SAINT ELMO'S Tourism Marketing has developed a new communication presence for Sölden Tourism. The task was to consistently transport the strategic brand development of the location: from the hotspot in the Alps to a real melting pot.
Young, open to new things, calm and authenticity. That's the attitude of the community in the Ötztal. The communication concept takes up this independent character and transfers it to the campaign. That's how Sölden became "SLDN - a state of mind", following the example of trendy international metropolises and their abbreviations such as NYC, LDN or IBZ. This idea continues at a visual level. The bold, specially developed illustration style offers the opportunity to combine different topics under one look.
The campaign launched in nine markets across Europe in the 2018/2019 winter season in out-of-home, online, special-interest titles and innovative advertising formats such as programmatic digital out-of-home and location-based marketing with special mobile advertising.