A blitz of recent TV commercials involves talking hiking boots named Boots, a rose by the name of Rosa and an eco-conscious beaver known as SustainaBill. According to Travel Oregon, Boots is a trusty sidekick for hiking Oregon’s trails, Rosa an expert on Oregon’s food and wine trends and SustainaBill an expert on sustainable travel.

The commercials are part of a campaign designed to inspire tourism through personal connections between visitors and Oregonians. The agency hopes the effort will allow for richer, more immersive travel experiences as a result of knowledge shared by those who know Oregon best.

Travelers can connect with experts on topics tailored to their own interests, such as professional fly-fishing guides and wine country tour guides, travel podcasters, state park rangers and volunteers at local welcome centers, said Travel Oregon CEO Todd Davidson.

More Coverage

Discover the best of the Pacific Northwest with insider tips from Lonely Planet’s guidebook

“When I go fly fishing, I love to connect with a local guide because they know the water, they know the bugs and what the fish were eating the day before. So my overall fishing experience may be that much better,” Davidson said.

That same guide may also have knowledge of some of the local lore, history or culture, which they can share while traveling down the river, Davidson added.

Local guides can enhance visitors’ experience in Oregon by providing insider tips, such as new restaurants or mountain biking trails.

The campaign is a result of consumer research by creative agency Wieden+Kennedy Portland, which revealed an overall positive association with Oregon, but a lack of knowledge on how to explore the state.

More Coverage

10 hikes/trail runs within 20 minutes of Bend

While some activities listed in the campaign may involve high price tags, that’s not always the case. There are a number of free resources, such as travel recommendations by public radio, local newspapers magazines, blog posts and podcasters, Davidson said.

On Travel Oregon’s website, it’s possible to sort by activity, including sustainable travel, stand-up paddle boarding, pet-friendly travel and educational activities. And Kayakyak has tips on water creation, Telephone Paul has the latest on live events and Dark Sky is able to point out Oregon’s stargazing and cosmic events.

Learn more at traveloregon.com.