SEPTEMBER 2025 - DECEMBER 2025
COZY SEASON RETURNS
Explore Tualatin Valley’s Cozy Season campaign returned for its second year in 2025. Empowered by the learning from the first year, 2025’s Cozy Season ran for three months, versus five months in the previous year.
The campaign, with an overall investment exceeding $465,000 (from October through December) aimed to inspire excitement for the arrival of cooler weather and holiday festivities and encouraged visitors to embrace cozy outdoor adventures, enjoy a glass of Pinot, or relax by the fire with a warm beverage from a local roaster. By continuing to focus on iconic, heartwarming experiences that resonate deeply with the audience, Tualatin Valley sought to become the go-to destination for fall and winter experiences.
New this year, ETV launched its Cozy Season Mobile Passport, a seasonal guide to experiences and events that was updated regularly throughout the run of the campaign to showcase the ever-changing offerings as the seasons change.
PAID ADVERTISING
Explore Tualatin Valley supported Cozy Season with a robust advertising campaign that included print, digital, broadcast, social media and out-of-home advertising. Advertisements ran from October 1 through December 31.
PRINT ADVERTISING
Ad placements in key regional magazines and lifestyle publications effectively promoted Tualatin Valley’s Cozy Season to an engaged audience interested in travel, local events and seasonal experiences. These placements highlighted the region’s cozy offerings, positioning Tualatin Valley as the perfect fall and winter destination for readers seeking unique, comfortable getaways.
• 1859
• 1889
• 425 Magazine
• Northwest Travel + Life
• Oregon Wine Press
• Portland Monthly
• Seattle Met
• Wine Spectator
OUT-OF-HOME ADVERTISING
Cozy Season was amplified throughout the region, delivering more than 41 million impressions!
• 13 Digital billboards in the Portland Metro Region, including a Portland Streetcar Wrap
• 2 Digital billboards in the Seattle Metro Region
• 3 Kiosk Ads in Washington Square Mall
DELIVERING OVER 41 MILLION CAMPAIGN IMPRESSIONS!
PAID PARTNERSHIPS
PORTLAND WINTERHAWKS
For the second year, ETV partnered with the Portland Winterhawks hockey team to promote Cozy Season, as well as to highlight Tualatin Valley’s wineries.
The overall promotion, which started in October (and runs through March) included:
• Live reads during homegames
• In-arena signage
• Digital advertising
• Social media posts
• Video (in-arena)
• E-blasts to their mailing lists
• Giveaways during home games
• VIP Wine Experience*
- Participating wineries: Dauntless Wine Co., Cooper Mountain Vineyards, David Hill Winery
- 7 total VIP wine tastings, November and December
- Each winery included in a Winterhawks eBlast with a winery offer to ticketholders
* The VIP Wine Experience runs through end of March
PAID PARTNERSHIPS
(CONT.)
iHEART RADIO
ETV also partnered with iHeart Radio to promote Cozy Season via 15- and 30-second spots, which ran from October 1-December 22.
• Portland: K103 - “The Christmas Station”
• Seattle: Sports Radio KJR 93.3
K103 DJ Stacey Lynn, our ambassador in residence, guided audiences through the warm, welcoming experiences that define the Tualatin Valley’s most comforting season. From October through December, Stacey put the spotlight on the region’s boutique inns, festive events, and hidden gems, inviting travelers to slow down and savor the magic of Cozy Season. Her storytelling spanned audio channels and social media to inspiring overnight visits and longer stays.
Key promotions with K103 also included the “12 Days of Christmas” Gift Card Giveaway, coordinated with Washington Square to reward 12 listeners with gift cards to shops within Washington Square. Stacey Lynn also enthusiastically promoted the arrival of Hipster Santa to Washington Square and even made her own visit to see him.
Stacey teamed up with DJ Ashley Ryan, a Seattle-based travel ambassador, to amplify the valley’s appeal during Cozy Season and to extend messaging to encourage visits from holiday travelers. Together, they promoted can’t-miss seasonal happenings like tree lightings, winter wine tastings and the Tualatin Valley’s tax-free shopping at destinations such as Washington Square and Bridgeport Village. Ashley visited the area from Seattle for a “Shop & Stay” itinerary, featuring a boutique hotel, visits to Alloro Vineyards and Hawks View Winery, and insider tips for gifting with purpose from the shops at Bridgeport Village.
With Stacey’s immersive storytelling and Ashley’s travel-savvy influence, a stay in the Tualatin Valley was promoted as the ultimate destination for comfort, connection and holiday cheer.
DIGITAL ADVERTISING
ETV was strategic with its digital display advertising, focusing on key channels reaching audiences in the Portland and Seattle areas that helped attract a targeted audience, boosting engagement and driving traffic to Tualatin Valley’s online platforms, where visitors could explore the campaign further and plan their cozy experiences.
