Work

Next Digital rolls out the thread for Tourism Victoria

Tourism Victoria is the State Government authority responsible for developing and marketing Victoria as a premium tourist destination for Australian and international travellers. To stimulate the visitor experience in Melbourne, Tourism Victoria developed an online promotion which encouraged people to use text, images and video to reveal hidden and special experiences of the world’s most liveable city.

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.