The Challenge
Tourism Victoria, in conjunction with advertising agency
Publicis Mojo, developed The Red Thread promotion - a creative
online forum designed to unearth the unique and intriguing
experiences people have in Melbourne.
To ensure the promotion maximised on high traffic received by
the VisitVictoria website, Tourism Victoria wanted to develop a
function for users to upload their 'Red Thread' experience on this
site. The challenge for Next Digital was to develop an innovative
solution in a site running on Cold Fusion CMS.
The project's aim was to enable a simple and easy upload of
text, photos and videos. It also wanted to provide the option to
comment on other users threads and to become part of the 'Red
Thread' community.
The Results
Next Digital developed the user interface for the Red Thread
promotion.
Calling on the skills of our experienced programmers who can
merge old and new technologies, Next Digital was able to create the
forum with a moderation function which ran within Visit Victoria's
Cold Fusion based site.
More than 350 users have uploaded their 'Red Thread' experiences
and some of the most popular threads have received more than 3000
individual views.
Tourism Victoria has been pleased with the response and is
considering running similar promotions for international
markets.