Madrisa - enjoy the moment
Brandpulse has repositioned Madrisa, a mountain popular for skiing and hiking, as a "mountain of enjoyment" and given the brand a cohesive visual identity.
Following the comprehensive brand overhaul, the repositioning of the Madrisa presents it as a "pleasure mountain for everyone - in summer and winter". Outstanding features of the new Madrisa include top-class gastronomy, a renewed infrastructure with the most modern, fully automated chairlift in Switzerland, and a thematic expansion of activities into the event business. A Swiss investor group has held the majority of shares in Klosters' local mountain Madrisa since 2014.
https://www.youtube.com/watch?v=/9PkOAUcHN6Q
https://www.youtube.com/watch?v=/HH3VQ_4sI2A
In the course of extensive investments in the renewal of the skiing and gastronomy infrastructure, the investors commissioned the brand agency Brandpulse with the re-branding of the skiing and hiking mountain. Brandpulse was responsible not only for the development of positioning and image, but also for the brand implementation in all forms: from the classic implementations (advertising materials, printed materials, clothing, vehicles, payment cards, give-aways, etc.) to the digital presence (website and social media concept) to environmental implementations such as labeling, guidance system in the entire mountain area and design of the new chairlift mountain station including the design of the chairs.
For communication purposes, Graubünden comedian Claudio Zuccolini was engaged as brand ambassador as part of national PR activities. In collaboration with Maybaum Film, three commercials were also developed, which will be distributed via regional TV channels and social media.
