Gastein Lift Co Gets German Brand Award
The comprehensive 360° brand relaunch of the Gastein Bergbahnen represents a new beginning, a new direction, and emotional appeal. At its core are a modern logo, a new visual world with aspirational value, and an emotional claim. The logo combines clarity and recognition and symbolizes the new world of offerings in the Gastein Valley: from dream destinations in the mountains to HERO Slopes such as the "Infinity Loop" and "Die Nord" (with 1,440 vertical meters, the longest run in Salzburg and the eighth-longest in Austria) to "Skigastein Connects," an expression of a connected tourist experience in the valley. This ongoing transformation is increasingly supported by modern storytelling, unique key visuals, and targeted media work. Winning the renowned German Brand Award reinforces this bold step.
The Gastein cable cars are among the big winners of the German Brand Awards 2025. The expert jury honored the company's pioneering dual-brand strategy with the award in the "Excellent Brands Tourism and Gastronomy" category. The new Skigastein logo and the established cable car logo stand side by side, symbolizing a comprehensive tourist experience combining down-to-earth connection to nature, state-of-the-art cable car technology, and lived sustainability.
Two-brand strategy for more dynamism
The first step was to initiate a dual-brand strategy for greater dynamism and recognition. The Gasteiner Bergbahnen logo will be used for corporate communications, while the "Skigastein" logo will be used for all tourism and guest-oriented communications. The goal was to strengthen innovation while preserving traditions. "Our strategy was clear: We wanted to not only strengthen our brand position through targeted communications measures, but also establish 'Skigastein' as a top ski resort in Alpine tourism," explains Markus Papai, Head of Marketing and Communications at Gasteiner Bergbahnen, explaining the strategic background.
Based on these strategic considerations, the Skigastein brand was strengthened in autumn 2024 with its own logo, the striking slogan "Moments that last," and an emotionally charged visual language. Markus Papai is particularly proud that the entire brand relaunch was conceived and implemented within his own team. The Moodley agency was commissioned to design the logo, and Gastein graphic designer Kerstin Geiblinger (KEAdesign) supported the creative implementation and dynamic integration into the cable car company's corporate identity. "With the new branding, we're reaching people at home and reinforcing their desire to experience Gastein. In this way, we accompany guests from the initial digital contact to the real experience when the wind blows in their faces on the slopes," emphasizes the Head of Marketing for Gastein Cable Cars.
Jury: “Multifaceted Communication” and “Sustainable Bonding”
The jury of the German Brand Awards praised the successful positioning: "With 'Skigastein,' the Gastein cable cars succeed in combining tradition and modernity in an impressive way." And they continued: "The multifaceted communication – from emotional campaigns to target group-specific measures – creates a lasting bond."
"The German Brand Award is an important recognition for us. With our dual-brand strategy, we have embarked on a completely new path to reach additional target groups. At the same time, we wanted to show our regular guests that our reliability and trustworthy service will remain unchanged in the future. We have clearly achieved both," says Markus Papai happily.
The ongoing development of our own brand is a key component of the Gasteiner Bergbahnen's recipe for success. "We always want to be at the cutting edge and are constantly evolving our touchpoints, especially in the digital realm. The campaign alone provides a strong digital presence via social media, Google Ads, and influencer collaborations. But we're thinking outside the box when it comes to branding: From the digital ski pass with dynamic daily prices to the innovative recruiting app – we live innovation for our guests and employees alike," says Papai, describing the company's modern brand philosophy.
1,500 submissions from eleven countries
The German Brand Award, presented by the German Design Council, occupies a special position among the numerous awards received by the Gastein cable cars. To date, expert and public votes have primarily recognized the quality of the company's tourism offerings: from the variety of slopes and family-friendliness to environmental sustainability. The German Brand Award also recognizes criteria such as brand quality, brand management, and design and impact. The award is the first marketing recognition for the successful cable car company.
The German Brand Award has been presented annually since 2016. This year, the German Design Council received more than 1,500 submissions from eleven countries. A 20-member jury, including renowned marketing experts, decided on the awards.
"We applied for the German Brand Award to receive professional feedback on our dual-brand strategy. The fact that this feedback was so positive is a wonderful endorsement of our overall concept and our new communications approach," says Andreas Innerhofer, CEO of Gasteiner Bergbahnen AG.
