Alta Badia

Alta Badia

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Alta Badia

A TASTE FOR SKIING: We were tasked with positioning Alta Badia in the Italian Dolomites as a gastronomic destination for the winter season for skiers. Alta Badia has a trio of Michelin starred restaurants within just a few miles of each other as well as a plethora of mountain huts/restaurants. In order to complete the task the strategy involved utilising the best of Alta Badia’s gastronomic characters including Norbert Niederkofler, chef at the 2 Michelin star St Hubertus Restaurant. A Taste for Skiing features typical South Tyrolean fare interpreted by Michelin star chefs which were then turned into gastronomic delights – it was a winning combination of winter sports and gastronomy on the slopes.

The latest creation was “Slope Food – the aperitif on the slopes”, a very special version of the famous finger food or street food. These tasty creations were designed to accompany aperitifs, the wine pairing is very important and the snacks were served with the finest wines from South Tyrol, suggested by the chefs themselves together with the best sommeliers of the region. The 12 Michelin-starred chefs, including the Dolomitici, the three Michelin-starred chefs of Alta Badia, then had their creations featured throughout the season on the menu at fourteen local mountain refuges priced between 8 – 15 Euros for a glass of wine and the snack. From the UK the celebrity chef John Burton-Race created a dish – this was to access stories with a UK twist to attract the UK ski market effectively.

John Burton-Race

Awareness was raised through press releases and an opening weekend event including a group press trip. Run in conjunction with a tour operator partner the trip saw a range of the top ski and food journalists travel to Alta Badia for the launch of the ‘Slope Food’ initiative. Coverage was instant with social media and online media during the trip itself. Since the trip major pieces of coverage have due to individual trips included Daily Telegraph, Metro, Independent, Mail Online, Sunday Times Travel Magazine, Delicious Magazine, easyJet Traveller, The Wall Street Journal Europe and Italia Magazine.