Annual Report FY26

WINTER 2026 CAMPAIGN RESULTS

THE PURPOSE Our winter campaign was designed to drive visitation during the colder months by highlighting the unique, cozy charm of Portland. By shifting the narrative to embrace the warmth of the season, we positioned the city as an inviting retreat characterized by authentic hospitality and an intimate atmosphere. This initiative focused on attracting travelers who value the region’s refined winter experiences, encouraging them to discover a more serene side of our coastal community through its exceptional dining and welcoming local spirit, specifically aiming to bolster the local hospitality workforce during what has historically been a slower season. By encouraging a more robust winter tourism economy, we worked toward more support for our community’s year-round service and creative professionals. OUR STRATEGY For winter, we launched a high-performance, multi-channel mix to redefine the season as a premier time for exploration. By deploying targeted Google SEM, programmatic advertising, and Meta remarketing, we captured intent-driven audiences looking for unique winter events and cultural experiences. This approach effectively transitioned the narrative from a traditional off-season to a vibrant, “must see” period, successfully driving increased digital engagement and positioning our local offerings as essential year-round attractions.

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

32