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‘Enjoying Italy at its Peak’: Courmayeur Rebrands as Global Destination

Travel brand recognizes value of “experience” to drive engagement

Of all countries where style matters, Italy ranks high, and its treasured Alpine destination Courmayeur recently transformed its brand identity to lure a new generation of consumers.

Located at the foot of the southern side of Mont Blanc—and at 15,781 feet, the highest point in the Alps and Western Europe—Courmayeur has been a tourist destination for centuries.

But the city’s mayor, Fabrizia Derriard, and town council wanted to raise the bar and “convey to global experience-seekers Courmayeur’s unique, authentic identity as the pinnacle of Italian spirit and high-altitude hospitality.”

So on December 8, Courmayeur will officially kick off the winter season on the Italian Alps with “Welcome Winter 2017”—a 48-hour countdown that leads up to the night when the Christmas tree lights and city illuminations switch on amidst a firework display and special concert.

What it means:

In today’s competition for attention, the experience of a brand matters more than ever. Courmayeur’s rebrand demonstrates its awareness that even locales need to transform into destination experiences to lure a new generation of consumers. For all brands, details like color, type, photography and tone of voice are all critical to the perception of a brand and how they attract new consumers.