Jungfrau Region Tourismus AG
Grindelwald • Wengen • Mürren • Lauterbrunnen • Haslital
Facts and figures.
- Share capital CHF 600 000
- 70 employees
- Annual budget of approx. CHF 8.8 million
- Head office in Interlaken
- Offices in Grindelwald, Wengen, Mürren, Lauterbrunnen, Meiringen and Hasliberg
Who are we?
Jungfrau Region Marketing AG (JRM) was founded in 2008 as a pure marketing organisation with an umbrella brand strategy. This strategy was completely revised four years later and transformed into a multi-brand strategy. At the same time, the Tourism Development Ordinance of the Canton of Bern was revised. As a result, the recognised destinations were reduced from nine to six.
Jungfrau Region Marketing AG and Haslital Tourismus accordingly launched the Destination Management Organisation (DMO) project. The concept developed is based on the Jungfrau Region's multi-brand system and on a fully integrated management model, with each managed brand having its own resort management.
JRM was developed from a marketing organisation into a DMO, which began with the name change to Jungfrau Region Tourismus AG (JRT) in June 2015. JRT manages the operational implementation of all tourism activities in the destination with the exception of resort facilities and events. Basic marketing, sales and central services are managed centrally (from Interlaken). Brand marketing, product management and guest services are managed locally (decentralised) by the local resort management.
The Jungfrau Region comprises the tourist resorts of Grindelwald, Wengen, Mürren, Lauterbrunnen, Stechelberg, Gimmelwald, Isenfluh, Gadmen, Guttannen, Hasliberg, Innertkirchen, Meiringen and Schattenhalb. In total, it generates almost two and a half million overnight stays a year, making it one of the largest tourist destinations in Switzerland. With the Jungfraujoch-Top of Europe, the Schilthorn-Piz Gloria, the Lauberhorn races and the Grimsel World, the region has several world-famous attractions with USP character. In addition, the region is part of the Jungfrau-Aletsch UNESCO World Heritage Site.
One basic brand and five independent resort brands.
Various resort brands have been on the market for many years and are therefore well known beyond Switzerland. A lot has been invested in making the existing brands world-famous. For these reasons, the strategy is based on market development in which the five most important resorts in the Jungfrau Region are assigned a clear market mission (Unique Business Mission). Grindelwald, Wengen, Mürren, Lauterbrunnen and Haslital share common characteristics and values (mountains, emotions, sports and leisure activities), but at the same time have different products, personalities and philosophies.
Multi-brand - as a business model.
Ergo, behind the Jungfrau Region orientation brand, the five brands Grindelwald, Wengen, Mürren, Lauterbrunnen and Haslital, which have developed into established brands over more than 100 years of tourism history, will continue to exist and be used in market development with clear tasks and corresponding positions of success. The aim of this strategy is to build strong brands and to strengthen their personality through the competence of the basic brand.
This also has the consequence that each named brand has its own brand budget. This budget is available to the resort manager to strengthen and sharpen his brand within the framework of the developed positioning and the specifications of the Jungfrau Region.
How do we finance ourselves?
The classic legal bases for financing a DMO
Tourism promotion levies (TPL), accommodation levies (AL) and marketing and sales revenues (promotions/commissions) are used for basic marketing, cooperation marketing, sales and central services.
Visitor's taxes and other revenues from the local tourism organisations are used for the information centres, product management and local resort infrastructures.
Return flow to the resorts
The Jungfrau Region makes the surplus, resulting from income from the TFA, BA and marketing and sales income less the expenses in the area of basic marketing, cooperation marketing, sales and share of costs for central services, available for local brand marketing.
Basic marketing is characterised by four central building blocks:
1. digital development
Web presence - shop solution - internal training - training of service providers
2. classic promotions
Brand campaigns - Image films - Brochures - Trade fair appearances - Special offers
3. key media management
Media exchange - media trips - storytelling - content management
4. key account management
Study tours - acquisition of tour operators
A network of partnerships - we can't do without it.
The marketing of the long-distance markets takes place in close cooperation with the Interlaken Tourism Organisation and Jungfrau Railways. In addition, the use of available marketing resources is clarified with the central service providers as well as the accommodation providers. Local market representations are supported by complementary marketing campaigns within key partnerships with Switzerland Tourism. The European markets, on the other hand, are to be developed within the market development of BE! Tourismus AG and/or through its own market representatives.
According to the multi-brand strategy, each brand and the Jungfrau Region has its own positioning, which is intended to highlight the characteristics and values of the corresponding brand. The supra-regional positioning is constantly in flux...
... whereas the five resorts are assigned a clear positioning:
Business areas for every tourist mood.
The Jungfrau Region's business areas and themed worlds are the result of the destination's natural features and built offerings. The business segment structure reflects the strategy of the DMO. The destination manages five business areas, which are divided into 13 thematic areas. First and foremost, a distinction is made between direct (B2C) and indirect customers (B2B). Within these fields and themes, the five brands operate as holiday resorts with their clearly defined positioning. In the B2C area, three business fields and seven themes are dealt with. In the B2B area, on the other hand, two business fields and six themes are offered. Corporate Solutions are packages that the Jungfrau Region develops itself. Travel Trade Solutions, on the other hand, include packages that are staged by third parties.