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Tourism marketing report: digital ads and new 'Gravel Adventure Field Guide' drive engagement
Summary
Marketing Manager Errol Porter told the board the county's digital channels recorded more than 100,000 views and 14,545 followers; staff highlighted the new Gravel Adventure Field Guide and continued YouTube ad performance, and discussed vendor editing by Reach Local.
The White Pine County Tourism and Recreation Board received a marketing report April 22 that showed strong digital engagement and new promotional materials intended to attract outdoor visitors.
Marketing Manager Errol Porter reported "Our Views were over 100K, our Visits were 1.5K and our Engagement were 3.5K," and said the county counts 14,545 followers across platforms. He highlighted the "Gravel Adventure Field Guide" as a new, county-produced attraction guide described as the first such guide in Nevada. Porter also reported improved search retargeting and higher click-throughs on search-engine marketing, and said the county's YouTube ad continued to perform well in views.
Board members asked about production of the YouTube content. Member Jason Bath asked whether the changes were handled internally; staff member Kyle Horvath said Reach Local performs the in-house editing and that the county supplies footage for Reach Local to assemble.
Public commenter Paula Carson suggested broadening promotional themes to include local cowboy culture, saying the board should "consider including cowboy stuff such as branding or sheep shearing" in promotions.
The report was presented for information and no formal action on the marketing program was recorded in the provided transcript segments.
