Annual Report FY26

MAINE OFFICE OF TOURISM CO-OP PROGRAM

THE PURPOSE By strengthening the region’s digital presence and growing our destination website’s reach, we’ll inspire off-peak and winter visitation through compelling, targeted storytelling. Additionally, strategic retargeting efforts will help re-engage potential visitors and ensure strong return on investment. OUR STRATEGY Together, we’re tapped into Maine Office of Tourism’s brand momentum and leveraged data from Zartico to strategically target travel intenders through geographic, behavioral, and contextual lenses. From winter sports and holiday events to foodie experiences and arts & culture, this campaign captured the full spirit of Maine in winter.

OVERVIEW Partnering with the Maine Office of Tourism, Visit Portland participated in an eight-week holiday/winter co-op campaign that combined statewide and regional marketing efforts to elevate Greater Portland’s visibility, inspire travel, and drive traffic to the destination. CAMPAIGN DETAILS • Tactic: Digital Display • Run Dates: 10/13 – 12/8 PERFORMANCE METRICS • Impressions: 2,508,065 • Clicks: 1,026 • Click-Through Rate: 0.04% • Conversions: 6,463 • Conversion Rate: 0.26% (Above the Maine Office of Tourism benchmark of 0.18%)

Partially supported by MTMPP Regional Grant.

39