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.

Details of the plan and tactics

- Campaign. The agency previewed a values-based campaign titled “Something for Everyone” that emphasizes people and place rather than only attractions. Presenters described campaign motifs (new fonts, icons, imagery) and said the branding is a campaign layer, not a replacement of existing Discover Newport identity.

- Data and measurement. Josh Friend described a partnership with a firm called Datafy to do transaction-attribution analysis linking ad exposure to subsequent card transactions and stays. Presenters said Datafy can map transactions to polygons in the city so the DMO can report spending patterns to businesses and the city on a quarterly industry newsletter. “We can track someone’s original location and then how and where they spent money in Newport throughout their stay,” Friend said.

- Digital and print. The group plans targeted advertising in the Portland and Seattle markets, a visual refresh of the Discover Newport website to improve search ranking and new print pieces (rack guides and a scavenger-hunt item with a trackable QR code). They also proposed potential experiential displays at Portland International Airport and other placements to raise awareness outside the immediate region.

- Local engagement and content. The presenters said they have been meeting weekly with local businesses and creatives since July 1, contracting some local photographers and talent. They emphasized community listening and want ongoing meetings with council members and business leaders. The presenters invited businesses to submit events and content and asked council members to engage with Discover Newport social posts and to link to the Discover Newport website to build authority.

Council and public questions

Council members and commenters raised accessibility, neighborhood-level projects and local visibility concerns. One councilor asked about accessibility features for visitors with mobility issues; the presenters said they are coordinating with partners and referenced the Wheel the World project and local accessible attractions. Another speaker urged the DMO to continue supporting neighborhood items such as the Night Banner project in Nye Beach; presenters said they would follow up and review any existing contracts or commitments with city staff. A councilor asked about potential confusion with other “Discover Newport” sites (noting Rhode Island); presenters confirmed web and social naming would be clarified to avoid confusion.

Content review and approvals

Presenters said all major content would be reviewed with city staff (named in the presentation as John, Nina and Mike) before broad distribution and that they had already stopped funding two prior billboard contracts in favor of trackable, data-driven experiments.

What’s next

Discover Newport said it will pursue the campaign rollout and website improvements, continue business outreach, provide the city with access to Datafy reports and circulate an industry newsletter. The presenters asked council members to meet for follow-up conversations and promised to send scheduling emails and a small campaign pin to council members.

Ending

Councilors directed staff to follow up on neighborhood banner details and accessibility coordination; presenters said they would return with materials and data reports as they complete the next phase of the campaign.