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Explore Clay reports millions of ad impressions, influencer segment to air on Discovery
Summary
County marketing contractors told the Tourist Development Council they delivered nearly 3 million ad impressions over July–August, drove 70% of new visitors to ExploreClay.com, and will run an influencer segment on Discovery Channel Sept. 7. Staff said website engagement metrics and outbound clicks to local businesses are strong.
Explore Clay marketing contractors reported Sept. 3 that paid campaigns delivered nearly 3,000,000 impressions across July and August and drove roughly 70% of the new visitors to ExploreClay.com.
The contractors said the two-month push produced more than 67,000 page views and an average session time of 1 minute, 12 seconds. They reported more than 327,000 full video ad views with a completion rate of 97.68% and about 170,552 completed Spotify audio ad listens (90.6% completion). Social ads recorded more than 72,000 engagements and more than 34,000 responses directing users to the website.
The contractor also previewed a video segment produced with influencer Misty Wells that is scheduled to air nationally on the Discovery Channel on Sept. 7. Staff said the segment and other influencer content will be repurposed over time rather than used as a single run.
Contractors described several “key events” they track on the website to measure downstream impact: outbound directory clicks to local businesses, outbound lodging partner clicks, and visitor-guide requests. Of 723 tracked key events in the reporting period, 318 were outbound directory clicks and 153 were lodging partner clicks, the contractors said.
Council members asked whether the marketing team can tie website click-throughs to concrete ticket or room reservations. The contractors said they operate a device-tracking campaign that can attribute devices to Clay County visits, but they cannot directly observe downstream purchases made on third-party platforms. For some partners that use third-party ticketing, the contractors said, data visibility is limited and attribution is sometimes an “educated estimate.”
Staff and contractors highlighted an active day-of-community promotion, “Celebrate 904 Day,” with a landing page on ExploreClay.com listing participating businesses and specials. They also said year-over-year metrics are positive: new users and page views were up, and they reported a 90% engagement rate on the site for this period.
Council members and staff said the marketing results will be used to support upcoming events and to evaluate the return on marketing investments, with more detailed measurement planned post-event where possible.
