A destination with its own attitude?

This question can clearly be answered with a loud “YES”.

Sölden, the hotspot of the Alps, is a conurbation of tourist diversity. The central message of the new brand communication is the strategic further development of the brand from a "hotspot" to a "melting pot". A place that combines different extremes and appeals to cosmopolitan people. The new claim sums up this attitude: SLDN. A STATE OF MIND.

Connected in spirit with cities like London (LDN) or New York (NYC). The spelling follows this (international) convention: SLDN

The look of communication differs significantly from other destinations. The illustration style specially developed for Sölden visualizes the highlights of the respective season and also offers the opportunity to combine different thematic areas under one design umbrella.

The concept developed relies on charging the Sölden brand with an independent personality. Sölden is an extraordinary place with a cosmopolitan attitude, which is also evident in the communication.

SLDN was on time for the start of the winter season. A STATE OF MIND marketed across all channels in 10 countries. In special interest ski portals, SLDN reached the hard-boiled ski enthusiasts and clearly differentiated themselves from the competition with their fresh and cheeky brand presence. DOOH (Digital Out of Home) activities in German metropolitan areas ensured a decent reach, which were extended with creative location-based marketing campaigns (location-based, mobile activities). The whole SLDN story was told using “smart” video activities. For this purpose, Saint Elmo's created a few 10-second short clips, which were played out to the users with accurate targeting within several weeks.

The SLDN brand communication was very well received by both specialist media and users. The concept & the campaign was awarded the Silver Award of the World Media Festival in the category "Tourism & Travel Media Award", as well as the audience award of the TAI Advertising Grand Prix.

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