Kitzbühel, one of the most exclusive winter sports locations in the Alps, has undergone a thorough makeover to better appeal to a younger, more energetic audience. The Brandpulse-led rebranding campaign aims to update the iconic image of the Tyrolean Alpine town by balancing tradition with a modern, active lifestyle.
Renowned for its rich history and status as a premier sports destination, Kitzbühel realized it needed to change its identity to remain relevant in the rapidly evolving travel industry. Although still appreciated, the old brand image had become outdated and did not align well with the values and preferences of modern tourists.
Brandpulse’s rebranding approach aims to attract Millennials, the largest and most influential traveler demographic worldwide. This group values unique experiences over material possessions. Studies from sources including Eventbrite, Trustpulse, and the Pew Research Center indicate that approximately 70% of Millennials fear missing out on important events, highlighting the need for engaging, memorable activities.
The rebranding highlights a shift into a contemporary sports lifestyle luxury brand to appeal to this market. Key classic components, like the recognizable chamois and the distinctive red color, are retained in the new brand strategy but reinterpreted in a modern and creative way. The new tagline, “YOUR TIME IS NOW,” perfectly captures living in the present and seizing opportunities for luxury and adventure.
Examining rival branding in the Alpine travel industry was a crucial part of the rebranding process. Most locations highlight picturesque vistas and mountainous terrain. In contrast to this approach, Kitzbühel’s new identity positions itself as an upscale lifestyle brand comparable to a fashion label. This shift focuses on a glamorous, non-conformist, youthful, daring, and globally appealing lifestyle.
Several essential components visually represent the redesigned brand:
- Typography and Logo: The iconic chamois, a symbol of the town’s rich history, remains in the logo but has been updated with a leaner, more dynamic appearance. The sleek, contemporary typeface contrasts with the historic features, signifying the fusion of the old and the new.
- Color Scheme: Red remains the primary color, paying homage to the past, but is now used more prominently. A vibrant color scheme reflects the excitement and liveliness of the location.
- Visual Imagery: Instead of focusing on the businesses’ usual nature-centric theme of Alpine businesses, the new imagery highlights the town’s vibrant lifestyle and distinctive activities. Photos and videos capture lively events, energetic activities, a multicultural ambiance, and beautiful scenery.
- Marketing Materials: The new concept is reflected in attractive, high-quality marketing materials highlighting exclusivity and adventure. Digital content, advertisements, and brochures are designed for younger audiences seeking luxury and excitement.
- Website and Digital Presence: The town’s online presence has been completely redesigned to keep with its new brand identity. The website showcases the town’s offerings with an easy-to-use, user-friendly design, captivating content, and rich imagery. Social media platforms promote the new image by generating buzz and engaging with the target audience.
The rebranding includes the complete visitor experience, which goes beyond visuals. Kitzbühel aims to live up to its brand promise by improving its products and ensuring every encounter reflects its new brand. This includes remodeled spaces, invitation-only events, and personalized services designed to suit the tastes of contemporary luxury travelers.
In summary, Kitzbühel has significantly changed its marketing approach by rebranding itself as a sporty luxury lifestyle brand. The modern, daring image aims to attract a new generation of tourists while paying homage to its rich history. With its new image, Kitzbühel is positioned as a leading leisure resort and winter sports destination, drawing discerning guests worldwide.
