THE CHALLENGE: When it comes to settling on a location for a group event or convention, it’s no secret what meeting planners want: a place that doesn’t leave attendees wishing it was anywhere but “here.” Consequently, large metro areas with abundant amenities catch their eye. It’s no wonder then, in the shadow of Portland, Vancouver and Southwest Washington are overlooked as destination points.

THE APPROACH: The question becomes, how do we get Southwest Washington on the list? After listening to business owners, conducting client workshops and becoming camera-toting tourists ourselves, we realized—this place sneaks up on you. Even though many of us have lived next door for years, we didn’t realize the many offerings hidden beyond the I-5 horizon. It was clear. Let’s encourage everyone to discover this largely ignored gem. In other words to—“Unwrap it for yourself.”

THE WORK: The position not only spoke to our own awakening to the area but also encourages others to take notice. It admits the prizes are hidden but lets us know rewards await. Print ads prominently feature points of interest and promise the unexpected. For meeting planners looking for a break from the same old venues, Southwest Washington will be a welcomed suggestion.

THE RESULTS: The secret’s out. Occupancy rates are up and the tourism industry is booming. New hotels, including a posh, new Hilton, are being constructed to meet demand.