Travel Wisconsin Fall Color Report

Spreading Fall Color Across the Web

fall color report

The TravelWisconsin.com Fall Color Report is a great example of how you can create an opportunity for users to participate and share their own experiences. Ascedia redesigned the Fall Color Reports to be fully responsive, with inspiration and planning in mind. Our objectives included increased visits and engagement, as well as to capture user-submitted photos of fall color and encourage sharing.

Mobile Color Report

An Interactive Map Gets Social

Creating an interactive map that helped users find fall color around the state was a key feature of the application. We started with 70+ official reporters from around the state, who provided updated fall color reports at least once a week. But we wanted to encourage everyone to become a reporter by sharing their own color reports from the field with photos.

Visitors were encourage to submit a photo, relate it to a place, rate other user-submitted photos and share their activity on social networks. We built functionality into the content management system to allow admins to moderate and approve the photos. This allowed Wisconsin Tourism staff to curate the photos and share their selections throughout TravelWisconsin.com and social media.

results

Record-Breaking Results

The Travel Wisconsin Fall Color Report was a big hit. More than 200 photos were submitted the first year, leading us to add the same feature to the Snow Conditions Report. The Fall Color Report was the most shared TravelWisconsin.com URL in 2013 and by tracking usage with Google Analytics integration and event tracking, we captured the following results:

  • 1 million visits, up 39%
  • Mobile visits up 200%
  • Tablet visits up 139%
  • Desktop visits up 7%
  • 143,691 partner referrals
  • Top viewed page in Fall (September-November)
  • 626,398 pageviews, up 167%
  • Nearby content activity up 88%
  • 222 photos submitted
  • +5,600 pageviews for shared photos & reports
  • 970 social shares (Facebook, Pinterest, Twitter)
  • Most shared TravelWisconsin.com URL in 2013

The Fall Color Report was also recognized with four 2013 Communicator Awards, including:

  • 2013 Communicator Gold Award of Excellence – Homepage 
  • 2013 Communicator Gold Award of Excellence – Structure & Navigation
  • 2013 Communicator Gold Award of Excellence – Visual Appeal
  • 2013 Communicator Silver Award of Distinction – Government

The TravelWisconsin.com Fall Color Report is updated weekly between September and October each year.