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Using mega events to brand tourist destinations: the case of the Formula One Canadian Grand Prix

Date:
September 23, 2013
Source:
Taylor & Francis
Summary:
Is it important to use mega events such as sports and festivals to brand territories aiming to increase revenue and touristic appeal? One study further investigates this using the Formula One Canadian Grand Prix as an example of how important territorial branding is.

Is it important to use mega events such as sports and festivals to brand territories aiming to increase revenue and touristic appeal? Territorial and touristic branding: urban history and the festive and economic perspectives of Montreal's Formula One Grand Prix, published in Loisir et Société / Society and Leisure further investigates this using the Formula One Canadian Grand Prix as an example of how important territorial branding is.

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This article researches the history of the Grand Prix, how it was used in an urban and touristic perspective, how it was absent in 2009, and why it returned in 2010.

The case study includes previous case studies, research and interviews with previous promoters, sports journalists and local stakeholders to demonstrate city branding, imagery and territorial marketing which concludes the importance of these factors to help to sell the city and its assets.


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The above story is based on materials provided by Taylor & Francis. Note: Materials may be edited for content and length.


Journal Reference:

  1. Sylvain Lefebvrea, Romain Roultb. Territorial and touristic branding: urban history and the festive and economic perspectives of Montreal's Formula One Grand Prix. Society and Leisure, September 2013 DOI: 10.1080/07053436.2013.805569

Cite This Page:

Taylor & Francis. "Using mega events to brand tourist destinations: the case of the Formula One Canadian Grand Prix." ScienceDaily. ScienceDaily, 23 September 2013. <www.sciencedaily.com/releases/2013/09/130923092753.htm>.
Taylor & Francis. (2013, September 23). Using mega events to brand tourist destinations: the case of the Formula One Canadian Grand Prix. ScienceDaily. Retrieved March 6, 2015 from www.sciencedaily.com/releases/2013/09/130923092753.htm
Taylor & Francis. "Using mega events to brand tourist destinations: the case of the Formula One Canadian Grand Prix." ScienceDaily. www.sciencedaily.com/releases/2013/09/130923092753.htm (accessed March 6, 2015).

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