Annual Report FY26

PHASE II, CONTENT DEVELOPMENT

THE PURPOSE Create a library of authentic storytelling assets that reflects the diversity, culture, and character of Greater Portland while supporting future audience-specific marketing efforts. By highlighting real people and experiences, we ensure visitors can see themselves reflected in the destination and develop a deeper connection to the community before they arrive. OUR STRATEGY Develop high-quality photography, video, and written content that showcases the people, cultures, businesses, and experiences that define Greater Portland. Through the Lightkeepers campaign, we are elevating authentic community voices and broadening perceptions of who lives, works, and creates here. This approach provides a more welcoming and representative visitor experience across our website, advertising, and marketing channels while creating

OVERVIEW Following the audience research conducted in Phase 1, Visit Portland entered the content development phase of its inclusive marketing strategy. The goal was to ensure that our marketing assets authentically reflected the diversity of the people, cultures, and experiences that make Greater Portland unique. The first chapter of the Lightkeepers campaign focused on stories that challenge common perceptions of Maine and reveal the rich diversity that exists throughout our community. While Maine is often viewed through a narrow lens, Greater Portland is home to people of different cultures, backgrounds, identities, and experiences who contribute to the creativity, vibrancy, and character of the region. The Lightkeepers campaign is designed as a multi-channel storytelling platform that extends beyond film. In addition to cinematic video features, the series will include photography, written stories, interviews, and digital content that highlight a diverse range of community members. By using multiple storytelling formats, we can amplify diverse voices, capture different perspectives, and continue building a rich collection of stories that reflect the character of Greater Portland. Below is a sample of the individuals we are currently working with to develop content.

a strong foundation for future audience-focused campaigns.

Partially supported by MTMPP Regional Grant.

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