Les Sybelles

Les Sybelles
  • Destination marketing
  • Brand positioning
  • Open innovation

How can we build a new brand identity with the support of the destination stakeholders ?


CONTEXT

The european snowsports market is mature and getting more and more competitive. Les Sybelles ski area holds a complex position, squeezed between the biggest Northern Alps interconnected ski areas, its smaller local neighbour resorts and further “access” resorts with aggressive pricing and promotion. To keep up , Les Sybelles needs to deliver an impactful USP, supported by all the destination stakeholders.

 

solu­tions

1.Immersion

  • Conducting one to one interviews with destination stakeholders: tourism office, retailers, hotels, city council
  • Analyzing external and internal data: e-reputation, visits and sales, customer surveys, princing,
  • Reviewing marketing and communication plans

2.Open innovation

We then set up a 2 day workshop with participants from diverse horizons who wanted to help: customers, tour operators, providers, resort professionals…

  • Opening minds on user experience subjects by meeting with Aéroports de Lyon, Halles Paul Bocuse, Accor…
  • Co-creating customer personas and experiences
  • Brainstorming on the brand positioning content: ambition, USP, identity…

3.Brand platform

Writing the brand guidelines with the Poprock brand platform tool: vision, ambition, main targets, mission, USP,

 

4.Implementation

  • Quickwins: we defined with the team a shortlist of immediate actions for
  • Supporting project management: sourcing and briefing agencies for a new identity and website, following the creation of new resort services and activities on the ski area, events program…

Take-aways


  • 20

    different partners engaged in the cocreation approach

  • 7

    projects on the way for winter 2017-2018.

  • 3

    customer personas defined as primary targets

brand book

Les Sybelles brand book will be a guideline for all the destination professionals and partners.

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