Annual Report FY24-FY25

LOCAL IQ SOCIAL MEDIA CAMPAIGNS THE PURPOSE LEAD GENERATION CAMPAIGNS

TRAFFIC CAMPAIGNS Overall Averages Local IQ Travel Industry Standard Cost Per Click $1.88 $0.96 Conversion Rate 8.78% 3.95% Cost Per Lead $21.98 $26.05 WHAT DOES THIS TELLS US? • 8.78% conversion rate more than doubles the industry average, proving its funnel is highly effective. • Cost per lead is 16% lower than the industry standard, delivering strong ROI despite higher CPC. • Local IQ excels at turning interest into action — a clear strength in lead generation. Overall Averages Local IQ Travel Industry Standard Click-Through Rate 1.57% 2.20% Cost Per Click $0.57 $0.42 WHAT DOES THIS TELLS US? Local IQ exceeds the industry standard for engagement, while its slightly higher CPC reflects a focus on attracting higher-quality, more valuable traffic. Data Source: Local IQ Supported by MTMPP Regional Grant.

OUR STRATEGY Local IQ campaigns drive qualified traffic from key direct flight markets to Visit Portland’s website and business listing pages, by leveraging high-performing carousel ad campaigns on Facebook and Instagram. Target top-performing DMAs — Atlanta, Boston, and Philadelphia— with carousel ads on social platforms showcasing Visit Portland’s top content. Optimize spend by exceeding benchmark CTR and CPC to drive traffic to the site and boost partner exposure.

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