Case Study: Travel Portland boosts year-round tourism with Lamar Advertising Company’s localized OOH Zine campaign

Travel Portland - Customer Case Study

Travel Portland partnered with **Lamar Advertising Company** to tackle the challenge of convincing residents in nearby markets that Portland is a great year-round destination, not just a summer travel spot. The campaign needed to be highly localized, budget-conscious, and capable of distributing unique mini-guidebooks in four key Northwest markets during the quieter winter months.

**Lamar Advertising Company** helped launch a hyper-local OOH campaign using handpainted murals and custom “Zine Boxes” to distribute Portland Zines through high-traffic, permission-based locations in Eugene, Seattle, Bend, and Vancouver. The effort delivered roughly 17,000 printed zines across four markets, with 93% of permission-based inventory distributed and 80% of total inventory reaching key markets, helping generate strong engagement for popular zines like Donutocopalyse and Things to Do in the Rain.

Travel Portland