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TRAVEL & TOURISM

A Literary Treasure Hunt To Drive Portland Visitation

We brought Portland’s rich literary culture to life through a nationwide Little Free Library treasure hunt, amplified by media and influencer storytelling.

Overview

To tap Portland’s deep literary culture and reinforce its position as America’s Literary Capital, Travel Portland launched “Golden Bookmark” to Portland—a nationwide Little Free Library treasure hunt built to turn book lovers into future visitors.

Our Approach

We built an earned and creator program rooted in Portland’s literary identity. Media outreach spotlighted the city’s book culture, while five hyper-local creators showcased Portland through book-themed itineraries and clear calls to action. Partnerships with Little Free Library, Alaska Airlines, and Secret Media expanded reach and credibility.

Results

The campaign exceeded benchmarks and reinforced Portland’s literary positioning. Earned media secured 19 placements and 124.7 million impressions, including coverage in Ad Age and San Francisco Gate. Influencer content delivered more than 705,000 video views, and nearly half of coverage explicitly named Portland America’s Literary Capital.

124.7M Earned Impressions

19 Earned Placements

705K Influencer Video Views

4.8K Social Engagements

New Orleans & Company

We tapped influencers to show the world that New Orleans is much more than beads and Bourbon Street.

View Project

Destination Canada SnOOOw Days

Praytell and Destination Canada helped stressed-out Americans disconnect from work and reconnect with their inner child, inspiring them to rediscover winter’s magic.