Discover Newport outlines 12–18 month "Something for Everyone" campaign, data strategy to boost overnight stays

Discover Newport, operating through agency Greenhouse Collaboratives, presented a marketing and data plan at the Newport City Council work session on Oct. 6, describing a 12–18 month campaign called “Something for Everyone” and data partnerships intended to raise overnight stays paid for by the city’s transient lodging tax.

The presentation underscored that Discover Newport’s primary goal is to increase overnight visitation — the source of its funding — and to use that revenue to benefit local businesses. “Discover Newport is the official destination marketing organization for the city of Newport, and we’re funded entirely by transient lodging tax for people who stay overnight,” Benjamin Cahoon said during the presentation.

Why it matters: Transient lodging tax (TLT) revenue is restricted to visitors who stay overnight; increasing nights stayed generates funds DMOs can use to market the city and support local businesses. The presenters said their strategy combines community listening, values-based storytelling and measurable advertising to attract repeat and new visitors while coordinating with city staff.

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