Annual Report FY26

LIGHTKEEPERS CAMPAIGN

THE PURPOSE Serve as the flagship storytelling initiative of Greater Portland’s new brand, introducing audiences to the people whose stories, perspectives, and contributions define our community. Through authentic narratives , Lightkeepers captures the spirit of the destination in a way that is both memorable and deeply human. OUR STRATEGY Anchor the new brand in real people and real experiences. Through cinematic storytelling, Lightkeepers moves beyond traditional destination marketing to highlight the individuals, cultures, and places that shape Greater Portland’s identity. By sharing these stories across multiple platforms and markets, we build emotional connections with travelers while presenting a more authentic and compelling vision of the destination.

OVERVIEW The Lightkeepers is an invitation to experience Greater Portland through the people who shape its character, culture, and sense of place. More than a marketing campaign, it is a storytelling platform designed to share authentic perspectives from the chefs, artists, entrepreneurs, makers, and community leaders who bring our region to life. Through a combination of video, photography, interviews, written stories, and digital content, Lightkeepers explores the experiences, passions, and personal journeys that define Greater Portland. From established trailblazers to emerging voices, these stories reveal the creativity, diversity, and community spirit that make our destination unique. By highlighting the people behind the places, Lightkeepers offers a deeper connection to the region and invites visitors to experience Greater Portland through the eyes of those who know and love it best. FEATURED STORIES The first phase of the Lightkeepers campaign focused on individuals whose creativity, leadership, and passion help shape Greater Portland’s identity. Featured participants included chefs, artists, entrepreneurs, makers, and community leaders whose stories reflect the diversity, culture, and character of our region. Through in-depth interviews, professional photography, and immersive video storytelling, these individuals shared their personal journeys, sources of inspiration, and connections to the community. Their stories provide an authentic perspective on what makes Greater Portland unique while helping visitors connect with the destination on a more meaningful level. As content development continues, Lightkeepers stories will be integrated throughout Visit Portland’s new website, social media channels, marketing campaigns, and promotional materials. By placing local voices at the center of our storytelling, the campaign will help bring our refreshed brand to life and showcase the people who make Greater Portland such a vibrant and welcoming destination.

Partially supported by MTMPP Regional Grant.

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