Description.
Winter Resort
Badkleinkirchheim Bergbahnen
Bad Kleinkirchheim is one of Austria’s leading year-round mountain resorts, located in Carinthia. Known for its unique blend of alpine adventure and relaxation, the resort attracts visitors from across Austria, Germany, Italy, Poland, the Netherlands, Croatia, Serbia and Hungary. Its offerings include skiing, thermal spas, family activities, cultural events and wellness programs.
The Challenge
The regional tourism landscape is highly competitive, with neighboring destinations competing for the same target groups. Although Bad Kleinkirchheim had a strong reputation, its broad range of offerings made it challenging to communicate a clear, compelling message to new guests. A more structured communication system was needed to highlight the variety and attract distinct customer segments across different countries.
Strategic Approach
To clearly position the resort and differentiate it from local competitors, a new brand architecture was introduced. The offering was divided into six main experience segments: Bergwelt, Bikepark, Familiengaudi, Therme, Achtsamkeit and Kultur. Each segment received a unique color and visual identity, creating a modular yet cohesive communication framework. This allowed the resort to address different audience needs with tailored messaging while maintaining overall brand consistency.
Implementation
The segment-based system was applied to all digital campaigns and seasonal initiatives. Each activity area was supported by individual campaigns and customized assets across platforms like Google and Meta. This clarity helped potential guests quickly identify the parts of the resort that resonated most with them, whether it was a family vacation, wellness retreat, cultural escape, or outdoor adventure.
Services.
Brand Identity
UX/UI Design
Digital campaigns
Results and Impact
The color-coded experience segmentation enabled clearer differentiation and stronger targeting across diverse international markets. The resort experienced steady year-over-year growth in guest acquisition. The structured approach to messaging helped increase relevance, engagement and conversion, leading to improved occupancy rates across seasons.
Learnings and Outlook
Effective brand communication starts with strategic clarity. This project demonstrated that diverse offerings can be a strength when communicated with structure and intention. By building a system that makes the resort’s complexity understandable and accessible, Bad Kleinkirchheim was able to reinforce its leadership position and continue expanding its reach.
