Travel Oregon’s latest advertising campaign is in The Onion, but you should take it seriously.

The Oregonian reports that the commission’s communications director Linea Gagliano says the voice of Oregonians — which she describes as “nonchalant, fun and confident, but not overly confident” — fits right in with The Onion, a satirical news website.

She says the idea came from advertising agency Wieden+Kennedy.

The commission launched the $75,000 campaign in March. It includes the usual elements like banner ads and social media promotion, but Travel Oregon is also paying for The Onion staffers to write satirical articles about tourism in the state.

The first article, “Tips For Setting Up A Campsite,” appeared March 21. It offers helpful advice, such as making sure nearby bears sign a non-aggression pact.

Photo Credit: A Travel Oregon ad on the Onion website.