The Portland Cut is a culture-forward, creator-led series designed to inspire high-intent, off-peak travel and drive direct bookings.
Positioned around the idea ‘Where City Meets Wild’, the campaign reframes Portland as a lifestyle city where creative culture, neighbourhood energy and immediate access to nature coexist.
Rather than a highlight-led city break, The Portland Cut presents Portland as it’s lived, balanced, grounded and deeply connected to its surroundings.
The campaign is led by Australian model and travel and lifestyle content creator Cole Dickson (below), who has full creative control to experience Portland naturally and share the city through his own lens.
From neighbourhood coffee culture and independent design to riverfront living, urban trails and forested surrounds, Dickson is on the ground building and releasing his Portland travel products live as he travels.
Every stay, experience and itinerary featured is created in real time and made instantly bookable via his BYRDLI Travel Club.
Unlike traditional city campaigns, The Portland Cut intentionally blurs the line between urban and outdoors.
Portland is presented not as a checklist of attractions, but as a city defined by rhythm, where creativity sits alongside calm and nature is part of everyday life rather than an escape.
“This campaign reflects the Portland we know – creative, connected and deeply grounded in nature,” said Heather Anderson, Director of International Tourism Administration at Travel Portland.
“By giving Cole the freedom to explore authentically, we’re inviting travellers to experience Portland as it’s actually lived, not just visited.”
At the core of the campaign is BYRDLI’s creator-led travel commerce model, which connects storytelling directly to bookings.
Through personalised Travel Clubs, creators transform content into live storefronts, allowing audiences to book curated stays, experiences and itineraries in real time.
Industry research indicates that nearly 80% of travellers are influenced by creator and user-generated content, with audiences more than twice as likely to book after engaging with creator-led storytelling compared to traditional tourism advertising.
“For me, Portland is about balance,” said Dickson. “You can spend the morning in the city and the afternoon on a forest trail or by the river.
“The Portland Cut was about capturing that rhythm and turning my own personal moments and recommendations into experiences people can actually book.”
BYRDLI Co-Founder Vanessa Richards said the campaign reflects how modern travellers want to engage with destinations.
“Travellers are seeking perspective over polish,” added Ms Richards. “Portland has a rare balance – a vibrant city, striking nature and a creative edge with real grit.
“When you trust a creator to lead the story, you get content that resonates and a direct path from inspiration to action.”
