Kitzbühel celebrates relaunch: This is how the trend destination conquers the Alps!

Kitzbühel celebrates relaunch: This is how the trend destination conquers the Alps!

Kitzbühel, Österreich - Kitzbühel Tourismus takes stock after a year of rebranding and presents impressive results. In June 2024, the marketing team around Dr. Viktoria Veider-Walser with a new strategic orientation that is based on the style of fashion brands. The relaunch, part of a brand formation process that has been running since 2021, aims to position Kitzbühel as modern, future -oriented destination, which also appeals to younger and urban target groups. According to Top Tirol, flashing central results from workshops and surveys in the new brand identity.

The start was a real hit: Under the motto "Something New Is Coming", the introduction began with a multi-stage teaser campaign. On June 20, 2024, the day of the summer solstice, the new design was celebrated at a large event, in which over 500 guests celebrated the fire restart in Kitzbühel. A nightly guerrilla campaign converted the city overnight and distributed 6,000 caps, shirts and other advertising materials.

range and user feedback

The result? A gigantic range: over 54 million people were reached by the campaign and the press releases ensured reporting that generated over 87 million contacts. Kitzbühel is now also advertised internationally, for example in cities such as London and Berlin and at Frankfurt Airport. Presseportal emphasizes that the feedback is extremely positive and the younger target groups were particularly tied to the brand.

Nevertheless, there were also critical voices: the legal negotiations on the original “Walde Gams”, a historical symbol of the brand, ran over three years, which was not without resistance from the population. A petition for the preservation of the "old gams" showed that not all Kitzbühelers agree to the new course. To clarify this, Kitzbühel Tourismus conducted two information writing and an open question and answer session.

success trends and awards

The first advertising efficiency measurements at the end of June 2024 still had promising results: the awareness of the brand increased noticeably and the brand binding and sympathy values ​​were increased, especially among younger people. With this positive development, the concept is also presented at international specialist events in order to further expand the range.

particularly remarkable: the relaunch was awarded the "German Design Award" in February 2025 and is also nominated for the "German Brand Award". The team around Dr. Veider-Walser does everything right when it comes to innovative approaches in alpine destination marketing-far beyond the borders of Austria. The successful implementation and positive response are proof that Kitzbühel is on the right track.