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Social Medias, such as YouTube and Facebook promotion was done by uploading various video trailers such as the Lumiere trailer which had 90% views from United Kingdom. Promotion was also done through forwarding emails to various recipients. Additional promotion was sent out via local newspapers, universities or through agencies. The graph below shows social media visits by country.
United Kingdom recorded the highest number of website visitors at 92%. Most of the website visitors originated from Europe. Newcastle upon Tyne city in United Kingdom had the highest number of visitors by location as shown in graph two.
A new website was constructed by ID media including mobile version sponsored by Visit Durham County. The new site was built to accommodate more content basically designed to amplify the visitors experience and also to allow those who failed to attend to attend the function in person to also enjoy the event. The content in the website included interviews with local artists and local historians. From July 08 2013 to December 08 2013 the site had received a total of 291,617 visits. With unique visits totaling 204,657 page views, 964,859 visit duration and 03:08 visit duration.
After public announcement, traffic to the website increased at an increasing rate from august 2013 to December 2013. After public announcement, total page visits was 122,535 with unique visitors totaling 87,432 page ,407,867 visit duration and 03:05 visit duration
On the opening date of the festival on 14 November 2013 the website traffic was 492. The high number was recorded because IKEA had sent out major email campaign to users which attracted 450 of the 492 visits.
The most popular viewed page in the website was the home page and tickets page. The Durham homepage had 200,000 page views and 160,000 unique page views. The tickets page views were 100,000 and 75,000 unique page views. 51.5% of these visits were accessed via a desktop, 29.6% from mobiles and 18.8% from
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