Tillamook Coast, Oregon

Tillamook County OR is a large county on the Oregon Coast that includes vast unspoiled beaches, four bays, nine rivers, dramatic seastacks, three National Wildlife Refuges, six County Parks and ten State Parks.

TDM was engaged to develop a place branding strategy to guide the unified marketing of Tillamook County as a unified destination for the first time. Additionally, because of the past marketing focus on individual communities, the Tillamook County name was not widely recognized as a tourism destination.

The Challenge

The area has not been marketed as a unified destination before. Hence, there was fragmentation and no unifying theme or message. Additionally, the Tillamook County name was not widely recognized as a tourism destination. A countywide lodging tax had been introduced, hence the need for a brand strategy and the formation of a DMO to unify the destination marketing for the new region.


The Tillamook Coast brand positioning is centered on the region having Oregon’s most diverse and varied marine and rainforest environments, all near low-key beachfront villages. The Tillamook Coast brand is summarized in the tagline: “It’s the natural choice.” This highlights how the region stands apart from its more urbanized and busy competitors.

New Name

The strategy introduces a new name for the region, the Tillamook Coast. This name directly ties the region to the famed Oregon Coast and presents it as an evocative destination.

Brand Solutions

Following a comprehensive destination audit and extensive consumer research TDM set the foundation for the leading experiences, words, imagery, products, and distinctive character. A companion to the brand strategy, The Tillamook Coast Tourism 2025 Strategy was created to align the brand promise with experience delivery. It outlines how to bring the brand pillars to life and address sustainable community tourism and the development of nature-based experiences.


The brand was launched in September 2014 and has quickly established a strong identity and positioning for the region. During the first-year lodging receipts and net transient lodging tax revenue saw an increase of 10% increase.


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