As one of the best-known alpine vacation destinations in Switzerland, Davos Klosters offers a wide range of vacation and sports activities as well as conference services. Just like many other tourism regions, they had to face the challenge of distinctly positioning its brand within the competitive environment with a powerful brand promise.
In close cooperation with the Davos Destinations Organisation, service providers and authorities were involved in the development of the brand strategy and the positioning. Decisions concerning the brand strategy were based on extensive analyses of the competitors as well as the needs of the various target groups.
The process resulted in a concise and differentiated positioning: Davos Klosters is the only provider of wide-ranging sports activities within a health-promoting mountain landscape. There is no other destination within the Alps that can compete with the diverse sports offer and the infrastructure for both summer and winter activities.
With the goal of making the new strategy visible to all stakeholders and simultaneously increasing the attractiveness, Brandpulse revised the appearance of the brand. The new positioning and the new brand promise are also communicated through a new logo. For this reason, the old logo which goes back to the 1980s was revised in an evolutionary manner. At the same time, the congruence between the positioning of the two destinations Davos and Klosters is guaranteed by the new destination brand.
The claim “Sports Unlimited” supports the strong, homogeneous brand presentation by creating a holistic customer experience. The concept is consistently implemented within all areas, from Digital and Print to Out-of-home and Environmental Design. With its extensive performance promise, the brand sets a new tourism branding benchmark for the entire region.
Südostschweiz: Touristische Neubelebung
