Mountain climbing isn't for everyone - but it has become a niche market of considerable size. For ambitious athletes, mountain sports are much more accessible today than they used to be. It doesn't have to be Everest - but ski touring in Spitzbergen, trekking to Kilimanjaro or the high-altitude Spaghetti Tour in the Swiss Alps are on many people's bucket lists. 

As a result, the international market for expeditions, trekking, and ski touring trips has been booming for years. Young providers organize Everest speed expeditions, local Sherpas have taken control of the market in the Himalayas, and countless national and international providers are competing for the lucrative European outdoor market with their offers. 

Kobler&Partner is the Swiss pionieer in expedition travel. The company's founder stands for extensive expedition experience, especially in the Himalayas. A change in management now marks the beginning of a new chapter. But tradition and experience alone are no longer guarantees in a dynamic, international market environment.  

The best and Swiss-made 

The key question: How can a traditional company differentiate itself in an international environment without losing its history and heritage? This question is the starting point for a comprehensive repositioning of the expedition company. In a joint workshop, we rethought the brand story and thus readjusted the compass. This also included sharpening the target groups and personas, as well as creating catchy messages with a messaging board. At the heart of the newly developed brand story is the message «Best of Mountains - Guided by Experts.» With this, the company signals its commitment to always offering its customers new discoveries off the beaten track - naturally under expert guidance and with a commitment to Swiss quality. 

A new self-image emerges 

Design follows strategy - and a brand refresh is therefore called for. The name «K&P – Die Bergführer» becomes «KP mountaineering guides», which works better internationally. At the same time, the name reflects the fact that mountaineering has long since ceased to be a male domain. The byline «mountaineering guides» also clearly stands for the company's alpine aspirations – because it's about more than just interesting trips. At the same time, the new name marks the departure of the founding generation and hands the company over entirely to mountain professionals who travel worldwide with their guests. 

More than a square

The color red remains prominent and stands for Swiss heritage. The new logo desing breaks away from the square. An organic shape with stylized mountains will express the outdoor adventure concept in the future. The Swiss cross gives the brand the Swissness it deserves. The two key messages, «Best of Mountains - Guided by Experts», are reflected in a quality label that supports brand communication. 

The «KP mountaineering guides» brand will be at home on the peaks of the world in the future. It will not only appear in the travel documents of participants, but also on the equipment and clothing of mountaineers and mountain guides who represent the KP mountaineering company. The marketing team also has access to a social media toolkit that ensures brand-appropriate communication. The existing website is being revamped as part of a skinning process to prepare it for rebranding. A new website is planned for 2026. 

Performance-oriented online communication 

Quick fixes are key to marketing success. That's why we're kicking off the current winter season with a digital-campaign. We've set up a Google Ads campaign that specifically promotes ski touring trips. With thematically structured ad groups and carefully selected keywords, we reach potential guests just when they're looking for their next mountain adventure.