Google Webpick of the week

Posted by OCVA / February 10, 2009

01.30.09

Oregon Coast Visitors Association

Travel/Tourism, Consumer

Wieden+Kennedy’s “The People’s Coast” campaign, that reinterpreted the Oregon Coast as The People’s Coast, prompted this recent site launch of the Oregon Coast Visitors Association.

The dynamic presentation consists of Flash photo galleries, Google mapping and a portal for statewide data sources that highlight places to stay and things to do. It translates extensive information into inspiration, urging people to get off their computers and hit the road.

The entire focus of the navigation interface is to answer queries by way of sensible-sounding section heads (Where To Stay, What To Do, Cities on the Coast) and to supplement “answers” with crosslinking to supplemental, relevant content. Additionally, a map of the coastline allows for quick navigation to each of the major cities and in the What to Do and Cities on The Coast sections, photos act as a primary navigation device.

Based on the campaign concept, the Stories from the People’s Coast section is populated by visitor-submitted stories of their travel experiences; they not only provide authenticity and third-person perspectives of the Oregon Coast, but offer-up a social aspect. In addition, the site implements photos from Flickr (covered under the Creative Commons license on the OCVA site) taken by visitors during their coastal excursions. Both create galleries of content that offer unique and personalized travel stories.

• Flash elements utilize lightweight XML files to ensure quick load times and all external data sources are stored locally to avoid any lag from third parties.

• Implementing photos supplied by Flickr required scanning Flickr records for existing tags, to see how those matched-up with the tags used to channel content on the Oregon Coast site, and implementing a middle-tier where additional tags could be added to insure that photos showed up in the right places.

• Currently there are 860 photos in the photo gallery that is used across site sections.

• Since launch in August, there have been over 80,000 visitors to the site. Equally important, visitor engagement is over six minutes per visitor, a dramatic increase over previous metrics.

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