Marketing & Digital Performance
The 2024 marketing and digital performance efforts delivered strong results, driving engagement, increasing visibility, and expanding our reach across key channels.
Website sessions saw consistent growth after the mid-March website relaunch, with notable increases in late spring and fall. Organic traffic remained the top driver of website visitors, supported by robust search and direct traffic contributions. Social media engagement grew steadily, with Facebook reach seeing a remarkable organic surge, while Instagram and TikTok continued their upward trend. Our newsletter audience remained highly engaged, increasing both opens and clicks.
Key marketing campaigns, including our brand awareness initiative, exceeded goals for reach, requests for information, and streaming views. Additionally, influencer partnerships played a strategic role in audience engagement and content generation, resulting in valuable assets for future promotions. Overall, 2024 showcased a strong return on investment in digital marketing, reinforcing our brand presence and setting the stage for continued success.
Website Traffic
Website traffic saw a slight dip in early 2024, likely due to the transition period surrounding the mid-March website relaunch. However, following the launch, sessions steadily increased, with significant year-over-year growth from April through December, indicating strong user engagement and successful digital marketing efforts.
Organic and search traffic accounted for the majority of website visitors, highlighting strong SEO performance and high search intent among users. Direct traffic and social media played supporting roles, while referral and email contributed smaller but valuable portions to overall engagement.
Social Media
Social media followers grew consistently across all platforms, with Facebook and Instagram seeing steady increases, while TikTok experienced the highest percentage growth. This upward trend reflects ongoing audience interest and effective content strategies that continue to attract new followers.
Facebook reach experienced a remarkable increase in 2024, growing significantly from the previous year, suggesting successful content amplification and higher engagement. Instagram’s reach also saw moderate growth, reflecting consistent visibility and audience connection with the platform's content.
E-Newsletter Marketing
Newsletter performance showed strong growth in 2024, with a significant increase in both opens and clicks compared to the previous year. This growth indicates improved audience engagement and the effectiveness of the content in driving user interaction.
Brand Awareness Campaign Results
The Brand Awareness campaign significantly exceeded its goals, with reach more than double the target, reflecting highly effective audience engagement. Additionally, requests for information and streaming views both surpassed their respective goals, indicating strong campaign performance and a high return on investment.
Influencer Marketing
In 2024, influencer partnerships were strategically focused on expanding reach and generating valuable content for future promotions. By collaborating with 34 content creators, we were able to showcase 110 local businesses through curated itineraries and high-quality visuals.