visual system that pairs energetic adventure with moments of calm. Through intentional imagery, refined layouts, and elevated typography, the design highlights both outdoor exploration and approachable luxury, creating a cohesive and engaging experience across all touchpoints.
BANNER ADS
The banner ads draw inspiration from the curvature of the sun in the Central Oregon logo while staying true to the overall brand. The design allows the imagery to take the lead, supported by concise, engaging copy that adds context without overwhelming the visuals.
META, CAROUSEL & CLICK-TO-SITE
I designed the carousels to support intuitive, story-driven exploration, guiding users through a sequence of travel experiences from activities to lodging to local culture. Each frame builds a cohesive narrative that reflects how travelers plan, while keeping the experience visually engaging and brand-forward.
PRINT ADS
I designed the print ads to deliver a slower, more immersive brand moment that resonates with luxury travelers in a focused, high-attention environment. Created for premium publications, the layouts elevate perception through refined typography, intentional composition, and aspirational imagery that reinforces Visit Central Oregon’s positioning. These placements extend the campaign into a tactile space, building trust and credibility while complementing digital touchpoints.
