Case Study Two: VFR Campaign—Wander Geelong and the Bellarine (Australia)

Karen E. Sutherland () and Richie Barker ()
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Karen E. Sutherland: University of the Sunshine Coast
Richie Barker: Deakin University

Chapter Chapter 9 in Transmedia Brand Storytelling, 2023, pp 175-195 from Springer

Abstract: Abstract The second case study explored in Section 3 examines an Australian tourism campaign through a Transmedia branding lens. Wander Geelong and The Bellarine is an annual campaign delivered by the regional Victorian tourism body, Tourism Greater Geelong and the Bellarine (TGGATB) to increase local area knowledge and visitation from people living within the state of Victoria.

Date: 2023
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DOI: 10.1007/978-981-99-4001-1_9

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