Italy: Vigilius

Italy: Vigilius

Italian luxury resort's identity rebuild by 'mountain stories'

The Vigilius resort is located at an elevation of 1,500 m on Monte San Vigilio (Lana, Province of Bolzano, Italy) and is one of the most picturesque resorts in the world today.

The resort is a harmonious combination of architecture and nature. The building was designed by Matteo Thun, following the 'KlimaHaus' criteria. For its construction materials from used renewable sources were used exclusively. With its unique location and charm, 35 rooms and 6 suites, 2 restaurants, a whole range of treatments in the resort's own spa and a programme of daily activities such as archery, mountain biking and yoga, the Vigilius is a centre for relaxation and spiritual and physical recovery for a national and international clientele from the upper classes.

During our initial meetings it was agreed upon that despite showing continuous growth, the identity and market position of the resort needed to be defined. More specifically, the preliminary analysis showed there was potential of extending the stay periods of average guests, expanding their visits to periods outside the festive season, increasing the visiting frequency of existing customers and increasing the reference target.

In order to accomplish this a clear profile became a necessity: a meaningful identity capable of establishing dialogue and lasting relationships with new and existing customers.

At first a storyboard was created that described and analysed the guest's stay in chronological order. This helped determine which new and important aspects needed to be added to the Vigilius spectrum, and which moments enabled communication that would generate interest and interaction. Stimulating communication and interaction with the clientele was obviously the route to take.

Based on this, Total Identity created a concept based upon storytelling by the guests themselves. Each story a trail left by a guest, a part of his past, a part of his identity.The 'Mountain Stories' project enables the application of the new positioning strategies of the resort with Vigilius collecting and saving the stories to construct its own identity in a dynamic whereby the identity creates the stories and the stories create the identity.

The guest can leave his own story on a 'digital 'writing table. Then the story is categorised according to the criteria space, time, emotiveness and characteristics of the content. The stories are guaranteed to be saved for 100 years, so they can become a legacy for future generations; they will be published on a website dedicated to the project, where they will be freely accessible, and also in periodic themed collections called 'mountain stories' booklets. The complete series of booklets can be found in the resort's library. Each story contributes to the significance of the resort and strenghtens the bond with its guests: the Vigilius is more than luxury; it is unforgettable.

vigilius movie brand repositioning storytelling

vigilius movie brand repositioning storytelling

vigilius movie brand repositioning storytelling

vigilius movie brand repositioning storytelling

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To find out more about our work for Italy: Vigilius, please contact us directly 

Hans P Brandt

CEO
M +31 20 750 95 65