Oberstdorf/Kleinwalsertal, May 2017 – Since the beginning of the month, the cable cars in the Oberstdorf/Kleinwalsertal region have been presenting themselves to the public under a new name: With OBERSTDORF • KLEINWALSERTAL BERGBAHNEN, the management is opting for a catchy and clearly understandable brand name. This also marks the end of the long-standing headline "Das Höchste" (The Highest). The renaming is just the beginning of a holistic branding process that will be implemented step by step by the end of the year.
Firmly anchored in the region
Triggered by the merger to form the ski lift company links der Breitach last year, a joint strategy process has begun. Utilizing the economic unit for optimized marketing was the next logical step. "Our previous name, 'Das Höchste', no longer fully reflects our strategy. We have embarked on a new path, which will be made visible externally through the renaming," explain Dr. Andreas Gapp and Augustin Kröll, CEOs of Kleinwalsertaler Bergbahn AG. In close collaboration with representatives of the Nebelhorn and Söllereckbahn lifts, the idea for the new brand identity was developed: a name that expresses what we do and represents strong regional roots. "We are an association of mountain railways in the Oberstdorf/Kleinwalsertal region. As such, we can also present ourselves confidently to the outside world," explains Andreas Gapp, explaining the move away from the previous artificial name, which emerged from the merger of the Nebelhorn and Fellhorn lifts in 1995.
Unity without standardization
The central point of the branding process is the effort to create a strategic unity without standardization. The individual partners under the new umbrella brand have and will retain their own identities. "It is important to all of us to remain true to ourselves. Every mountain has its own character, and we will not compromise it. From a communications perspective, however, there are numerous advantages to presenting ourselves as a unified brand to the outside world, OBERSTDORF • KLEINWALSERTAL BERGBAHNEN," explains Augustin Kröll. The new umbrella brand offers more space to tell stories from the region and is intended to emphasize that the company sees itself as an integral part of life in Kleinwalsertal and Oberstdorf. This effect will be reinforced by the steps still to come. The changed name will be followed in the fall by an innovative logo, which will replace the four colored bars and complete the branding process. Visually, the company also chose a symbolism that suits the region.
Into autumn with a new logo
Those responsible are not yet revealing further details about the visual components. In September, they will present the logo and thus the overall picture of the repositioning at a specially organized festival. "It is very important to us that we involve the people in the region and have their support. That's why we want to celebrate our new brand identity with everyone," says Andreas Gapp. In the long term, OBERSTDORF • KLEINWALSERTAL BERGBAHNEN expects that the innovations and the associated communication will have a positive impact on tourism in the region.
www.ok-bergbahnen.com
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For further information:
Jörn Homburg
Public Relations
Fellhornbahn GmbH, Faistenoy 10, D-87561 Oberstdorf Phone (Germany): +49 (0) 8322 / 9600-3310
Nebelhornbahn-AG, Nebelhornstraße 67, D-87561 Oberstdorf (Austria): +43 (0) 5517 / 5274-3310
Kleinwalsertaler Bergbahn AG, Walserstraße 77, A-6991 Riezlern
Skiliftgesellschaft links der Breitach GmbH & Co KG,
Walserstr. 77, A-6991 Riezlern Email: j.homburg@ok-bergbahnen.com
