Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region

Date of publication: May 4, 1988

Abstract:

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.

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