Strength in numbers
South Tyrol is sharpening its image. After launching a new brand design the region is now taking on tradeshows with a uniform brand image.
Breath-taking landscapes and glorious food: We are all familiar with the attractions of South Tyrol. But what makes the region so unique? Representatives from the craft sector, commerce, tourism and the regional products apples, milk, speck, wine, together with the South Tyrol marketing board (SMG) collaborated with MetaDesign, Berlin, to define their core values in order to reposition themselves under a single umbrella brand for the future. Because even if the individual representatives are in competition, they still have to join forces to distinguish their region from other regions, says Uli Mayer-Johanssen, Chief Design Officer and Board Member of MetaDesign. "A vision should emerge that will help people and their products to market the quality and beauty of the country for a long time to come by pooling their resources."
The new brand identity illustrates the special character of the region - a contrasting symbiosis of alpine and Mediterranean flair, spontaneity and reliability, nature and culture. For this a striking logo, a special soft-edged font and a palette was developed that not only reflects the warmth of the south but also the cool alpine world. The new corporate design was launched in South Tyrol at the end of 2004 in a campaign that included an Internet portal. The cross-media presence received public recognition when it won the iF Communication Award 2005.
The new brand image was then extended into the third dimension for ITB Berlin 2006 in March. Here, a concept was needed that would guarantee a uniform identity for all South Tyrol's presentation needs. "It must fulfil the needs of tourism and business alike, stand out from the masses while keeping within an acceptable budget", explains Jens-Ole Kracht, 3D Branding Creative Director at MetaDesign. The basic idea was not to recreate a South Tyrolean mountain scene at the stand but to translate the core values into the third dimension, so that the brand could be experienced with all the senses.
So the decision was taken to make generous, no-frills use of pine which appeals to stand visitors senses of touch, sight, and smell. Otherwise, the presentation is dominated by the new brand colours leaving plenty of scope for the presentation of the individual regions of South Tyrol and their products with back-lit large-format images and information stands made of wood. But the Berlin appearance also offered something for the taste-buds: South Tyrolean specialities were prepared in the kitchen and served in the slightly raised VIP area. The furniture was designed especially for the stand in the brand colours and soft-edged style of the brand design. The whole stand was made by a South Tyrolean carpenter (Höller).
"It's a job well done if the intended message is felt by the visitor," Uli Mayer-Johanssen concludes. "We also wanted to create a stand that makes the stand personnel feel comfortable and which they can identify with. The stand must offer a lively, convincing, communicative platform without being overbearing. This can be achieved by consistently following the brand identity." The new trade fair appearance passed the acid test in Berlin. In recognition, the Cologne Business School awarded the stand second prize in the "Best Exhibitor ITB 2006" European category. The concept will now be used for all exhibition appearances of South Tyrol to ensure consistency of brand perception.
m+a report Nr.4 / 2006 vom 15.06.2006
m+a report vom 15. Juni 2006