129-150

Research papers

• Otjen, Agnes

The Beartooth Nature Center (BNC) is Montana’s premier wildlife educationrefuge. Home to over seventy wild animals unable to be returned to their naturalenvironments after accidents or abandonment, the BNC houses mountain lions,bears, moose, bobcats, and a variety of large birds. Located in Red lodge,Montana, the northern gateway to the world- renowned Yellowstone NationalPark, the BNC is in a unique position to create greater awareness of importantecological and wilderness sustainability issues for. Primarily funded throughdonations from tourists and local residents, effective branding and marketing arecrucial for its survival. This article presents a 2011 student-driven branddevelopment and marketing campaign designed to create greater visibility andname recognition for the BNC. Using contemporary theories which emphasizethe importance of including all stakeholders in the branding process, studentscreated a brand-positioning television and targeted collateral campaign. As aresult of this campaign, attendance at the BNC doubled the following summer.This case study confirms that bringing multiple stakeholders into the brandingprocess is a highly effective way to create a powerful message for eco-touristdestinations.

• Other social sciences
• Economics and Business

• Τουρισμός
• Business management
• Commerce

positioning and promotion campaign, stakeholders, destination branding, eco-tourism, wilderness sustainability

Περιέχει σχήματα, πίνακες και βιβλιογραφία, Ειδικό αφιέρωμα: Tourism destination marketing & management

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