HARZ: EMBASSY relaunches one of Germany’s best-known tourism brands
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With its diverse landscapes, traditions and stories, the Harz Mountains are one of Germany’s best-known tourist destinations. EMBASSY reviewed the positioning of the Harz brand, recommended a strategic reorientation as a ‘magical mountain world’ and renewed the logo, corporate design and media of the Harz tourism association. The new umbrella brand strategy now combines classic and modern elements and shows the spectrum that can be found throughout the region, for example the mining tradition and mountain biking.
EMBASSY has also developed a comprehensive merchandising programme for the Harz Tourism Association as part of a joint venture with project partner x:hibit projects.
The focus was not only on the selection and design of possible merchandising items, but also on sustainable production, the integration of regional suppliers and additional sources of income. Lovingly produced and sustainable souvenirs from the Harz Mountains create a little piece of magical mountain world to take home. Whether in Berlin or Goslar, Hanover or Wernigerode, as a gift or just as a souvenir from a short holiday, Harz products capture the hearts of young and old. We have collaborated to develop an operator model for the Harz Mountains that largely unburdens the association from the organisation, administration and distribution of merchandising.
With the brand and identity developed by EMBASSY, the Harz Tourism Association won the 2012 Tourism Award of the state of Saxony-Anhalt.
