If in the past I had already been a couple of times to the Paganella mountains, or rather, to that mountain group that was still identified as Dolomiti Paganella, now the first novelty I encounter is the name: Visit Paganella. A new brand identity, which enhances the peculiarities of the territory and addresses visitors with the desire to make them feel part of the community and not just guests.
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Two days on the slopes of Paganella were the occasion to relive an authentic mountain, capable of satisfying the expectations of both athletes and those who love to relax, good food and slow tourism, perhaps with the family.
The famous ski slopes of Trentino with a view of Lake Garda and the Brenta Dolomites, sledding on dedicated routes above the blue Lake Molveno, the huts with food and wine itineraries and the comfortable hotel facilities. Here everything retains the charm of the mountains that I remembered well, and yet in recent years it has also managed to renew itself and become more attractive.
The mountain of yesterday, with new eyes
It would be reductive to believe that the new logo “Visit Paganella – Dolomiti” is representative of the rebranding work of Paganella, rather it is the synthesis of a long process of analysis, dialogue and choice of placing oneself in the eyes of those who decide to spend a holiday in the area.
The path that led to the “new” identity of Paganella began in 2019, with the creation of the Dolomiti Paganella Future Lab, a project created to reflect on the changes that the Community is experiencing and allow it to face current challenges and imagine the future. But even before that, the starting point was the ten-point value charter signed by the entire community, a document that identifies the identity and ambitions, directing the story that the territory wants to communicate to visitors.
Logos inspired by the territory
Tradition and innovation, these are the elements that characterize the territory and bind the locations that are part of it, elements that shine through in the choice of colors and lettering of the new logo. Logo that, inspired in design by the stamps of the refuges, places the accent on the word that tourists search for online: “Paganella“, leaving a strategic, but not dominant, space for the word: “Dolomiti“, identifying the geographical positioning.
But it is not only the Visit Paganella logo that is new, if as we were saying the entire community has actively participated in the renewal of the local identity, the new logos, with a coordinated design for each of the 7 locations are the first testimony and, despite the differences, the result obtained demonstrates unity, cohesion and gives order to the previous situation, characterized instead by very different styles, colors and graphics.
A new way of telling your story
Relying on a writing and copyrighting expert “Luisa Carrada”, the APT has provided support and guidelines (in the form of writing workshops) to tour operators, to communicate in a new way with tourists. And whether this happens via email, in person or on the web, it will be the beginning of a new and more engaging dialogue.
Two new websites
The digital infrastructure adopted has also been renewed, with two new websites.
Visitpaganella.it, an inspirational site that enhances the Paganella brand, transmitting its identity, ideals and travel ideas. With an innovative format, similar to Instagram stories, it offers an engaging experience thanks to high-quality photos and videos. The narratives and collections guide the user through thematic content, inspiring them. Designed with a mobile-first approach, the site is intuitive and easy to navigate.
The inspirational site is in turn the gateway to Ktips.visitpaganella.it, an information site that helps users and tourists plan and enjoy their vacation to the fullest. It offers real-time updates on events, facilities and points of interest, also facilitating the commercial promotion of local operators. The portal automatically centralizes and disseminates information, dialoguing with other platforms to create a true “digital destination ecosystem”. Thanks to the K•Suite and the Trentino Guest Platform, Visit Paganella becomes a smart destination, unique at a regional and national level.
The destination has therefore undertaken major changes in the last five years and has led to the awareness of having to set in motion a change of pace in communication as well, moving from a product-based strategy to one based on values.
The beauty that remains unchanged
VISIT PAGANELLA remains a territory that encompasses the wonder of Trentino, offering unique experiences all year round. From the Brenta Dolomites to the lakes of Molveno and Nembia, from Paganella with its spectacular views to enchanting villages, up to the Parco del Respiro and the wildlife area. A paradise for sports and nature: 400 km of bike trails, trekking paths, playgrounds, 50 km of ski slopes, welcoming refuges, farms and a rich biodiversity with 8,000 chamois in the Adamello Brenta Natural Park.
