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POVA unveils new name, brand

    The Portland Oregon Visitors Association (POVA) has changed its name to Travel Portland. The agency has also unveiled its new logo and launched a redesigned website. These changes, which will be followed by others throughout the year, represent the most visible public elements of Travel Portland’s new brand.

    Although Travel Portland is new as the moniker for the association, the wording has been in use for several years now, both as the address for Travel Portland’s website (www.travelportland.com) and as the title of the city’s official visitor magazine. The rechristening of the association now unifies all components of the Travel Portland brand under the same umbrella.

    “It’s exciting to see the brand make its debut,” said Jeff Miller, Travel Portland’s president and CEO. “One of the things we wanted the brand to capture was Portland’s warm and authentic feel. The new name accomplishes that – it definitely has friendlier, more welcoming ring to it.”

    Sockeye Creative, Inc., a local branding agency, has been working with Travel Portland since May 2007 to define and develop the destination’s voice. Sockeye’s work included identifying Portland’s key personality traits, gathering visitor perceptions, and then incorporating those elements into both an overall messaging strategy and a new look.

    “We had always positioned Portland as environmentally conscious, outdoorsy, independent, creative, friendly and unfiltered,” explained Miller. “Our goal with the new brand is to not only continue to highlight these traits but to add a sophisticated urban element – something we hadn’t focused on heavily before.”

    Travel Portland serves as the official destination marketing office for Portland, Oregon. The agency’s mission is to strengthen the region’s economy by marketing the metropolitan Portland area as a preferred destination for meetings, conventions, and leisure travel.

    Click below to view Travel Portland’s new website.


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