Our gift to Historic Route 30 was a year-long pro bono PR commitment and a Facebook video that reached over 377,710 people (350,119 organically), has been shared 2,452 times, and viewed 68,000 times and counting.
In our mobile, digital world, creating social-friendly, shareable videos should be a tactical consideration in your communication strategies.
How the Columbia River Highway video came about: First, our friend Sara gave us a beautiful 1918 leather-bound book that contained hand-painted photos of the highway. Then a Hood River, OR resident brought in sheet music from 1916 of “The Columbia High-Way Waltz” (which no one had heard in 100 years). We asked our pianist friend Jill to play the Waltz, which she did on a 100-year-old piano (listen to the texture). People loved it—and more than 2,300 shared it.
The highway also got its own rededication celebration, featuring Pink Martini founder Thomas Lauderdale at a grand piano with Multnomah Falls as a backdrop, two former Oregon governors, a bicycle-and-antique-car cavalcade, a biplane flyover and more. Severson Events and Weinstein PR provided strategic counsel and coordination, a communications plan, key messages and speeches, social media support and stakeholder outreach. A great many other organizations, individuals and sponsors helped make this year-long celebration a success.
We were honored to receive the Outstanding Oregon PR Initiative Award at Travel Oregon’s 2016 Travel & Tourism Industry Achievement Awards for our work on the Historic Columbia River Highway celebration.
We invite you to come bike, drive or walk the Historic Columbia River Highway & State Trail, and visit the communities along its path. Make a loop of it and do your return trip on the Washington side of the Gorge on State Route 14, the Columbia River Gorge Scenic Byway and Area.