Commission hears monthly social‑media and media campaign results; tracking pixel now live

Carson City — Commission staff provided monthly updates on organic social metrics, paid digital ads and traditional media activity and said a tracking pixel was put in place to measure digital advertising results.

Sherry Bailey reported that the commission’s organic Facebook posts generated about 46,000 views and reached about 22,000 people over the last 30 days, with nearly 1,000 organic engagements. Instagram performance showed roughly 10,600 views and 55 net new followers. Staff said the organic posts with “feel‑good” content and the Father’s Day post performed particularly well.

Staff reported the tracking pixel and Google Analytics 4 configuration were completed so the commission can see which ads drive ticketing conversions, though staff cautioned the tracking is currently on the existing website (with known functionality limits) and will be migrated to the new site.

Melissa Dietz of Dietz Media and Marketing reported May digital results, noting more than 1,100 search clicks with a strong 30% click‑through rate on search terms such as “train adventures,” “Virginia City train,” and “V and T railroad.” Dietz said the commission’s connected‑TV ads had a 99.3% video completion rate for the new streaming creatives. She also reported the media buys produced 194 bonus TV spots placed by stations that added additional airings during valuable dayparts.

Commissioners said they have received anecdotal reports of sold‑out trains and walk‑up purchases following ad exposure and asked staff to keep tracking ad conversions once the new website is live.