A State of Mind

Since fall 2018, the destination Sölden (Ötztal) has a new brand identity. In cooperation with the agency Saint Elmo's Tourismusmarketing, the slogan "SLDN. A State of Mind." was developed to reflect the strategic development of the brand from a top destination in the Alps to a melting pot, an international, cosmopolitan melting pot.

The destination Sölden conceptually combines different extremes and thus appeals to cosmopolitan people. The spelling SLDN is intended to communicate the connection to metropolises such as London (LDN) or New York City (NYC). The graphic communication is also clearly differentiated from other holiday destinations with a style that is strongly geared to the target group. The illustration style, which was specially developed for Sölden, visualizes the highlights of the season, such as the Ski World Cup, the Electric Mountain Festival, the Ötztal Cycling Marathon or the Hannibal Glacier Show. In addition, the various theme areas such as the BIG 3 platform (a ski safari or ski tour) or the fact that Sölden served as a James Bond filming location can also be graphically colorful.

Sölden sets new standards in tourism

The campaign was launched across Europe in nine markets in the Out of Home (OOH), online and print channels, with innovative advertising formats such as Programmatic Digital Out of Home and Location Based Marketing playing a central role with special mobile advertising formats.

"With the SLDN campaign we want to break new ground, stand out from all the other ski resorts and make a real statement. There are enough beautiful pictures of the landscape and skiing," says Carmen Fender, Head of Marketing, Ötztal Tourism.

For more information  about the destinationplease visit  the Sölden blog and the official website.