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'Go North KC' campaign credited with large digital reach; tourism director reports metrics
Summary
Tourism Director Megan Shawfield gave a post-World Cup update on the Go North KC regional campaign, reporting 22,000 active users, 127,000 website events, 42-second average engagement, over 10 million social media views (Jan–June) and an estimated earned-media value near $9,000.
The commission heard an update on the Go North KC regional tourism campaign tied to World Cup watch parties and regional marketing efforts.
Tourism Director Megan Shawfield said the campaign—launched in coordination with seven community watch parties—produced measurable digital engagement from February through mid-July: "We have 22,000 active users, a 127,000 website events, and 42 seconds average engagement time on a website," she reported. She also summarized social media metrics (January–June), saying they recorded more than 10,000,000 views, reached 3,500,000 people and registered 44,000 engagements.
Shawfield described additional program metrics: a 'tap into local' pass with 445 holders and 170 redemptions as of her July update, about 18 participating businesses in the pass, and that roughly 37% of event visitors came from 10 miles away or further. Commissioners praised the campaign's regional partnership model; Mayor Rose and others in the audience were singled out for participation. Shawfield said staff will continue to build on the campaign and provide follow-up reports.
