Success in Place Branding: The Case of the Tourism Victoria Jigsaw Campaign

ABSTRACT

This article addresses issues of complexity in place branding by presenting a perspective of this concept from a theoretical as well as a practical perspective. The discussion addresses a gap in the literature in terms of studying long-term, successful place branding cases within a well-defined academic theoretical framework. The aim of this study is to develop the understanding of how a successful destination operates by applying S.K. Rainisto’s model as a framework from which to understand place branding through the use of an exemplary case study, namely the Tourism Victoria Jigsaw Campaign.

KEYWORDS:

• Place branding
• success factors
• Tourism Victoria Jigsaw Campaign
• case study

Additional information

Notes on contributors

Chiara Rinaldi

Chiara Rinaldi is Research Fellow in Department of Education, Cultural Heritage and Tourism, University of Macerata, Piazzale Bertelli 1, Macerata, 62100, Italy (E-mail: [email protected]).

Sue Beeton

Sue Beeton is Professor in Department of Marketing and Tourism and Hospitality, La Trobe Business School, Faculty of Business, Economics and Law, La Trobe University, Victoria 3086, Australia (E-mail: [email protected]).