Kitzbühel Tourism is redefining the future of Alpine destination marketing
Kitzbuhel (OTS) – A classic reinvents itself. Known for its traditional history, Kitzbühel Tourism presented the destination brand’s comprehensive new appearance on June 20, 2024 and sets new standards in Alpine destination marketing. During the event, the whole of Kitzbühel was rebranded overnight in an unprecedented guerrilla operation and now welcomes guests and locals with a new look.
What happens to the chamois?
There have been rumors in Kitzbühel for weeks. What happens to the chamois? Where will the launch event take place and what does Kitzbühel Tourism plan to do? Never before has there been so much and so intense talk about a relaunch event as at the one organized by Kitzbühel Tourism. No wonder, since the logo and chamois have not been changed for over 50 years. Suddenly everything seemed possible, every day there was a new rumor and there was a lot of discussion at the regulars’ tables. Especially because nothing was revealed until the very end.
„Something NEW is Coming“ – aber was?
For a few weeks now, there have been regular references to June 20th in Kitzbühel and on social media with the words “Something NEW is Coming”. A little later, promising video snippets on selected social media channels conveyed the same message. The campaign was also accompanied by regular newsletters to partners, service providers and B2C newsletter subscribers. Your own landing page new.kitzbuehel.com bundles all content and information. What topic it was about and what was supposed to happen on June 20, 2024 was not revealed until recently.
The secret is revealed
The highlight of the campaign was the big relaunch event on the evening of June 20th in downtown Kitzbühel. Under the motto “From Tradition to Transition”, over 400 guests were treated to an energetic show in the construction site of the Hotel zur Tenne. With Arabella Kiesbauer as moderator, chairman Dr. Christian Harisch not only the new brand identity. Rosi Schipflinger underlined the motto of the evening with her performance of “Kitzbühel mein Augenstern” as a modern remix and, together with DJ Marvin Aloys, thrilled the audience. The member companies of Kitzbühel Tourism as well as partners and tourism professionals played a special role here. As part of the personal invitation, you were given a puzzle piece in advance as an entry ticket. Put together on a large board on the evening of the event, the puzzle pieces gradually formed the new Kitzbühel logo. “This small gesture is more than just pure symbolism”
says Dr. Viktoria Veider-Walser. “Kitzbühel and everything it stands for thrives on what our hoteliers, service providers and local partners make possible every day. Your passion for the chamois town makes Kitzbühel what it is and our brand what it stands for.”
Veider-Walser continued.
Paradigm shift marks pioneering role in destination marketing
Bold, cheeky and international: Kitzbühel’s new corporate design appears to be in the design of a fashion brand and marks a paradigm shift in the brand image of a destination brand. Kitzbühel is the first destination ever to move away from the representation of natural beauty and natural elements and instead relies on stylistic artificial design. The new visual style with striking, futuristic imagery is not only innovative, but also clearly marks Kitzbühel’s pioneering role in destination marketing.
“With the rebranding of the Kitzbühel brand, we are redefining the future of alpine tourism. We are responsible for a unique tourist environment and want to use new, future-oriented concepts to inspire guests and locals for nature, sport and tradition and to set ourselves apart from the competition in the long term.”
, explains Kitzbühel Tourism Chairman Dr. Christian Harisch is enthusiastic after the launch event.
Dr. Viktoria Veider-Walser, Managing Director of Kitzbühel Tourism, assesses the relevance of the relaunch: “A brand is more than a logo. It is a central instrument that provides structure and creates clarity. The Kitzbühel brand looks back on a long tradition and is deeply anchored in the city’s history. The central element was and is the chamois – it has a strong external impact, great recognition value and embodies our identity. Nevertheless, prompted by large-scale surveys on brand perception, we saw the need to make the Kitzbühel brand fit for the future. Our primary aim was to pay respect to history and tradition while at the same time creating space for something new.”
With the redesign, the classic features of the Kitzbühel brand were brought into an international and future-proof, groundbreaking implementation. Furthermore, authenticity, excellence, progressiveness and pioneering spirit, but also joy of life and sport are the focus of brand communication, which is aimed at a demanding target group with a high affinity for enjoyment and excellence in all facets – be it in sport, culinary, beauty & wellness or culture.
With “Your Time is NOW”, i.e. living in the here and now, you move away from classic claims towards a message that addresses the needs of the target group and positions Kitzbühel as an experience brand. A high-impact, geometric grotesque font also characterizes the new brand identity.
Brandpulse AG from Zurich was primarily responsible for creating the new design, supported by a creative network.
All information about the Kitzbühel destination can be found here kitzbuehel.com
Questions & Contact:
Mag. (FH) Anna Lena Obermoser, MA
Tel. +43 5356 66660 – 16
a.obermoser@kitzbuehel.com