Medford and the Rogue Valley, Oregon

Situated in Southern Oregon, Medford and the Rogue Valley region includes the cities of Medford, Ashland and Jacksonville. The area is renowned for its outstanding cultural events, most notably the internationally acclaimed Oregon Shakespeare Festival, the nationally known acts at the Ginger Rogers Theater, the Britt Festival concert series featuring national headliners, the Medford Jazz Festival, art events, and burgeoning boutique wineries, and excellent artisan food outlets.

The Challenge

Despite the attractive region surrounding the city, Medford had a negative and bland image and was not considered to be an appealing tourism destination. The tagline used for more than a decade was “The Center of It All” which had not gained traction with target audiences.


The brand positioning is based on the opportunities to experience the creations, personality and entertainment of local makers, actors, artisans, and artists in theatres, galleries, food outlets, and wineries.

Brand Solutions

Following extensive internal and external research the brand strategy was founded on Medford being a hub for cultural, natural and soft adventure experiences. The strategy provided ideas to activate even more performances by the region’s artisans and actors. It formed a unifying framework for the CVB to focus and prioritize communications, product development, investment, and partnership outreach.

“TDM’s involvement has been transformational in a most positive way. Our brand strategy has changed every aspect of what we do and has revolutionized how we think, communicate and operate. Having TDM come in and conducted extensive research and analysis has given us the confidence and credibility to be a much stronger organization and more successful destination.”
Anne Jenkins, President, Travel Medford

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