Arosa, Lenzerheide And The Arosa Lenzerheide Ski Area Creating New Identities For Winter 2021/22

The two holiday regions of Arosa and Lenzerheide as well as the Arosa Lenzerheide ski area have been operating under the common brand Arosa Lenzerheide since the ski area connection in 2014. As part of a new brand strategy, three new brand worlds are being created for Arosa, Lenzerheide and the Arosa Lenzerheide ski area. The aim of the new brand architecture is differentiation and clear positioning, which nevertheless has a common thread and reflects the connection between Arosa and Lenzerheide.

After more than seven successful years using the dual brand Arosa Lenzerheide, the joint brand identity was analyzed and further developed. This taking into account the brand profiles and positioning of the two destinations. Arosa and Lenzerheide have different guest structures, offers and focuses in marketing. With the Arosa Bear Sanctuary, Arosa created a highlight that is unique in Switzerland. This is another summer lighthouse in addition to the popular all-inclusive offer, with which a comprehensive range of activities can be used free of charge from one overnight stay. Lenzerheide, on the other hand, made a name for itself primarily by hosting various World Cup events and strategically focused on the topic of mountain biking, which peaked with the launch of the Bike Kingdom. As before, the common denominator remains the Arosa Lenzerheide ski area.

By creating three new brand worlds, one for Arosa, one for Lenzerheide and one for the Arosa Lenzerheide ski area, the three different players can position themselves more clearly and differentiate themselves from one another. Nevertheless, the brand worlds are coordinated and harmonize as a whole from a single source. “In saturated markets, it is all the more important to be able to position yourself clearly and thus differentiate yourself. If you deviate from the usual in a positive and striking way, you will be noticed and remembered by the guests ”, says Marc Schlüssel, project manager of the new brand strategy of the Lenzerheide holiday region, with conviction. The new brands create trust and increase recognition.

Common path into the future

The advertising agency Creative Intelligence Society AG was involved in the strategy and design of the two brand worlds of the Arosa Lenzerheide ski area and the Lenzerheide holiday region, and the Küttel Laubacher advertising agency in the implementation of the style guide for the Arosa brand world. As before, the Lenzerheide holiday region will remain a brand partner of the graubünden brand. The further developed design of the graubünden brand offers Lenzerheide new scope for development and at the same time ensures that it belongs to the regional brand. The new image was therefore developed in close cooperation with the graubünden brand. The introduction of the three-brand strategy for the winter of 2021/22, taking into account the already existing joint summer brand Bike Kingdom, will be implemented by all managing directors of the four companies involved, Arosa Tourismus,

“It is important to bring the different strengths and positions of the two locations back to the fore. And to position the common product on the mountain, skiing / winter sports, in a more understandable way and to bring it to the guest. For guest orientation and to promote individual strengths, an independent appearance should be used again at the destination level. In this way, we at Arosa can specifically emphasize our brand strength. We want to continue to stand for our friendliness, warmth, quality and innovation. And at the same time preserve and strengthen the classic and idyllic mountain village with an excellent holiday experience. "

Roland Schuler, Tourism Director, Arosa Tourism said "The Arosa Lenzerheide ski area has been operated jointly and in partnership by Arosa Bergbahnen AG and Lenzerheide Bergbahnen AG since the Urdenbahn opened in January 2014. Go forward courageously and do more than is required. According to this motto, we have been working together across the mountain since day one to enable every guest to have an unforgettable mountain experience. Unique products, unforgettable experiences, high service quality, both online and offline, are our daily incentive to do even more for the Arosa Lenzerheide ski area than our guests expect from us. "

Philipp Holenstein, CEO Arosa Bergbahnen AG and Thomas Küng, CEO Lenzerheide Bergbahnen AG added "Lenzerheide wants to differentiate itself through the top performance of its top performers. These top performances, orchestrated into an overall experience, create the brand value. Lenzerheide is gaining in importance thanks to these top performances, always building on the pillars of the four strategic business areas of alpine snow sports, families, Nordic and biking. "

Arosa: versatile, sustainable, family-friendly

The family destination Arosa focuses on the four strategic cornerstones “Events”, “Snow sports”, “Summer leisure oasis” and “Service excellence”. The upswing in summer tourism is to be expanded and further developed. With the Arosa Bear Sanctuary and the extensive offers for family, hiking and biking experiences, a strong foundation has been created in recent years. With the destination-wide sustainability strategy “Arosa 2030”, the focus in future is to be placed more on the topic of sustainability with the respective ecological, economic and social aspects. With its commitment to animal welfare, Arosa has already taken a large, concrete and differentiating step towards holistic sustainability. Continuous awareness, collaboration, experience,

Lenzerheide: sporty, dynamic, innovative

The Lenzerheide holiday region has been working on four strategic business areas for over ten years: Alpine snow sports, families, Nordic and biking. A separate marketing concept is developed, budgeted and implemented for each of the four business areas for each financial year. This also includes the requirement to hold regular events with a strong communication effect. So it is no coincidence that Lenzerheide is still the only holiday region in Switzerland that regularly holds major international events in three (alpine skiing, cross-country skiing, mountain biking) and soon four (biathlon) sports. The guest structure is correspondingly sporty: Lenzerheide guests ski and cross-country skiing in winter, and in summer they can be found on the mountain on foot or by bike.

Two hearts - one ski area

The Arosa Lenzerheide ski area leaves nothing to be desired: 225 perfectly groomed kilometers of slopes that cater to every level of skiers and snowboarders, a large number of rustic mountain huts and après-ski bars, public and free children's areas and a beginner's area for the very little winter sports enthusiasts or four different snow parks Areas for action-packed hours. As the largest connected ski area in Graubünden and one of the largest ski areas in Switzerland, Arosa Lenzerheide offers the right experience for every guest. Away from the secured slopes, freeriders and ski tourers will also find their perfect descent. Almost 600 employees work with passion every day - regardless of whether their heart beats for Arosa or Lenzerheide - together over the mountain,



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