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Global reach for Visit County Durham’s 3D app

An innovative app allowing users to create their own virtual light projection video on a 3D render of Durham Cathedral has achieved global success, with users in every continent across the world.

Created by Gateshead creative agency r//evolution marketing for Visit Country Durham’s Lumiere event, the Virtual Lumiere app went global in just two hours after launching online last Tuesday.

The site has since been visited 1,500 times with videos created in America; Russia; Saudi Arabia; UAE; Uruguay; France; Spain; Germany; Belgium; Singapore; Australia; Canada; Italy; Sweden; India; Turkey; Greece; Ireland; Netherlands; Switzerland; Czech Republic; Hong Kong; Japan; Malaysia; Portugal; Taiwan, China; the Ukraine and the UK.

Users of the app pick ten images to project onto the 3D cathedral render from a bank of over 70 iconic images, including artwork from previous Lumiere festivals; colourful ‘stained glass’ art from Twist Design; and artworks of famous Durham landmarks.

These are dropped into a sequence and effects chosen for each image from a choice of eight. Users then pick a soundtrack from a choice of six to accompany the overall piece, from rock or classical to electro music. The app takes just minutes to create and the finished sequence lasts a total of 1minute, 39 seconds, with the most popular creations forming a gallery on the app website.

The app was developed with social sharing in mind, incorporating functionality that allows user’s videos to easily be liked and shared across social media channels such as Facebook, Twitter and Google+. This has helped it to reach so many countries in such a short space of time – with no spend on advertising.

Head of Digital at r//evolution, Adam Blenkinsop said: “The reach of Virtual Lumiere is testament to the power of social media in getting a message out to a huge audience without relying on big advertising budgets.”

Incredibly simple and fun to use and with a choice of over 70 images, eight movement options per image and six soundtracks available, the possible combinations are almost endless, meaning each creation of Virtual Lumiere will almost certainly be unique.

r//evolution marketing has a strong track record producing innovative, integrated campaigns for tourism and destination brands across the UK including VisitArran, Hadrian’s Wall Trust and Vindolanda, and The Virtual Lumiere Experience is indicative of an emerging level of sophistication in UK destination marketing of which r//evolution and Visit County Durham are leading the way.

Head of Digital at r//evolution Adam Blenkinsop; “We wanted to provide a savvy marketing tool for Visit County Durham to promote the offer of Durham and Lumiere to a wider audience through the reach of social media.

“To the best of our knowledge this is the first app of its type produced for any UK destination and we hope that it will help position Durham as a leader in innovate destination marketing”.

Destination management agency Visit County Durham secured funding for the app project with a grant through Arts Council England. Melanie Sensicle, chief executive Visit County Durham said; “We are excited to be able to bring Lumiere in to the digital realm in such a fun way. Over the four dazzling days of Lumiere social media and digital activity certainly spikes, so we hope that this web app, inspired by the very popular Crown of Light artwork, will help the event go viral even before the installations appear in the city.