Combined, the campaign received a total of 23,920 clicks, 5,041 visits to the Cozy Season page on tualatinvalley.org, and 499 conversions, meaning visitors to the site did some kind of action beyond the Cozy Season landing page. This engagement was driven by ad placements with Here is Oregon / OregonLive, iHeart Media, and Northwest Travel + Life.
HERE IS OREGON/ OREGONIAN MEDIA
GROUP:
• Clicks: 18,515
• Site visits: 3,464
• Conversions: 420
NORTHWEST
TRAVEL + LIFE:
• Clicks: 380
• Site visits: 297
• Conversions: 76
PAID SEARCH ADS
Paid search ads for Cozy Season effectively targeted users searching for fall and winter travel experiences, driving traffic to the landing page. These ads captured the attention of potential visitors actively seeking cozy getaways, helping to position the region as the ultimate seasonal destination. Both search campaigns garnered a total of 44,353 clicks, 24,817 visits to the Cozy Season page on tualatinvalley.org, and 6,027 conversions, meaning visitors to the site did some kind of action beyond the Cozy Season landing page.
GOOGLE:
• Impressions: 495,242
• Clicks: 23,769
• Site visits: 15,416
• Conversions: 4,698
MICROSOFT:
• Impressions: 1,769,317
• Clicks: 20,584
• Site visits: 9,401
• Conversions: 1,329
iHEART RADIO (PORTLAND):
• Clicks: 5,025
• Site visits: 1,280
• Conversions: 3
DIGITAL ADVERTISING (CONT.)
EMAIL MARKETING
Cozy Season-themed emails were distributed via paid channels via MediaMax, an advertising network that helps brands reach targeted local audiences through premium print and digital media, as well as through its own enewsletters that reach both industry partners and travel consumers.
ETV & PAID NEWSLETTERS (OCT-DEC)
• Total distribution: 302,215
• Total views: 5,107
• Total clicks: 38
COZY SEASON PASSPORT
ETV launched the Cozy Season Mobile Passport, a seasonal guide which highlighted attractions and events, and was updated regularly throughout the run of the campaign to showcase the ever-changing offerings as the seasons change. The purpose of the guide was to serve as a guide to the destination and it did not offer specials or other incentives for passport holders to check-in to locations.
• Total Passport Sign-ups: 244
OWNED MEDIA:
WEBSITE
Our campaign landing page served as a singular place to curate all of the iconic fall and winter places, experiences, and events visitors need to make the most of Cozy Season in Tualatin Valley. Content here evolved as the seasons moved from fall, to holiday, and then to winter and served as a gateway for visitors to find the Get Cozy Passport.
WEBSITE PERFORMANCE:
October 1 through December 31:
• Cozy Season Landing Page: 12,630 total visits
• Get Cozy Page: 2,047 total visits
SOCIAL MEDIA CONTENT CREATORS & PARTNERSHIPS
SOCIAL MEDIA CONTENT CREATOR PARTNERSHIPS
ETV partnered with content creators to amplify Cozy Season to their respective audiences on their social media platforms. Partners included the Portland Winterhawks, K103 Radio, Nomad Getaway, More than the Vine and several social influencers via SHRPA, a platform that helps destinations and creators collaborate to share authentic travel experiences and community stories.
These paid partnerships generated:
• 31 Posts
• 2,589,535 Views
• 10,909 Likes
• 6,690 Shares
• 465 Comments
• 996 Saves
PUBLIC RELATIONS, INFLUENCERS & MEDIA
Public relations and influencer partnerships, resulting in both paid social and earned media results, played an important role in bringing Tualatin Valley’s Cozy Season story to life. Through outreach, curated experiences and strategic collaborations, Explore Tualatin Valley and Lawrence Public Relations secured authentic coverage that not only inspired travel, but also strengthened awareness of our destination brand.
MEDIA RESULTS:
• Total Placements: 27
• Total Circulation: 13,132270
Top result included local coverage of winter festivals and holiday lights displays.
MEDIA & INFLUENCER VISITS
Two local travel influencers and one freelance writer were invited to experience Cozy Season in Tualatin Valley. The influencers were invited via “trade,” meaning that ETV did not pay for content.
Two online influencers posted campaign-related coverage on their Instagram pages, which ETV shared on its own page.
Angeline Pekson @ggfooodie
17.9k followers
Views: 11,309
Likes: 324
Shares: 9
Comments: 27
Saves: 31
Judiaann Woo @judiaann
16.3k followers
Views: 11,309
Likes: 324
Shares: 9
Comments: 27
Saves: 31
“I really fell for the area! A lot of charm, so many beautiful winding country streets. I definitely have some story ideas percolating! My initial thought is highlighting the rural county as an alternative to the expensive but beloved areas of upstate NY or the rural Bay Area, etc. It has a lot of the same types of offerings and charm!”
– Alice Wolfe Reichert
COZY
