According to the principles expressed in our Charter of Values, we feel the need to change our communication approach, moving away from one driven by traditional market-demographic principles and shifting towards one inspired by the desire to make our guests feel like part of the community. We must be able to reach people who share and reflect our values and encourage more responsible behavior among the guests who already know and visit us. To achieve this, we have deeply rethought our Brand Identity and our web presence.

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Some days ago (29th of October), we finally launched our new digital ecosystem.

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It was a really challenging project as it wasn't just a simple restyling of our website but a complete rebranding together with the creation of what we believe to be the first digital ecosystem of a tourism destination. A brief summary of what was developed follows:

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Rebranding

The Dolomiti Paganella brand was a recognized brand but suffered from the fact that it could not be associated with a specific tourist territory (see Val di Fassa, Val di Sole, Val di Fiemme, etc...). Google searches, and not only, have shown over time that users search for our territory by associating it just with the word “Paganella” the only true and precise geographic reference. Even though it represents a tourist destination far wider than just the mountain peak. Therefore, as a natural consequence, the name of the destination has been changed to Visit Paganella. Along with this, another important step was taken. Finally, all the logos of the municipalities' tourism consortiums were graphically unified with the new destination logo. An essential step to make our destination recognizable regardless of who communicates or advertise it. (more details here www.visitpaganella.it/brand).

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A new digital ecosystem

A new name, a new logo, were also a decisive assist in getting our hands on the destination website. It was an opportunity to ground a new web portal concept in the tourism sector that we had had in mind for some time. We are convinced that tourism portals, as we know them, no longer work. Too full of information, too often end up giving none. Hence the idea to create the first “ deconstructed” web portal by splitting it into two different sites to finally make it easy and intuitive for the user to find information, especially from mobile devices. Now, we have:

1. An inspirational site www.visitpaganella.it, to illustrate to future guests why we are changing our identity, the way we communicate, and to establish a value-based connection between our community and future guests.
2. An informational site ktips.visitpaganella.it, to support the users in planning their vacation, thus providing quick and timely information and taking the users to where the best information resides. Even if this does not necessarily reside on the destination web portal but on that of a consortium, operator and/or ski lifts, etc...It's the end of the "Own your own users" concept. The user is "owned" by the destination.
3. A single traffic tracking platform to which all destination web portals (APT, consortiums, lifts companies etc..) would be connected in order to have a more intelligent and shared overview of user behavior being able to develop integrated and more effective communication strategies in the future.

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A new narrative

A Brand “renovation” of this magnitude could not neglect the renewal of the Tone of Voice too.We changed the narrative of the destination by abandoning traditional commercial logic in favor of a narrative based on the principles of our Charter of Values. That was not an easy thing to do. Our team had to develop a new vocabulary and writing style that would fit well with the goal of the whole project. We even issue a “Writing Manual” that will be useful for all the consortiums and single operators to adopt a narrative style coordinated with that of the whole destination, just as was done for the logos.