{"id":34388,"date":"2025-07-09T08:57:39","date_gmt":"2025-07-09T06:57:39","guid":{"rendered":"https:\/\/www.wilde.de\/case\/kitzbuehel-tourism-rebranding\/"},"modified":"2026-01-13T17:38:01","modified_gmt":"2026-01-13T16:38:01","slug":"kitzbuehel-tourism-rebranding","status":"publish","type":"case","link":"https:\/\/www.wilde.de\/en\/case\/kitzbuehel-tourism-rebranding\/","title":{"rendered":"Kitzb\u00fchel Tourism | Rebranding"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Kitzb\u00fchel is internationally renowned for its impressive mountain scenery, first-class winter sports and unmistakable lifestyle.  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Initial situation &amp; objective<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Initiated by an intensive brand development process, the need to make the Kitzb\u00fchel brand fit for the future and attractive to young target groups became apparent in 2021. The result: a groundbreaking rebranding of the traditional Kitzb\u00fchel brand, which was developed in the strictest secrecy and presented in June 2024 with a brilliant relaunch event. As part of the rebranding, Wilde &amp; Partner was commissioned to develop and implement a stringent communication concept (B2B and B2C) for the relaunch.  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Rebranding strategy &amp; teaser campaign<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The new appearance of the destination brand sets new standards in Alpine destination marketing, is bold, brash and international and marks a paradigm shift in the brand appearance of the destination brand. Kitzb\u00fchel is the first destination ever to move away from the presentation of natural beauty and elements close to nature and instead focuses on a stylistic artificial design. The rebranding process was accompanied by a multi-stage teaser campaign. The special feature: no specific content was revealed until the very end. With the cryptic message &#8220;Something New is Coming &#8211; 20.06.2024&#8221;, the campaign consisting of social media communication, classic PR and live communication built up an impressive arc of suspense that captivated locals, tourism professionals, industry insiders and Kitzb\u00fchel fans alike.    <\/p>\n\n<p class=\"wp-block-paragraph\">The campaign caused a stir on social media as well as among tourism and marketing experts and generated a broad response among the local population and an international audience.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-1280x720.jpg\" alt=\"\" class=\"wp-image-33182\" srcset=\"https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-1280x720.jpg 1280w, https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-640x360.jpg 640w, https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-768x432.jpg 768w, https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-133x75.jpg 133w, https:\/\/www.wilde.de\/wp-content\/uploads\/2025\/07\/NEU_Kitzbuehel_Pressebilder_2-480x270.jpg 480w\" sizes=\"auto, (max-width:767px) 480px, (max-width:1280px) 100vw, 1280px\" \/><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\"><strong>Results &amp; reach<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The success of the campaign was not only reflected in the positive reactions of the target groups, but also in the extensive media coverage. Renowned magazines and platforms such as <em>Bunte<\/em>, <a href=\"https:\/\/meedia.de\/news\/beitrag\/2149-kitzbuehel-tourismus-praesentiert-ambitioniertes-rebranding.html\"><em>Meedia<\/em><\/a>, <em>W&amp;V,<\/em> <em>Horizont<\/em> and <em>Handelszeitung<\/em> as well as numerous international B2B and B2C publications reported extensively on Kitzb\u00fchel&#8217;s new brand image. Overall, the project achieved strong visibility with 65 print and online publications across the DACH region. With over 54 million contacts through campaigns and more than 87 million through editorial media coverage, the brand relaunch achieved an impressive reach.   <\/p>\n\n<p class=\"wp-block-paragraph\">Thanks to the strategic orientation and successful implementation of the brand relaunch, Kitzb\u00fchel positioned itself as a modern and attractive destination for a wide audience. Wilde &amp; Partner used targeted media work and strategic PR measures to ensure that the new brand image was recognized throughout the DACH region and beyond. <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Awards<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">In 2025, Kitzb\u00fchel Tourismus also received the German Brand Award in the category &#8220;Excellence in Brand Strategy and Creation &#8211; Brand Design &#8211; Corporate Brand&#8221; and the German Design Award for excellent design quality for its new branding.<\/p>\n","protected":false},"author":2,"featured_media":31208,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"class_list":["post-34388","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kitzb\u00fchel Tourism | Rebranding - Wilde &amp; Partner<\/title>\n<meta name=\"description\" content=\"How Kitzb\u00fchel set new standards in alpine destination marketing with a bold rebranding and an exciting communication campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wilde.de\/en\/case\/kitzbuehel-tourism-rebranding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kitzb\u00fchel Tourism | Rebranding - Wilde &amp; 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