Annual Report FY26

PHASE III, MARKETING OUTREACH

THE PURPOSE Increase destination awareness and visitation by reaching both traditional and emerging traveler audiences with authentic marketing that reflects the people, experiences, and

OVERVIEW Building on audience research and the content developed through the Lightkeepers campaign, Visit Portland launched targeted marketing efforts designed to engage Asian American, Black, and LGBTQ+ travelers while continuing to reach traditional fly and drive markets. The campaign showcased Greater Portland as a welcoming destination where visitors can see themselves reflected in the people, experiences, and stories that define our community. Integrated with Visit Portland’s broader leisure marketing strategy, the campaign leveraged connected television, online video, and digital advertising to reach travelers in key drive and direct-flight markets. By combining audience-specific outreach with authentic storytelling, the initiative increased destination awareness, strengthened engagement among priority audiences, and reinforced Greater Portland’s reputation as a welcoming destination for all travelers.

character of Greater Portland. OUR STRATEGY

Integrate audience-specific storytelling into Visit Portland’s broader leisure marketing efforts, ensuring that campaigns resonate with diverse travelers while continuing to engage traditional fly and drive markets. By leveraging research-driven insights, authentic creative assets, and targeted media placements, we expand our reach, strengthen destination appeal, and inspire travel consideration across multiple audiences.

Photo Credit: Avery Lehman

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