The Tyrolean Alpine town combines tradition and lifestyle as a legendary sports hub. Kitzbühel’s previous brand image had become outdated. Therefore, the goal of the rebranding developed by Brandpulse was to significantly increase its attractiveness.
Millennials, now the largest and most important tourist group in the world, travel with a new set of values: The focus is no longer on possessions but on the desire for experiences (“Collect Moments, not Things”). The new currency for today’s and tomorrow’s younger tourists is the pursuit of adventures. Studies (e.g. Eventbright, Trustpulse April 2023, Pew Research Center “How young adulthood compares to previous generations”) show that around 70 percent of Millennials admit to the fear of missing out on something worth seeing.
To appeal to young target groups, according to the new brand strategy, Kitzbühel’s key to success is to shed its conservativeness and become a modern sporty lifestyle luxury brand – while preserving important traditional elements like the legendary Kitzbühel chamois and the color red. Based on these insights, Brandpulse developed Kitzbühel’s new brand promise, in line with the motto “YOUR TIME IS NOW” – don’t wait for tomorrow, but live today.
An analysis of competitors revealed that Alpine tourist destinations typically highlight their scenic landscapes and mountain panoramas. The new branding concept for Kitzbühel breaks this tradition and presents Kitzbühel as a lifestyle brand, comparable to a fashion brand. Moving away from the “interchangeable” nature focus, it shifts towards a lifestyle experience – young, cheeky, non-conformist, glamorous and internationally appealing.
Dr. Christian Harisch, Chairman of Kitzbühel Tourism
The traditional and conventional look and feel of the former Kitzbühel brand has given way to a modernized design: The color red remains the dominant design element and is extensively used across all brand appearances.
The previous logo, designed by renowned Kitzbühel artist Alfons Walde and around 80 years old, has been replaced with a striking, geometric grotesque font. With the implied “Ü” and the integration of the stylized chamois head, Kitzbühel now boasts a logo with strong impact and character.
The new imagery attracts attention with unconventional, fashion-orientated subjects. Sports, party and lifestyle scenes, along with traditional Kitzbühel themes like the chamois, traditional attire and lederhosen, are showcased in a bold, modern setting. The well-known fashion photographer Claudia Knoepfel was commissioned for the photo shoot.
Through this comprehensive rebranding, Brandpulse is repositioning Kitzbühel as a modern, sporty lifestyle and luxury brand that merges traditional values with the contemporary expectations of today’s tourists, thereby defining the future of Alpine tourism.
