Annual Report FY26

CONVERTING INTEREST INTO ACTION The campaign is successfully funneling planners through the decision making process, resulting in tangible leads for the region: • 8 Digital Planner Guide Views • 4 “Submit RFP” Clicks (Direct leads for Portland venues) AUDIENCE INSIGHTS Data indicates that our most active and engaged Meeting & Convention audience consists largely of young professionals. Female users drove over 75% of clicks, with the 25–34 age demographic representing the largest share of active users. STRATEGIC OPTIMIZATION To ensure maximum efficiency and avoid internal competition, we have refined our keyword strategy. For example, we removed the “Portland Maine events” keyword from the meetings campaign to ensure it does not overlap with our leisure-focused marketing efforts. AD PERFORMANCE Platform Clicks Impressions CTR Avg. CPC Total Users Engagement Rate

Avg. Session Duration

Google SEM 8,459 86,608 Google PMax 6,408 272,156 MobileFuse 2,757 893,201 +1

9.77% $1.01 6,897 75.78% 2.35% $1.24 5,471 66.48% 0.31% $2.19 3,091 12.72% 2.83% N/A 3,672 38.58%

0:03:39 0:04:08 0:00:34 0:01:14

Northeast Meetings

6,796 239,806

TOTALS 24,420 1,491,771 +1 — — — —

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