Annual Report FY26

SUMMER 2025 CAMPAIGN RESULTS

THE PURPOSE The summer leisure campaign was designed to drive high-value visitation by showcasing the vibrant, welcoming spirit of Greater Portland during its most iconic season. By leveraging compelling storytelling that highlights our coastal beauty, walkable neighborhoods, and rich cultural landscape, the campaign positioned the area as a premier destination that rewards deeper exploration. This initiative specifically targeted audiences inclined toward longer stays, maximizing the economic impact of seasonal tourism while reinforcing our identity as a sophisticated and inclusive community. OUR STRATEGY Our strategy utilized a multi-channel media mix to engage high-potential audiences in regional drive and national fly markets. By anchoring the campaign in evocative video assets, digital display, high-impact print, and the authentic music of King Kyote, we built a sensory narrative that emphasized our vibrant local culture and coastal lifestyle. This immersive approach targeted travelers seeking genuine experiences , ensuring our marketing investment increased economic impact throughout our most vital tourism season.

TARGETED DRIVE MARKETS Bangor, ME Burlington, VT / Plattsburgh, NY Portsmouth–Dover–Rochester, NH Boston, MA Springfield–Holyoke, MA Providence, RI / New Bedford, MA Albany–Schenectady–Troy, NY Hartford & New Haven, CT TARGETED FLY MARKETS New York, NY Philadelphia, PA Baltimore, MD Chicago, IL

Houston, TX Nashville, TN Columbus, OH Norfolk, VA Pittsburgh, PA

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