Klewel 2.0 | Swiss Marketing Vaud Webcast: Comment promouvoir une région comme Crans Montana?
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Swiss Marketing Vaud Webcast: Comment promouvoir une région comme Crans Montana?

  |   Highlight, switzerland   |   No comment

L’association Swiss Marketing Vaud a invité un valaisan pour faire part de son expérience pour renouveler le positionnement d’un produit pas comme les autres: une région.

Qui est Crans-Montana aujourd’hui ? A cette question, il y a autant de réponses que d’habitants. J’ai donc orienté ma réflexion différemment et identifié les valeurs, les attraits, et surtout les atouts. Ces USP qui existaient à sa naissance en 1893, qui sont encore présents aujourd’hui, mais surtout ceux qui n’existent pas ailleurs et qui représentent l’essence de son futur développement. Samuel Bonvin, Responsable Marketing & Events, Crans-Montana Tourisme et Congrès.

Conférence de Samuel Bonvin, sur la construction de la marque Crans Montana

Dès le début, Samuel Bonvin pose le décor: Le tourisme de montagne en 2017 en Suisse, c’est: la hausse brutale du franc suisse, la forte concurrence balnéaire, un climat imprévisible, baisse générale de la pratique du ski (plus d’info sur ce dernier point).

swiss-marketing-vaud-constat

Une fois la situation posée, Samuel Bonvin présente sa démarche:

  1. Modifier l’image par un nouveau concept de marque
  2. Fédérer les acteurs
  3. Co-créer et faire vivre la marque

swiss-marketing-vaud-constat-CM-demarche

Comment la marque va-t-elle s’exprimer:

Un article de 2011 où on apprend qu’il est le fondateur du Caprice Festival

Autre contenu Klewel dans ce domaine qui peuvent vous intéresser:

La vidéo de promotion de Crans Montana sur YouTube

Klewel est partenaire de Swiss Marketing Vaud pour mettre en avant leurs conférences. Si vous aussi, vous souhaitez mettre en valeur vos conférences, contactez-nous au +41 27 722 43 42 ou via notre page de contact.

Photo de garde par Sandra Culand, plus de photos.

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Sorry, the comment form is closed at this time.

 

Blog

crans-montana

Swiss Marketing Vaud Webcast: How to promote Crans Montana?

  |   Highlight, switzerland   |   No comment

The association Swiss Marketing Vaud invited a valaisan to share his experience to renew the positioning of a product like no other: a region.

Who is Crans-Montana today? To this question there are as many answers as there are inhabitants. I therefore oriented my thinking differently and identified the values, the attractions, and especially the assets. These USPs existed at its birth in 1893, which are still present today, but especially those that do not exist elsewhere and that represent the essence of its future development, says Samuel Bonvin.

Samuel Bonvin, Marketing & Events Manager, Crans-Montana Tourism and Congress.

Conference of Samuel Bonvin, on the construction of the Crans Montana brand

From the beginning, Samuel Bonvin sets the scene: Mountain tourism in Switzerland in 2017 is: the sharp rise in the Swiss franc, strong competition in the seaside, an unpredictable climate, a general decline in skiing (more info on this last point).

swiss-marketing-vaud-constat

Once the situation is posed, Samuel Bonvin presents his approach: :

  1. Modify the image with a new brand concept
  2. Federating actors
  3. Co-create and sustain the brand

swiss-marketing-vaud-constat-CM-demarche

How will the brand be expressed:

An article in 2011 where we learn that he is the founder of the Caprice Festival

Other Klewel content in this area that may interest you:

Crans Montana’s promotional video on YouTube

Klewel is a partner of Swiss Marketing Vaud to promote their conferences. If you also want to highlight your conferences, please contact us on +41 27 722 43 42 or via our contact page.page.

Photo by Sandra Culand, more pictures.

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Sorry, the comment form is closed at this time.