webpick of the week
Winter in Tennessee is the latest seasonal website promoting the myriad attractions and event options in Tennessee. For 2012, the focus was on the rich and varied experiences Tennessee has to offer to lovers of music, heritage and culture. Traditionally, the state focuses on females, 25-44 as either being the travel planners or final decision makers in a family but the audience for Tennessee is expansive—millennials to baby-boomers can connect and enjoy different and authentic aspects of Tennessee depending on their needs or interests. Outdoors, history, culture, entertainment.
• The website took 3 months to complete including the motion and editing work on the video segments for Music Voyager section. In total about 3 designers, 3 writers, 1 motion designer and 2 developers were involved. Two beautiful typefaces by Jessica Hische were also used in the design; Buttermilk and Snowflake.
• Winter in Tennessee features some parallax magic on the front-end to elevate the presentation of the curated attraction and event options. Attractions and events were categorized into 3 groups (music, heritage, culture) to simplify the browsing experience. Selecting a tile or feature prompts a pop-up to provide additional information on the event or tourism partner. Footage from a statewide indie music initiative was cut and assembled with some original motion design work for the intro to create 28 video segments. These segments feature local musicians playing in local venues or spaces. Finally, a seasonal contest accompanies the website and provides an additional platform for social interaction through the season.
• Since the launch the website has received over 20,000 unique visitors and eclipsed the year-to-year performance of last year's site even though the contest portion was released late. Once launched the site saw a 215% increase month over month on traffic. The music voyager section has received critical praise, many of the video segment and interviews have received hundreds of views on TNVacation's Youtube channel and the videos have remained popular sharing items on TN social.