Rebranding the "historic island city" / Ryan White, Cynthya Porter, Andrew Lamberson.

Format:

Book

Author/Creator:

White, Ryan, active 2021, author.

Porter, Cynthya, author.

Lamberson, Andrew, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Advertising--Tourism--Minnesota--Case studies.

Advertising.

Product management--Case studies.

Product management.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2021.

Summary:

Cynthya Porter started as the marketing specialist for Visit Winona, the Winona, Minnesota Convention and Visitors Bureau, in a difficult position. She inherited an outdated and ineffective brand positioning strategy that positioned Winona similarly to neighboring tourist destinations and targeted one tourist segment almost exclusively. In addition, the demographics of tourists, tourist preferences, the city of Winona, and competitive tourist destinations had changed considerably over the past decade. To be successful, Cynthya knew she would have to create a branding strategy that effectively communicated the new brand positioning of Winona-a small city with a historic downtown, outdoor recreation, scenery, and a revitalized arts and culture scene-within a dynamic and changing tourism environment and to new target markets.

Notes:

Description based on XML content.

ISBN:

1-0719-4512-2

9781071945124

OCLC:

1417358586