Kitzbühel Tourism: Bringing the Brand Relaunch to International Media

The Goal

Kitzbühel is internationally renowned for its stunning mountain landscapes, world-class winter sports, and unmistakable lifestyle. To modernize this image and make it more appealing to a younger audience, Kitzbühel Tourism enlisted Wilde & Partner for a comprehensive brand relaunch. The aim was to preserve the brand’s historic heritage while introducing a fresh, forward-looking perspective.

The Campaign

On June 20, 2024, Kitzbühel officially unveiled its new brand identity. Wilde & Partner spearheaded a multi-phase teaser campaign to generate excitement leading up to the event. Under the tagline “Something New is Coming”, the campaign kept the rebranding details under wraps, building anticipation. The strategy ignited conversations across social media, among tourism and marketing experts, and within the local community, as well as with an international audience.

The campaign’s success was evident not only in the overwhelmingly positive reactions from target groups but also in extensive media coverage. Renowned publications such as Bunte, Meedia, and Horizont, along with numerous international B2B and B2C outlets, extensively reported on the new branding. The initiative secured over 65 media placements, establishing a strong presence across print and online channels while effectively introducing the rebrand to a wide audience.

Additionally, the teaser campaign achieved impressive social media reach. Thousands of interactions and shared content highlighted the resonance of the new branding with both loyal Kitzbühel enthusiasts and younger demographics. Using the hashtag #NewKitzbühel, themes like adventure, exclusivity, and tradition were widely shared, perfectly encapsulating the essence of the new brand identity and delivering a clear message to potential visitors.

The Result

Thanks to strategic planning and the successful execution of the brand relaunch, Kitzbühel positioned itself as a modern and appealing destination for a diverse audience. Wilde & Partner ensured the new brand identity was recognized throughout the DACH region and beyond through targeted media outreach, social engagement, and strategic PR initiatives.
Today, Kitzbühel stands as a brand that seamlessly blends tradition and innovation. Extensive media coverage and a robust online presence solidified the success of the rebranding, preparing Kitzbühel to attract a new generation of travelers and winter sports enthusiasts.