In order to position Pontresina within the brand strategy Engadine St. Moritz, in 2010, the Municipality of Pontresina and representatives of tourism, trade and industry went through a strategy process for the village together with the consulting firm Brand Trust. The goal was to increase value within Pontresina and to live the derived concept from the inside out – both service providers and locals. It was important that both locals and service providers identify with the new village strategy to make "the finer pleasures of the High Alps" come alive.
The finer pleasures of the High Alps
How does Pontresina benefit from a village strategy?
More added value through desirability
Credible and attractive positioning for Pontresina within the brand strategy Engadine St. Moritz increases its attractiveness – and ultimately the local added value.
Efficient local marketing
Clear focus on the term "finer pleasures" in the communication and thus greater efficiency and cost savings in marketing internally. As part of the performance mandate, Engadine St. Moritz handles the external marketing for Pontresina.
Further development of the mission statement
Core brand values, based on Pontresina’s excellence, create the basis for a future-oriented positioning taking into account its tradition, culture, and the Romansh language.
Improved dialogue with the locals
The involvement of Pontresina residents in regular meetings and other projects creates opportunities for them to contribute, exchange ideas, and actively participate in the implementation of the local strategy.
To act in concert
Motivation and involvement of decision-makers and service providers as well as the residents of Pontresina, in order to bring the strategy to life together and to convey the “finer pleasures of the High Alps” to visitors and locals alike.
What distinguishes the brand Pontresina
Core brand values of Pontresina
The brand essence embodies the real values of the brand Pontresina, as grown over time. In other words: the essence of what makes our brand unique, superior, special, valuable and successful.
The brand positioning "finer pleasures"
Everything we do for our brand has to express our brand positioning - without violating the brand values. This is what all activities and offers in Pontresina are based upon.
Our brand rules help to make objective decisions for the benefit of Pontresina in everyday work. Each brand rule has to be answered with "yes". If one was a "no", improvements need to be considered.
The Refinement Commission ensures that the developed positioning, "the finer pleasures of the High Alps" and thus the one-word value "finer" is continuously implemented and lived within the village, and the ultimately experienced by the guest. The commission, comprising members from the local council, the trade and industry association, as well as hospitality and tourism, meets at irregular intervals to discuss different topics that mostly concern Pontresina’s refinement. For example, a refinement competition was launched featuring the question, "If I were king of Pontresina, what would I change in the next ten years?" and the population was actively involved. Feel like making a difference? Excellent! The Refinement Commission is looking forward to your participation at the next round table. For information, contact firstname.lastname@example.org or +41 81 838 83 20.