agenda

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With our new afternoon schedule, lunch will NOT be served. Please plan accordingly and enjoy an early lunch prior to arrival. We’ll welcome you with light snacks throughout the day to keep you energized until the reception. 

SUMMIT KICKOFF MIXER

More than just registration, it's your first networking moment of the day. Check in, mingle with industry peers, meet our exhibitors, and enjoy light snacks as you catch up and make new connections before the program begins.

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Headlines to Hashtags: Media Strategies That Work
Brianna Francis, VP of Communications & Strategy, Madden Media

Jacqueline Dole, Freelance Travel Writer

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Brianna Francis will provide an in-depth update on Visit Portland’s media and public relations efforts. She will explore the rapidly evolving media landscape, key industry trends, and the measurable results of Madden Media’s work promoting Greater Portland to journalists and influencers nationwide.

Attendees will gain insight into how earned media is generated, how stories are positioned, and how strategic media outreach benefits local businesses and the broader destination.

Following her presentation, Brianna will join a dynamic panel discussion moderated by Visit Portland President + CEO Lynn Tillotson, alongside a journalist and an influencer. Together, they will share insider perspectives and practical advice on working with the media—from pitching compelling stories to building strong relationships and maximizing media opportunities in today’s changing communications environment.

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From Statewide Strategy to Local Impact
Carolann Ouellette, Executive Director, Maine Office of Tourism

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Carolann Ouellette will provide an update on Maine’s destination management and marketing strategy, including the continued evolution of the state’s brand. She will share insights on current campaign initiatives, target markets, research trends, and Maine’s positioning in an increasingly competitive travel landscape.

Attendees will gain a clearer understanding of how statewide tourism marketing efforts amplify local and regional initiatives and how Visit Portland’s work aligns with Maine’s broader strategy to attract visitors from around the world.

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 A Year in Motion: Visit Portland’s Impact
Lynn Tillotson, President & CEO, Visit Portland

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Before we move into the next chapter of our work, take a moment to look back at what we accomplished together. This short highlight video showcases the marketing initiatives, partnerships, and milestones that shaped Visit Portland’s efforts in FY26 to date.

From national media exposure to strategic campaigns and industry collaborations, the video highlights how our collective work continues to elevate Greater Portland as a premier destination.

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Keynote Address: 

More details to come

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 A New Look, A New Story: Visit Portland’s Brand Reveal
Madden Media Team

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Get ready for a defining moment in Visit Portland’s evolution. During this special session, we will officially unveil our new brand identity—shaped by extensive research conducted by Madden Media with local residents, visitors, and industry stakeholders.

This thoughtful process ensures the brand authentically reflects Portland’s character, resonates with our community, and positions us competitively in the global marketplace.

More than a new look or tagline, this launch represents a strategic roadmap for how we will market Portland, Maine to the world. Attendees will gain insight into the research findings, brand positioning, and creative direction behind the new identity—and how it will guide our storytelling, campaigns, and partnerships in the year ahead.

Be among the first to experience the new brand and discover how it will elevate Greater Portland’s visibility and impact for our local businesses.

Cocktails & Connections

End the day by unwinding with fellow industry professionals. Join us for beer, wine, and passed hors d’oeuvres while catching up with colleagues, meeting new connections, and continuing the conversations sparked throughout the Summit.