Lenzerheide brings northern lights to Graubünden
The Nordic region of Lenzerheide has been using the new slogan "This is Nordic by Lenzerheide" since the current winter season. As part of the refresh and overhaul of the Lenzerheide brand, the Nordic business area also received a long overdue makeover.
Nordic has always been anchored in Lenzerheide. Lenzerheide wants to maintain and further strengthen this anchoring and authenticity. However, with a general "rejuvenation" of the business field. Because although the sports of cross-country skiing and biathlon have been in vogue among the general population for some time, there has been little change in the offers and especially in the associated communication. This is now to be achieved within the framework of the new Nordic campaign "This is Nordic by Lenzerheide." will happen.
Varied Nordic offer already exists today
The vacation region of Lenzerheide offers high-quality infrastructure. In addition, there are various major events at World Cup level in the disciplines of cross-country skiing and biathlon. "Marc Schlüssel, Head of Marketing and Deputy Tourism Director of the Lenzerheide vacation region, is convinced that "this momentum of the major international events must now be exploited. The aim is to build up and anchor the Nordic community even more strongly.
However, this is not in competitive sports, but in popular sports - jogging on skis, so to speak. The goal: more attention with innovation and new impulses. Unique and new in the field of Nordic sports - in communication, but also in the offers themselves. "This is Nordic" is intended to promise authenticity and uncompromisingness, while "by Lenzerheide" reflects the uniqueness, playfulness and character that only exists in Lenzerheide.
Northern lights reinterpreted
With the help of the Nordic clip released on Wednesday, Lenzerheide literally presents Nordic sports in a new light. You can see action-packed and mystical scenes in a special atmosphere. Through an extensive setup and special effects, the northern lights of Lenzerheide could be created. "The clip stimulates the imagination and shows what all is possible in Nordic. As a flagship in communication, the clip conveys exactly this feeling," says Nicole Gysi, Brand Manager Nordic. This, in turn, will be consistently carried forward in the new products and events. Lenzerheide wants to position itself as a playground for a rethought Nordic sport.
The Creative Intelligence Society is responsible for the idea and concept of the new Nordic clip, and the film agency True Color Films for the night shots.
Salomon won as new partner
The new strategy in the Nordic business segment and the associated differentiating visual language as well as the associated lifestyle of Lenzerheide form an exciting basis for marketing cooperations. Thus, based on the same ideas and goals, a partnership with Salomon has emerged, according to Lenzerheide.
Responsible at Lenzerheide Marketing and Support: Marc Schlüssel (Head of Marketing and Deputy Tourism Director), Nicole Gysi (Brand Manager Nordic). Responsible for Creative Intelligence Society (Strategy and Concept): Sebastian Durband, Simon Smit, Niels Schäfer. Responsible for True Color Films: Alvaro Vogel (Executive), Andrea Todaro (Director), Filippo Delzanno (DOP), Hannah Bichay Photography.
