New brand: “Latemar Dolomites”
The new “Latemar” brand unites Trentino and South Tyrol: an important step for tourism in the Dolomites
Latemar, the big news in the heart of the Dolomites. This is the new brand under which the three resorts of Obereggen in South Tyrol and Pampeago and Predazzo in Trentino will present themselves from the start of the next winter season. A strategic brand for the promotion and marketing of a district that unites the peculiarities and characteristics of Val d’Ega and Val di Fiemme.
STRATEGIC CHOICE. The boards of the two ski lift companies, Obereggen Latemar SpA led by CEO Benjamin Kirchmaier with the fundamental support of Obereggen Latemar SpA board member and marketing expert Liselotte Pichler Kager, chaired by Siegfried Pichler, and Itap SpA Pampeago led by CEO Pietro De Godenz, chaired by Karl Schmid, created the new logo, a strategic choice for the three Dolomite resorts. In the shadow of that Latemar, a Unesco World Heritage Site, which has always been a reference point for enthusiasts. In summer as in winter.
TRENTINO AND ALTO ADIGE UNITED IN PROMOTION. An absolute novelty that associates a location in Alto Adige and two in Trentino: Obereggen, Pampeago and Predazzo. A ‘Unicum’ ski area that, in winter, allows snow enthusiasts to pass through the South Tyrolean and Trentino slopes without ever leaving their skis or snowboards behind. Just as in summer, thanks to the network of themed trails that make it possible to reach Pampeago and Predazzo from Obereggen and vice versa.
RESPECT FOR TERRITORIAL IDENTITIES. This is the strength of a unique district distinguished by the Latemar brand. Now under one hat ‘respecting the territorial identities, typical of each resort and locality,’ emphasise Obereggen Latemar SpA managing director Benjamin Kirchmaier and Itap Spa Pampeago director Pietro De Godenz. Latemar: a fundamental emblem in promotional and marketing terms in both the national and international tourism context. In winter as in summer.
THE PRESENTATION. The new brand was presented on 3 September in the Zischg Alm mountain hut, a place chosen not by chance by the directors of the lift companies: an indelible symbol of Latemar, located between Pampeago, Obereggen and Predazzo. The presentation was led by Moritz Gruber and Viktor Matic, managers of the Zukunvt agency in Bolzano, which was commissioned by the lift companies to devise the new brand and the related marketing and communication strategy. The presentation was particularly well attended by an attentive and interested audience for the great 2024-2025 novelty of the Dolomites. ‘We consider it strategic,’ continued the executives of the lift companies, ’to promote the coming seasons, both in the winter and summer contexts, through the Latemar brand both nationally and internationally.
