New Gstaad Saanenland Tourism website is live

Gstaad Saanenland Tourism is revamping its brand world with a systematic rebranding and completely relaunching the content of the website. The redesign includes a fresh corporate identity and corresponding corporate design as well as storytelling with authentic actors. Frank Bodin was responsible for the creative direction of the rebranding, while Pixelpoint handled the technical relaunch of the website.

Changing technological requirements, a new digital brand world at its main partner Switzerland Tourism ST and the desire for multidimensional storytelling on its own communication channels prompted Gstaad Saanenland Tourismus GST to relaunch its website.

As part of the relaunch, the logo and CI/CD were gently optimized for digital communication. "The project has been with us intensively for around a year. The journey from a refresh of our logo to a new CI/CD in line with the digital age was a big part of the website project. At the same time, we want to offer more substance and storytelling in terms of content. At the same time, we are now sharpening messages and optimizing imagery, giving us future-proof tools for larger marketing projects in the coming years," explains Ariane Ludwig, Head of Marketing & Sales at Gstaad Saanenland Tourismus, who is in charge of the project.

Visually and content-wise fit for the digital age

With the previous logo, Gstaad Saanenland Tourismus visually aligned itself with ST by using the golden flower. As part of the move into the digital brand world, ST has now left the golden flower behind. With the new website, the digitalization and refreshment of the brand identity for the Gstaad vacation region now go hand in hand.

Frank Bodin from Bodin.Consulting wanted to express the special quality of Gstaad - confident, distinguished and with a touch of discreet luxury. When examining the history of Gstaad's logo, a small but subtle graphic element caught his eye: a line that had once underlined the Gstaad word mark. This "original line" was integrated as an element in the new logo and now brings a line to the entire appearance, both literally and figuratively.

The new website is not just limited to a visual refresh, but modernizes the entire engine room for the future of digital marketing, as Ronnie Oehrli, Head of Digitalization Gstaad Saanenland Tourism, notes: "The technology used with Content Hub and modern CMS now corresponds with our destination management system. This is how we are setting the course for digitalization in marketing. In future, we will be able to aggregate data from individual systems such as the digital Gstaad Card, our chatbot, the digital concierge or the newsletter tool - in accordance with data protection regulations - and thus provide guests with a more personal, individual and better service." The web agency Pixelpoint was entrusted with the technical implementation.

The Gstaad vacation region is also breaking new ground in storytelling, both visually and in terms of content. In narrative formats portrayed in moving images, guests get to know local protagonists through short stories and other journalistic formats and thus receive insider tips for their next stay in the vacation region.

Synergies used in the region

The new website bundles information for guests. In future, the partner website will channel information for service providers and B2B customers. This will allow partners to be addressed in a more targeted manner. The next project phase will be simpler with the implementation of a CRM tool with already defined interfaces. "We are doing pioneering work across destinations. The project, which we launched together with our colleagues from Lenk Simmental Tourismus and Tourismus Adelboden-Lenk-Kandersteg, is taking us all further. Based on similar requirements, we were able to purchase technologies together and thus optimize work processes. We actively share knowledge and exchange experiences. At the same time, each destination receives a customized implementation tailored to its positioning," emphasizes Flurin Riedi, CEO of Gstaad Saanenland Tourism. Over the next few months, the website will be continuously developed, taking into account the behavior of website visitors.

Synergies in cooperation beyond the valley borders will also be used in future projects. In future, other tourism service partners in the Gstaad vacation region will also be able to benefit from these synergies.

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