Annual Report FY24-FY25

Informed by the concept of code-switching—introduced by Madden Media at our Destination Summit as a powerful strategy for authentic connection across diverse audiences—Visit Portland launched a three-phase approach to inclusive marketing. This strategic framework allows us to refine our voice and creative content while remaining true to our brand identity. After running initial campaigns to gauge audience engagement (Phase 1), we began asset development in partnership with acclaimed local photographer Sean Alonzo Harris (Phase 2). The result is a vibrant, authentic collection of imagery featuring real community members that proudly reflect Greater Portland’s diversity, inclusivity, and welcoming spirit. These assets, featured below in draft mock-up ads, preview campaigns set to launch in Phase 3, bringing our inclusive marketing vision to life. A PREVIEW OF INCLUSIVE MARKETING IN ACTION

Primary Text Above Photo: You bring the heat, we’ve got the breeze. Portland’s serving lobster, live beats, and fly fits by the sea. There’s no layover on this kind of vibe… just pull up direct. Website: visitportland.com Headline: Straight to the Good Stuff

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