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World Famous in New Zealand

In: Digital Wine

Author

Listed:
  • Tara Brabazon

    (Charles Sturt University)

  • Mick Winter

    (Charles Sturt University)

  • Bryn Gandy

    (New Zealand Public Service)

Abstract

Our final focus on Aotearoa/New Zealand is not accidental. New Zealand is not a minor player in the wine industry, nor is it insignificant in the international creative industries. Yet this success is recent and of a scale that has moved the industry into the ultra-premium branding. New Zealand has all the characteristics required for a successful QR-enabled campaign for international wine marketing.

Suggested Citation

  • Tara Brabazon & Mick Winter & Bryn Gandy, 2014. "World Famous in New Zealand," SpringerBriefs in Business, in: Digital Wine, edition 127, chapter 0, pages 99-106, Springer.
    • Handle: RePEc:spr:spbrcp:978-981-287-059-9_9
    DOI: 10.1007/978-981-287-059-9_9
    as

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