Reclaiming the Washington Side: How Pacific Northwest Marketing Created a One-of-a-Kind Visitor Guide Ad for the Columbia River Gorge

When people think of the Columbia River Gorge, one name often comes to mind first: Hood River.

And that’s no accident.

Travel Oregon has long invested heavily in promoting the Oregon side of the Gorge as one of Oregon’s 7 Wonders. With larger budgets and broader campaigns, the perception has become clear and consistent: the Gorge equals Hood River.

But anyone who knows the Washington side, from White Salmon to Bingen, from Dog Mountain to Coyote Wall Recreation Area, knows that story is incomplete.

At Pacific Northwest Marketing, we set out to change that narrative.

The Strategy Behind a Single Page

At first glance, this illustrated ad, created for the Washington State Visitor Guide, looks playful, artistic, and inviting. A charming map. Outdoor icons. Wine glasses. Wildflowers. A river winding through it all.

But make no mistake: this wasn’t just an illustration.

It was strategy.

The objective was clear:

Reposition the Washington side of the Gorge in travelers’ minds
Visually anchor key towns like White Salmon and Bingen
Highlight outdoor recreation, wine, agritourism, and small-town charm
Compete visually and emotionally with a much larger tourism machine

Shifting Perception Through Design

Many travelers don’t realize that the Washington side offers:

World-class wind sports and whitewater
Iconic hikes in the Gifford Pinchot National Forest and Columbia River Gorge National Scenic Area
Access to both Mount Adams and Mount Hood
Boutique wineries and a thriving wine scene
Farm-to-table dining
Fewer crowds and more space

The strategy behind this ad was to visually overwhelm the old perception.

Rather than using a standard scenic photograph, another sunset, another waterfall, we directed the illustrator to create something entirely one-of-a-kind. A keepsake. Something readers would pause on.

“We didn’t want another pretty photo,” says Julie Burgmeier, Owner of Pacific Northwest Marketing. “We wanted a piece people would study. Something they’d keep. Something that made them realize, ‘Wait, there’s a whole other side of the Gorge.’”

Why Illustration Worked

Photography captures a moment.

Illustration tells a story.

With this single-page layout, we were able to:

Showcase multiple recreation types simultaneously (rafting, hiking, biking, windsports)
Feature specific landmarks like Husum Falls, Dog Mountain, and Coyote Wall Recreational Area
Highlight wine, agriculture, and local flavor
Anchor White Salmon and Bingen as central hubs
Reinforce Washington State identity visually

The winding river through the center isn’t accidental. It subtly communicates geography and reinforces that the Washington side isn’t “across the river”, it’s integral to the Gorge experience.

The tagline, “Stay Central. Explore The Gorge.” reinforces positioning. White Salmon and Bingen are not secondary destinations. They are strategic home bases.

Competing Without a Bigger Budget

Travel Oregon operates with a significantly larger budget than Washington State Tourism’s budget. Travel Oregon receives funding from a statewide transient lodging tax and reports an annual operating budget of around $44 million. In contrast, Washington State Tourism operates on a much smaller annual budget, estimated at $5.9 million.

That meant every inch of space in the Washington State Visitor Guide had to work harder.

This ad wasn’t just about beauty, it was about economic development.

Tourism dollars drive:

Local lodging
Restaurants
Wineries
Outdoor outfitters
Small businesses

If travelers never look north of the river, those businesses lose.

“We knew we couldn’t rely on name recognition,” Burgmeier explains. “So we built visual recognition. If people remember the illustration, they remember the Washington side.”

One Page. Multiple Audiences.

Another layer of strategy: the ad had to speak to multiple traveler types at once:

The Portland weekend adventurer
The Seattle road-tripper
The wine enthusiast
The hiking family
The van-life explorer
The luxury traveler seeking boutique experiences

Instead of narrowing the message, we expanded the visual narrative while keeping the call to action clear.

Plan your trip. Stay central. Explore more.

The Result

A distinctive, keepsake-style illustrated map that:

Stands out in a sea of scenic photography
Elevates Washington’s identity in the Gorge
Highlights White Salmon and Bingen as destination anchors
Reinforces outdoor recreation, wine, and natural beauty
Competes strategically against larger tourism budgets

This is what strategic marketing looks like.

Not louder.

Smarter.

At Pacific Northwest Marketing, we don’t just create ads. We shape perception. We build economic momentum. And sometimes, we redraw the map.

If your destination or business needs to stand out in a crowded marketplace, we’d love to help you tell your story—strategically, creatively, and unmistakably.