Despite TALK: Lenk-Simmental continues to rely on its own brand
Although Lenk-Simmental Tourism entered into a partnership with the Adelboden-Lenk-Kandersteg tourism destination (TALK) at the beginning of the year, it intends to continue operating under its own logo. The reason given is that the Lenk Simmental brand has become well-established.
TALK is one of six recognized destinations in the canton. The public limited company is responsible for tourism development, marketing, sales and guest information. At the beginning of March, TALK presented its own brand concept, including a logo with three valleys. This is necessary in order to be able to assert itself in a challenging environment.
Lenk-Simmental Tourism considers the new brand to be "refreshing and flexible to use", as the Lenk tourism experts announced in a press release on Tuesday. However, they themselves have an established brand, do not want to generate unnecessary costs and are also aware that a further consolidation of destinations in the canton is being considered.
For the time being, Lenk-Simmental Tourism will therefore refrain from using its existing brand system for its own marketing activities in Switzerland. The new TALK logo will be included in the partner bar instead of the "Bernese Oberland" logo.
Advertising campaigns in which the cantonal Bernese tourism agency "BE! Tourismus AG" or Switzerland Tourism market the new destination, the TALK logo will be used, said Albert Kruker, Director of Lenk-Simmental Tourism, in an interview with the SDA news agency.
"Identification in the Simmental"
The Lenk-Simmental brand has been used in the six associated municipalities since 2003. It is used by 17 organizations, including tourism associations, mountain railroads, ski schools and the hoteliers' association. "The identification with this brand is tangible in the Simmental and throughout Switzerland," says the communiqué.
TALK got off to a difficult start. At first, the drivers didn't want to do it. In the end, they agreed on a
Cooperation. "We definitely see ourselves as part of the whole," emphasized Kruker on Tuesday.
The six Bernese tourist destinations are Interlaken, Jungfrau Region, Adelboden-Lenk-Kandersteg, Gstaad Saanenland, Bern and Jura Trois-Lacs. (SDA)
