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Marketing staff report digital growth, PR placements and Carson City-to-Canada Quest selections
Summary
Marketing reported strong digital growth and PR coverage, a successful Expedia co-op campaign, newsletter performance and that two selected hikers secured Pacific Crest Trail permits for the Carson City-to-Canada Quest prize of $5,000.
Lydia Beck, marketing lead, told the board Feb. 10 that Visit Carson City’s digital channels saw substantial growth: lodging interest rose about 61% across sources and paid social advertising drove the strongest engagement during the winter campaign.
Beck said earned media placements included the Reno Gazette‑Journal, group tour magazine and coverage related to the Stewart Indian School on powwows.com and Indie Bay. Visit Carson City participated in an Expedia co‑op that delivered roughly 2.3 million impressions and 850 room nights attributed to bookings during the campaign’s September–November window; the campaign was half grant‑funded and cost the CTA about $10,000 in co‑op contributions.
Beck also reported newsletter signups were growing (50 new signups in January, a 46% year‑over‑year increase), and that the January newsletter had an open rate of about 38.3% and a 2.4% click rate. Top content in January was a "Winter in Carson City" blog that drove high engagement.
On the Carson City‑to‑Canada Quest, Beck said the top two selected hikers secured PCT permits; one hiker (Audrey) plans to start a through-hike in April and the other (Julianne) likely will start from Carson City in June. Beck noted that recently the PCT crossing into Canada had permit restrictions changed, meaning Visit Carson City staff are adjusting logistics for any in‑person finish‑line plans. The CTA is offering up to $5,000 for the Quest finishers and staff said they are tracking alternates who also obtained permits.
The report was informational; no board action was taken.
