http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
the case of Northwest Territories' social media campaign
This case is designed to assess an awareness campaign created by the Northwest Territories (NWT) tourism marketing organization, known as NWT Tourism, to build engagement with their Spectacular NWT brand. NWT Tourism launched the Secrets campaign to coincide with Canada's 150th anniversary, featuring 150 Secrets of the Northwest Territories, posted daily via social media. At just past the campaign mid-point, the location of each Secret reveals certain patterns that, when used in combination with NWT Tourism's strategic objectives, consumer responses, and visitor trends over a five-year period, can be pieced together to evaluate the overall effectiveness of this social media campaign in Canada's north. Additionally, NWT Tourism's real-world campaign draws upon concepts in tourism and marketing such as destination brand and tourism destination image.
Originally published in : Lever, M. W., & Elliot, S. (2019). The northern likes: The case of Northwest Territories' social media campaign. Journal of Hospitality & Tourism Cases, 7(3), 37-46.
Includes bibliographical references and index.