{"id":6000,"date":"2026-03-16T10:35:19","date_gmt":"2026-03-16T09:35:19","guid":{"rendered":"https:\/\/www.marketing-deluxe.at\/web2025\/portfolio\/dollenberg-schwarzwald-resort\/"},"modified":"2026-04-15T12:18:31","modified_gmt":"2026-04-15T10:18:31","slug":"dollenberg-schwarzwald-resort","status":"publish","type":"avada_portfolio","link":"https:\/\/www.marketing-deluxe.at\/en\/portfolio\/dollenberg-schwarzwald-resort\/","title":{"rendered":"Dollenberg Schwarzwald Resort"},"content":{"rendered":"

Client<\/p><\/div><\/div><\/div>

Dollenberg Schwarzwald Resort<\/p><\/div><\/div><\/div>

Industry<\/p><\/div><\/div><\/div>

Luxury Hospitality<\/p><\/div><\/div><\/div>

Services<\/p><\/div><\/div><\/div>

Consulting. Brand Architecture & Design. PR.<\/p><\/div><\/div><\/div>

Location<\/p><\/div><\/div><\/div>

Germany. Black Forest. Bad Peterstal-Griesbach.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

Strategic brand development of an iconic Black Forest resort. A gradual relaunch balancing tradition and classical modernity. International positioning, expansion into the BENELUX and UK markets, PR strategy and strategic brand management.<\/div><\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>

Between tradition and international reputation<\/h2><\/div><\/div><\/div>
Strategic entry<\/strong><\/div><\/div>

Beginning of the collaboration with strategic consulting and the goal of carefully guiding the resort into the present \u2013 without disruption and without losing its identity.<\/p>\n<\/div>

2019<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Soft relaunch<\/div><\/div>

Realignment of brand image, tone of voice and visual identity. Development of a clear balance between Black Forest tradition, family authenticity and contemporary classical modernity.<\/p>\n<\/div>

2019<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Brand management & internationalisation<\/div><\/div>

Establishing the brand within the international premium segment \u2013 as a 5-star superior Relais & Ch\u00e2teaux resort with Michelin-level cuisine and spa surrounded by the nature of the Black Forest.<\/p>\n<\/div>

2020<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Market development BENELUX & UK<\/div><\/div>

Targeted development and strengthening of the core markets Belgium, the Netherlands and Luxembourg. Introduction and establishment of the brand in the UK market, building visibility, trust and demand through strategic PR and selective media relations.<\/p>\n<\/div>

2020<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
World Luxury Awards<\/div><\/div>

International Reputation<\/strong><\/p>\n

Global Winner Luxury Forest Resort
\nGlobal Winner Haute Cuisine \u2013 Le Pavillon<\/p>\n<\/div>

2020<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Global Restaurant of the Year<\/div><\/div>

World Luxury Awards<\/strong><\/p>\n

Overall Winner \u2013 Global Restaurant of the Year
\nGlobal Winner Best Haute Cuisine \u2013 Le Pavillon
\nGlobal Winner Best Luxury Spa Getaway \u2013 Dollina Spa & Health<\/p>\n<\/div>

2023<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Strategic PR work<\/div><\/div>

Continuous development of reputation through high-quality international PR activities. Placement in relevant media, long-term media partnerships and targeted positioning in the premium segment.<\/p>\n<\/div>

2018\u20132024<\/div><\/div><\/div><\/div><\/div><\/div><\/div>
Second relaunch<\/div><\/div>

Further evolution of the brand in its next development stage. Refinement of the brand identity and modernisation of communication and brand presence \u2013 in harmony with the existing DNA.<\/p>\n<\/div>

2026<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
\"marketing<\/span><\/div><\/div><\/div>

Success begins with
\nClarity. Concept. Strategy.<\/p><\/h2><\/div>

The further development of an established luxury brand requires a deep understanding of its identity. Dollenberg demonstrates how tradition can be preserved while being carefully transferred into a new era \u2013 not through disruption, but through consistent strategic leadership.<\/p>\n<\/div>

<\/i><\/i><\/span>Brand evolution & positioning<\/span><\/a><\/div><\/div>
\n

The challenge at Dollenberg was not to create a new brand, but to precisely evolve an existing identity. The goal was to bring the resort into the present without losing its heritage. The Black Forest landscape, the evolved architecture and the family signature were consciously preserved. At the same time, the brand was strategically sharpened: moving away from a predominantly regional perception towards an internationally relevant premium destination. The relaunch was deliberately gentle \u2013 an evolution rather than a break. Classical modernity, clarity and calm now complement the traditional substance, creating a timeless brand world with strong recognisability.<\/p>\n<\/div><\/div><\/div>

<\/i><\/i><\/span>Internationalisation & market development<\/span><\/a><\/div><\/div>
\n

The internationalisation of Dollenberg did not follow a broad expansion strategy but a precisely targeted market approach. With a focus on BENELUX and the UK, relevant target groups were addressed with great precision. Visibility alone was not the goal \u2013 cultural resonance was equally essential. The brand was developed in a way that allows it to be understood and desired beyond the German-speaking markets while preserving its origin. The British market in particular required a differentiated approach: classical elegance, exceptional service quality and the surrounding landscape were translated into a brand narrative that resonates internationally. Step by step, Dollenberg evolved into a destination of international relevance.<\/p>\n<\/div><\/div><\/div>

<\/i><\/i><\/span>Strategic PR & communication<\/span><\/a><\/div><\/div>
\n

In the luxury segment, reputation is decisive \u2013 and it cannot be built overnight. The PR strategy for Dollenberg was designed as a long-term approach focusing on high-quality media, carefully selected placements and sustainable relationships. International press relations, selective media partnerships and consistent communication created a stable brand perception within the relevant premium environment. This strategy was complemented by high-quality communication tools, particularly price lists designed in magazine format, which go far beyond providing information. They act as brand ambassadors, conveying the brand\u2019s attitude, quality and experiential world. Communication is therefore not understood as a measure, but as a strategic instrument for positioning and demand generation.<\/p>\n<\/div><\/div><\/div>

<\/i><\/i><\/span>Relaunch 2026 & brand leadership<\/span><\/a><\/div><\/div>
\n

The second relaunch in 2026 does not mark a new beginning but the consistent evolution of the brand. Building on the existing positioning, the brand design was refined and modernised. The objective was to preserve the established strength of the resort while taking the next step towards international brand maturity. The challenge was to make change visible without unsettling the existing guest base: evolution rather than spectacle, continuity rather than interchangeability. Dollenberg remains true to itself \u2013 while becoming increasingly relevant for a new generation of guests.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

\"marketing<\/span><\/div><\/div><\/div>
\"marketing<\/span><\/div><\/div><\/div><\/div><\/div>
\"marketing<\/span><\/div><\/div><\/div>
<\/div>
Brand development \/ PR<\/div><\/div>
<\/i><\/i><\/span>Brand strategy & positioning<\/span><\/a><\/div><\/div>
\n