Oregon, We Love Dreamers (Oregon slogan)

“Oregon, We Love Dreamers” is the Oregon slogan that the Oregon Tourism Commission introduced in December 2003 to replace the previous slogan (since 1988), “Oregon, Things Look DIfferent Here.” The Portland advertising firm of Wieden+Kennedy was paid $425,000 for the slogan.
 
The “Oregon, We Love Dreamers” slogan had a mixed critical reception upon its introduction.
 
   
Portland (OR) Business Journal
State dreams up a new slogan
Portland Business Journal by Robert Goldfield
Date: Monday, December 1, 2003, 2:28pm PST - Last Modified: Monday, December 1, 2003, 2:29pm PST
Advisers to Gov. Ted Kulongoski have dreamed up new marketing campaigns for the state, built around the slogan “Oregon. We love dreamers.”
 
Officials unveiled the slogan and some initial marketing material in Portland Monday, at Leadership Summit 2003, an economic development conference. The slogan is a unifying theme intended for use in branding campaigns touting subjects as varied as tourism, business recruitment and university research
 
Google News Archive
5 December 2003, The Register-Guard (Eugene, OR), editorial, pg. A18, col. 1:
Dreaming of Oregon
State’s new slogan an improvement
Oregon has a new slogan, unveiled earlier this week at a second annual summit of state business leaders: “Oregon. We love dreamers.” Slogans, by their nature, invite ridicule, but it must be conceded that the new catchphrase is better than the one it replaces: “Oregon. Things look different here.”
   
Google News Archive
17 December 2003, Heppner (OR) Gazette-Times, “Off the Wall” by Merlyn Robinson, pg. 8, col. 2:
The new advertising logo for this state is “Oregon: We Love Dreamers.” How inspiring. The advertising agency people must have brainstormed overtime to come up with such creativity. The slogan suggests that everyone should prop up their feet and just dream about making things better. Using both brains and muscles it is the movers and shakers who generate business growth.
 
Portland (OR) Tribune
Wake up! This expression is a nightmare
Two views • Oregon has a new state motto ‘Oregon. We Love Dreamers’ and a high profile ad campaign to go with it; will out-of-staters feel the love?
By Lane Browning
The Portland Tribune, Dec 19, 2003, Updated Oct 30, 2009
No, no, no! Get the Wite-Out! Cue the erasers! Pull it, snuff it, cancel it before it’s engraved on any bus bench, Segway or billboard!
 
This is our new state slogan? This is what the geniuses at Wieden & Kennedy brought forth after hours of caffeine-juiced rumination? This low-carb pabulum, this “slogan lite”? This is the statement we want to make about ourselves?
 
“We Love Dreamers”? Why not “We Love Beemers”? Did the Lexus lobbyists stage a pre-emptive sit-in on their leather seats? Or why not “We Love Schemers”? Or “We Love Redeemers”?
 
“Things Look Different Here” had a lot more going for it than this dream-speak bumper-sticker drivel, which barely improves upon “She Flies With Her Own Wings,” that oblique tripe that served as state motto for more than a hundred years and was recycled 16 years ago.
 
I understand that half a million bucks is gushing into promotion of the new slogan. But I can’t make sense of a single syllable.
 
2 January 2004, Statesman-Journal (Salem, OR), “Identify Bonus Legislators,” pg. C8:
Ted Kulongoski has now spent a reported $425,000 (tax dollars) to develop and promote a new state motto: “Oregon. We Love Dreamers.” That’s $425,000 that could’ve been used to fund schools, state police and senior services.
 
New York (NY) Times
THE MEDIA BUSINESS: ADVERTISING; Two states hire agencies to establish a broad brand identity for them.
By Stuart Elliott
Published: June 09, 2004
(...)
Oregon recently introduced its campaign, from Wieden & Kennedy, which carries the theme ‘‘Oregon. We love dreamers.’‘
(...)
Representatives of Oregon and Kentucky, and the agencies working for them, acknowledged that they faced challenges. For instance, said Debby Kennedy, director for the Brand Oregon Initiative for that state (and no relation to the agency), she and Wieden & Kennedy decided in the first year to focus on three areas: agriculture, business recruitment and tourism. If they could be combined under the Brand Oregon banner, she said, ‘‘it would be a great achievement.’‘
 
OregonLive.com
Sequential identities
The process of branding Oregon that shapes and updates its image over the years continues as the state celebrates its sesquicentennial
Saturday, February 14, 2009
LAURA OPPENHEIMER
The Oregonian Staff
(...)
It begins with a slogan. Oregon has marketed itself as a “Pacific Wonderland” where “You’re More Than Welcome” and “Things Look Different Here.” In 2003, the team debuted “Oregon, We Love Dreamers.”
 
(Trademark)
Word Mark OREGON. WE LOVE DREAMERS.
Goods and Services IC 016. US 002 005 022 023 029 037 038 050. G & S: Travel magazine on tourism information for the State of Oregon; Guides on travel and tourism information for the State of Oregon. FIRST USE: 20040602. FIRST USE IN COMMERCE: 20040602
IC 035. US 100 101 102. G & S: Providing tourism marketing services relating to the State of Oregon and promoting tourism, travel, and business in the State of Oregon. FIRST USE: 20031201. FIRST USE IN COMMERCE: 20040200
IC 039. US 100 105. G & S: Providing a website on travel and tourism information relating to the State of Oregon. FIRST USE: 20040316. FIRST USE IN COMMERCE: 20040316
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 78384949
Filing Date March 16, 2004
Current Basis 1A
Original Filing Basis 1A;1B
Published for Opposition March 15, 2005
Registration Number 3107706
Registration Date June 20, 2006
Owner (REGISTRANT) State of Oregon, acting by and through its Oregon Tourism Commission STATE AGENCY UNITED STATES 670 Hawthorne Ave SE Suite 240 Salem OREGON 97301
Attorney of Record Stephanie A. Thompson
Type of Mark TRADEMARK. SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
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