Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region
This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic resort. The name of the area? The Leisure Coast, centred on the industrial city of Wollongong, some 80 kilometers south of Sydney, Australia.
- This could also be of interest