Rebranding the "historic island city" /
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 She inherited an outdated and ineffective brand positioning strategy that positioned Winona similarly to neighboring tourist destinations and targeted o...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Society for Case Research,
2021.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| 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 She inherited an outdated and ineffective brand positioning strategy that positioned Winona similarly to neighboring tourist destinations and targeted one tourist segment almost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. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071945124 1071945122 |