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Marketing & PR recap: strong FY25 digital growth, Winter’s Charm campaign wins awards and documentary features Carson City
Summary
Marketing director Lydia Beck reported year‑over‑year growth in web visits and lodging referrals, highlighted the Winter’s Charm campaign (5.7 million impressions, 627,000 engagements) and noted PR awards, influencer work and a forthcoming documentary that includes Carson City credits.
Lydia Beck presented the marketing and public relations report at the Aug. 11 board meeting, summarizing FY25 digital performance, PR outcomes and upcoming priorities.
Beck said FY25 saw broad digital growth with increases in website visits and lodging referrals and improvements in search rankings for key terms such as "Carson City history" and "kid friendly things to do in Carson City." She said organic social and some paid channels were down slightly year‑over‑year and that staff will reintroduce a grant‑funded ad buy with Datafy to expand paid reach.
Beck reviewed the Winter’s Charm campaign and said it generated 5.7 million impressions and 627,000 engagements from November through March; staff recorded 132 lodging referrals tied to the campaign, a 120% increase over the four months prior to the campaign. She said the campaign earned awards including Addy Awards in Reno, a best seasonal campaign award at the eTourism Summit and a Hermes Platinum award.
On earned media, Beck said the office hosted five media familiarization trips, worked with six influencers through a contractor (Glocali) producing 75 posts that reached about 600,000 people, and logged tiered media placements including features in outlets such as the East Bay Times and San Jose Mercury News. She said FY26 will focus on top‑of‑funnel, tier‑one national outreach and more concentrated pitching rather than tentpole, high‑budget in‑person campaigns.
Beck also previewed a documentary, After Ike, produced by Gregory Masson, that includes footage and credits for Carson City and a Lincoln Highway segment; the film is on the festival circuit and not yet widely released.
Board members offered positive remarks; no formal action was taken.
