Annual Report FY24-FY25

PHASE 1: TEST & SEE TIMELINE: Spring 2025 We’re running media campaigns across three target audiences—African American, Asian American, and LGBTQ+—using our existing seasonal creative. The goal is to assess natural affinity and engagement with Portland across ad platforms and on our website. TACTICS: Advanced targeting through Azira and Google Custom Audiences enables segmented campaigns. Each audience is tracked via unique UTM parameters within GA4 to measure performance, behavior, and conversion trends.

PHASE 2: ASSET CREATION TIMELINE: Summer 2025

PHASE 3: STRATEGIC AMPLIFICATION TIMELINE: Fall 2025 This phase launches fully developed campaigns tailored to the prioritized audience segments. TACTICS INCLUDE: • Targeted CTV & Streaming Audio • Influencer partnerships with authentic voices • Paid Social & Retargeting • Partnerships with trusted media outlets and publishers While traditional visitation attribution can be challenging, success will be measured via landing page engagement, website behavior, and foot traffic attribution when available.

Findings from Phase 1 will inform which audience(s) to prioritize in content development. Visit Portland will collaborate with agency partners to build out customized creative assets—including campaign messaging, inclusive photography, authentic storytelling, and web content—that resonate with identified audiences while remaining integrated within our broader brand narrative. APPROACH: This avoids the pitfalls of isolation or “separate but unequal” microsites and instead reinforces Portland’s culture as welcoming to all.

LOOKING AHEAD: This is the beginning of a larger, sustained effort to align our marketing with the diversity of both our visitors and our community. The work is iterative and intentional—and this foundational year is setting the stage for smarter, more effective multicultural engagement in the years ahead. 117