The Northern Oregon coastline is one of the most beautiful – and most visited – destinations in the Northwest. But from September through March, it can be a cold, stormy, dark, and generally inhospitable place that leaves small business owners keenly eyeing their bottom lines. Exactly the challenge that DVA relishes: how to attract visitors to a spectacular destination during what most consider a less than spectacular time of year. We started by turning a perceived weakness – the weather – into a bona fide strength. Headlines like “Unpredictable. Untamable. Unforgettable.” and “Punishing winds. Deafening rains. Unmerciful waves. Welcome to paradise.” turned storm watching into a spectator sport. We used price point to deliver the value message, and wrapped it up with the tagline: “Come for the ocean. Stay for the rest.”