Annual Report FY26

LOVE THE MAINE WAY CAMPAIGN

THE PURPOSE The Love the Maine Way campaign is designed to connect with newly engaged couples during the high-intent planning season, inspiring them to consider Portland, Maine, as the perfect destination for their wedding. The campaign highlights free planning resources and local experiences to support couples in creating their ideal Maine wedding. OUR STRATEGY The campaign leverages high-impact digital channels —Pinterest, Meta, and LinkedIn— to reach couples where they are actively planning their weddings. By combining targeted ads, landing page engagement, and in-person outreach at the Bliss Wedding Show, Visit Portland aims to drive awareness, capture leads, and foster direct connections with couples considering Maine for their celebration.

OVERVIEW The campaign ran January 8 – February 8, 2026, focusing on key digital channels and in-person engagement. Pinterest served as the primary inspiration platform, while Meta and LinkedIn targeted additional audiences. Participation at the Bliss Wedding Show will further reinforce awareness and provide direct, one-on-one planning support to local couples. DIGITAL CAMPAIGN RESULTS (JAN 8 – FEB 8, 2026) Channel Landing Page Views / Clicks Cost per Landing Page View / Click Impressions Notes

Pinterest 995

$0.13

64,771

~75–77% of couples use Pinterest for wedding planning; 9 in 10 report it as their first stop for inspiration Professional audience targeting High engagement with visually driven content

LinkedIn 103

$1.79 $0.42

2,100

Meta

300

18,769 (15,161 unique)

100