August 16, 2007
Land of Umpqua campaign catches my eye
I was paging through my new copy of Field and Stream this afternoon when I saw a full-page ad featuring a guy standing in a stream with a fly rod in his hand. The guy is Frank Moore, who is labeled the "Ambassador for fly-fishing in the North Umpqua" river.
Oregon's North Umpqua, which is just a short drive from where I grew up, certainly is deserving of attention as it's one of the great steelhead rivers in the country. But this is the first time I've seen it featured like this in an ad campaign. This is not a rich area by any stretch, so for tourism folks in nearby Roseburg to be putting this kind of resources into an ad campaign is a pretty big deal.
It just goes to show how forward-thinking leaders in some of these tucked-away paradises are realizing that tourism can be an important part of their economy and is worth investing in.
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