Annual Report FY26

BOSTON RADIO CAMPAIGN + GREGG DANIELS

THE PURPOSE Increase winter visitation from the

OVERVIEW From January through March, Visit Portland partnered with Gregg Daniels and Mix 104.1 on a winter campaign promoting weekday travel to Greater Portland. The partnership included 245 on-air promotional spots and integrated feature mentions across station programming, highlighting the region’s culinary, cultural, and coastal appeal to Boston audiences. The campaign concluded with an in-market visit from Daniels and his family, generating authentic

Greater Boston market by positioning Greater Portland as an accessible coastal destination for weekday getaways, dining, and seasonal experiences. OUR STRATEGY Engage Boston-area travelers through a trusted media voice and authentic destination storytelling , using on-air promotion and firsthand experiences to showcase Greater Portland as an appealing winter getaway.

storytelling that positioned Greater Portland as an accessible and sophisticated winter getaway for drive-market travelers. CAMPAIGN HIGHLIGHTS BOSTON MARKET REACH • 245 total :15 radio spots • Consistent exposure across peak commuter and lifestyle programming • Targeted Greater Boston drive-market audience INTEGRATED ON-AIR MENTIONS In addition to paid spots, the partnership included 55 feature mentions integrated into regular station programming, creating more organic destination visibility and reinforcing campaign messaging throughout the winter season. HOSTED DESTINATION EXPERIENCE In March, Gregg Daniels and his family visited Greater Portland to experience the region firsthand. The trip allowed the campaign to extend beyond traditional advertising through authentic storytelling focused on the area’s winter dining, culture, and coastal experiences.

38