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Washington County Visitors Association Unveils Fresh Identity and Launches Innovative Campaign: “Near & Dear”

Explore Tualatin Valley (formerly known as Washington County Visitors Association) debuts new name, website, branding, advertising and more in September.

BEAVERTON, Ore. (September 5, 2023) – Explore Tualatin Valley (formerly known as Washington County Visitors Association) is getting a new name. The destination marketing organization announced today the launch of its new brand, a comprehensive representation of the region’s diverse offerings and captivating experiences. Through this vibrant rebranding effort, Explore Tualatin Valley seeks to position itself not just as a destination, but as an enriching journey of exploration for both travelers and residents.

The new Tualatin Valley brand, which is launching with a new campaign, “Near & Dear,” encapsulates the essence of the region’s stunning landscapes, rich cultural heritage and vibrant community. It serves as a true reflection of the area’s unique blend of urban and rural experiences, catering to those seeking both tranquility and excitement.

“We decided to lean in to the Tualatin Valley name, which we have used to promote the destination for several years,” said Dave Parulo, president and CEO of Explore Tualatin Valley. “This new campaign encapsulates what Tualatin Valley is. With its vibrant blend of landscapes, culture and community, our new brand truly reflects the essence of Tualatin Valley and underscores our commitment to providing unforgettable experiences for all who venture here.”

Among the new branding and campaign elements, some of which have already been unveiled and will continue to be rolled out over the next few weeks, include:

  • New organization name and destination brand mark: Explore Tualatin Valley
  • Wallscape on a building located on SW Washington Street at the Morrison Bridge in downtown Portland
  • Vinyl and digital billboards along Highway 217, Beaverton-Hillsdale Highway and Highway 8 (Canyon Road)
  • Wall wrap and large wall-mounted displays at Portland International Airport
  • Portland streetcar wrap and bus tail displays
  • Full-page print advertisements in local and regional publications
  • Digital advertising on local and regional websites and online publications
  • New website design for tualatinvalley.org
  • Renamed social media channels on Facebook, Instagram and Pinterest

This branding initiative has been a collaborative effort among Tualatin Valley, its marketing agency of record, Sparkloft Media, and website design agency Cardwell Creative.

Tualatin Valley’s new brand is set to redefine the region’s identity in the minds of travelers and residents alike. It invites individuals to delve into a myriad of experiences, from savoring the region’s exceptional wine and farm-to-table cuisine to exploring its lush outdoor trails and embracing the warmth of local hospitality. With this brand launch, Tualatin Valley is primed to attract a diverse audience, positioning itself as a must-visit destination for those seeking authentic encounters and unforgettable adventures.


Tualatin Valley, nestled between Portland and the Oregon Coast, is a captivating destination that offers a harmonious blend of urban and rural experiences. From farms and vineyards, estate wineries and dozens of craft breweries to outdoor adventures and cultural treasures, Tualatin Valley provides a diverse range of activities for travelers seeking authentic and immersive encounters. As a vibrant tapestry of exploration and enjoyment, Tualatin Valley is more than a destination; it’s a transformative journey waiting to be explored. For more information, visit tualatinvalley.org.

The Washington County Visitors Association (dba Explore Tualatin Valley) is a destination marketing organization dedicated to promoting Washington County, Oregon, as an exceptional travel and tourism destination. With a mission to inspire exploration and celebrate the unique offerings of the region, Explore Tualatin Valley collaborates with local businesses and community partners to highlight the diverse attractions, experiences, and cultural richness that the destination has to offer. From lush landscapes and award-winning wineries and breweries to outdoor adventures and vibrant cultural festivals, Explore Tualatin Valley plays a pivotal role in showcasing the area’s treasures to both visitors and residents. For more information about Explore Tualatin Valley, visit tualatinvalley.org.