The realities of tourism and six villages
The Alta Badia region in South Tyrol recognised early on that it would be worthwhile marketing its six villages under one brand. By 2017, it had built up a strong position, particularly on the Italian domestic market. In the process, two events established themselves as major visitor magnets: Maratona dles Dolomites and the Ski World Cup race on the Gran Risa.
Sustainable positioning plus management
Despite the favourable geographical conditions, Alta Badia faces tough competition from other Alpine regions. In order to maintain and expand its appeal, the destination needed clarity about its self-image and the role(s) of its tourist attractions.
Their strengths should be optimally bundled so that the attractiveness of the entire destination increases and everyone involved benefits. However, an intelligent brand architecture must ensure that the individual strengths are not sacrificed to the overall objective.
Shared values and a vision for all
In a participatory process with those responsible and service providers, the common set of values, the DNA of Alta Badia, was worked out. There was a clear overlap between the values of the region and those of the two major events.
This clarity made it possible to develop a common vision that positions the region in a credible, attractive and differentiating way. In addition, the two events can also relate to each other. In this way, mutual support could be realised.
Joining forces
The strong will to develop the region together was the basis for an agreement between the tourism associations of Alta Badia, the Ski World Cup, the Maratona dles Dolomites and the cable car company of Alta Badia: they created the Alta Badia Brand organisation in order to manage the brand in a unified way. In addition, the tourism associations merged to form a joint tourism association, which is now a co-operative for all six villages.
With the value framework and positioning, the Alta Badia brand is not only sharpening its profile for marketing, but is also pursuing a clear direction in product development. In addition, new key themes, such as sustainability, are being developed from within the brand, which ensures a high level of specificity and credibility.
The contact persons for this project
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