The Collective


Holly Macfee

Breakthrough destination branding and marketing

Holly Macfee is principal at Lookout, a destination branding and marketing planning consultancy based in Portland, Oregon. Lookout focuses on helping tourism destinations and communities attract travelers, as well as working with hotels and craft food/drink producers to define their unique offerings and communicate their experiences to the world. Her expertise also includes culinary and agritourism, as well as wayfinding.

Holly’s work with the city of Seaside won best website and best overall campaign at the Oregon Governor’s Conference on Tourism in both 2016 and 2017. In 2019 her work on a high-impact, pinot noir bottle exhibit for the Willamette Valley won the top honor at the Oregon Tourism Conference. In her previous work as Vice President, Global Brand Strategy for Travel Oregon, Holly created Oregon Bounty, the state’s culinary and agritourism campaign, and the 7 Wonders of Oregon, winner in 2015 of best tourism campaign in the country by the U.S. Travel Association.


  • Brand development
  • Destination marketing and communications
  • Wayfinding