Cover Oregon Blows Millions on Hipster Ad Campaign – Then Pulls Ads
Cover Oregon announced Monday the state will quit running the quirky hipster ads.
From the video: Laura Gibson shows her true Oregon colors along with the Portland Cello Project. We’ll sing along for the place our hearts call home! Learn more at CoverOregon.com.
It’s no secret the health exchange in Oregon has been a train wreck since it launched Oct. 1.
But there might be one bright light amid the darkness. You know those quirky, hipster adswith the “Live Long in Oregon” jingle you can’t get out of your head? They’re going away… fornow.
Bruce Goldberg, acting executive director of Cover Oregon, said during a Monday press conference that the ads will be on hold while the agency focuses on getting people enrolled.
“We think it’s appropriate to hold off on any further advertising,” he said, noting the agency has pulled most of the ads while keeping some billboards.
Critics of the quirky, vague and expensive ads will likely rejoice. The ad campaign was originally slated for about $10 million, but then officials doubled it to $21 million in October.