Continuing its pioneering approach to consumer-generated content, we launched the fall playlists on visitpa.com. This promotion allowed users to create playlists of their favourite Pennsylvania attractions and events; users could also rate playlists and contribute photos, videos, and text to a multi-user playlist that emphasised the beauty of fall in Pennsylvania. By encouraging users to become adjunct marketers, ripple effects has established itself as a web 2.0 pioneer and significantly boosted visitpa.com's numbers. In August 2006, even before the playlist project merged with the fall campaign, visitpa.com had 570,558 visitors, a 60.3% increase over August 2005.