Annual Report FY26

GROUP SALES ADVERTISING

THE PURPOSE Position Greater Portland as a leading destination for meetings, conferences, and events while driving engagement from qualified planners seeking locations for future programs. OUR STRATEGY Leverage a data-driven marketing approach to reach meeting planners across multiple channels , including digital advertising, industry media, and event-specific targeting. By connecting with planners at key moments in their decision-making process, we showcase Greater Portland’s meeting infrastructure, coastal appeal, and authentic experiences to generate leads and drive future business.

CAMPAIGN OVERVIEW & IMPACT Visit Portland, in partnership with Madden Media, successfully overhauled its reporting and tactical execution to better capture the “serious planner”. By shifting to a multi-layered digital strategy, the campaign has successfully moved beyond casual browsing to high-value engagement. • Total Meetings Impressions to Date: 1,423,835 • Total Meetings Clicks to Date: 22,472 KEY PERFORMANCE HIGHLIGHTS • High-Intent Search (Google SEM): Our search campaign is a primary driver of quality traffic, maintaining a 10.51% Click-Through Rate (CTR)— more than double the industry benchmark. • Superior Engagement: Users reaching the site via search are highly qualified, evidenced by a 75% engagement rate and an average time on site of over 3 minutes. • Market Expansion: While search captures existing demand, Performance Max has successfully expanded our footprint in competitive regions. New York has emerged as a powerhouse market, accounting for 32% of total campaign click volume. TACTICAL PERFORMANCE BREAKDOWN Channel Key Strength Notable Metric Google SEM Capturing Active Demand 10.80% January CTR Performance Max Multi-Channel Reach 35% of clicks from YouTube MobileFuse Rich Media Engagement Northeast Meetings Targeted Industry Outreach 25.52% E-Blast Open Rate

89.87% Expandable Engagement Rate

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