Every year, Oregon celebrates its diverse food and drink through the Oregon Bounty promotion. Developed in conjunction with Wieden Kennedy, Maxwell PR and Robeson Communcations this year’s promotion is Wanderfeast, a campaign and contest consisting of ten weeks of ten Oregon chefs traveling around the state and being inspired by the people and craft that make the state a great place to eat and drink.
Beyond inspiring people to travel and the functionality of finding places to eat and drink, the site provides a virtual taste of the flavors of Oregon. Aided by a new “Explore” map, it gets people to the places they want to go and then helps them find everything regarding eating and drinking in that area. Conversely, if they’re looking to satisfy a craving for craft breweries, they can easily locate all of them—both on and off the beaten path.
The navigation focuses on different interests and reasons for engagement. People who know where they’re going but not what to do can explore the state through “Regions and Cities.” For those who want to explore the state by taste, the “Places for Foodies” identifies where to find the craft breweries, wineries and artisan producers. “Oregon Food Trips” are custom-created “inspiration” trips that feature multiple locations, like a food trip around Portland or the best places to go in Central Oregon. There are also “Food-Related Events,” “Tasty Local Restaurants” and “Oregon Recipes.”
The desktop version of the site is all about research, exploration and inspiration. But when approaching the just-launched mobile version of the site, the developer rethought the goals and tasks of using site data from a location-based perspective. In the mobile version, the primary interaction goals answer the questions, “What am I looking for (tastes, restaurants, events, lodging, deals)?” and “What’s close to me?”
• The site was produced in three months; since the mobile site was built on much of the same functionality, it took only an additional three weeks to integrate it.
• For the Wanderfeast components, there are over 40 images and will be 10 videos when the promotion concludes in November.
• The site is built on a WordPress CMS, with data feeds being pulled from Travel Oregon’s custom-built central database, the Orb.
• The Flash Player is necessary to experience the photo galleries and videos on the site, but gracefully degrades to using YouTube version of video for each Wanderfeast if a browser doesn’t support Flash.
// From our friends at Communication Arts