Lillehammer is well-known as a destination in many parts of the world, not least thanks to the 1994 Olympics. Now this brand capital will be used to market the entire region. That is the premise for Creuna’s development of a new brand name for the region, in a project initiated by Lillehammer Turist.
The region that will be marketed under the name Lillehammer includes Kvitfjell, Hafjell, Skeikampen and Sjusjøen, in addition to the town of Lillehammer . But also other entities in tourism, culture and business - like Hunderfossen, Maihaugen, the Lillehammer Art Museum and Swix, should be able to use the brand in a coordinated effort to position the region as northern Europe’s greatest experience region.
”We see great value in marketing ourselves out in the world under one powerful brand name,” says Marit Lien, the branding project leader. The goal is to increase growth across the board, in trade, business, number of employed and inhabitants in the Lillehammer region. “I think it is the same for all of us who live around here: the farther we go from Lillehammer and Norway, the easier it is for us to say we are from Lillehammer,” says Lien, who will have the new slogan ready to use before the world championships in winter.
From Voss to Lillehammer
"Lillehammer is already known and we are not going to present a new picture of the region,” says Creuna’s Arne Hjeltnes in an interview with the local newspaper Gudbrandsdølen Dagningen.
”Instead, we will strengthen all the positive vibrations and feelings the Lillehammer name gives. A brand should clearly present the region and improve communications, not just be a fun idea,” says Hjeltnes, who has been through the same process with his home area of Voss.
Creuna will deliver the positioning strategy, brand platform, and overall communications concept. The team is already well on their way with the assignment. The kick-off was a three-day examination of the area, with ski trips, bobsledding and an ATV ride as part of the research.
“There are a lot of exciting things to work with,” says Marc Ligeti, Creuna’s visual branding leader. “The region has a lot to offer and it will be a challenge to create a profile and a concept that can meet all needs, while being clear and distinctive at the same time. But we will!”
For more information, contact
Trine Weidal, Creuna Norway
Telephone: +47 907 66 686
e-mail: trine.weidal@creuna.no
Marit Lien, Lillehammer Turist
Telephone: +47 45 04 75 55
e-mail: marit@lillehammer.com
About Lillehammer Turist
Lillehammer Turist AS is the destination company for the counties of Lillehammer, Øyer and Gausdal, as well as the Sjusjøen area of Ringsaker county. The region is one of the country’s biggest tourist areas, with over 1.5 million overnight stays and is a year-round destination.
Read more about Lillehammer Turist at www.lillehammer.com