Graubünden goes on the communication offensive
Through a major advertising campaign, the «Graubünden» regional brand aims to increase its name recognition and appeal. The canton and its partners are investing several million in the campaign, which is being implemented by Jung von Matt/Limmat.
The "Graubünden" regional brand aims to raise its profile and attractiveness with a multi-year advertising campaign. The canton and participating partners from tourism, business, transport and culture are investing several million francs in the campaign. This makes Graubünden one of the first regions in the Alps to take the step from pure tourism to cross-sector regional marketing, as detailed in a press release. The regional brand has been running since 2003. The Jung von Matt/Limmat agency, which won the budget at the end of August, is responsible for implementing the campaign (see
). On Tuesday, a four-year communication offensive was launched in the core market of German-speaking Switzerland, which will be extended to southern Germany if necessary. The long-term goal of the promoters is to make "Graubünden" the most attractive quality brand in the Alps, with the Graubünden heraldic animal, the ibex, as the core visual feature.The owner of the brand, the Graubünden government, has provided funds totaling four million francs as the basic framework for the four-year campaign. The partners involved have also made contributions, so that a total budget of 3.5 to 4 million Swiss francs is available for the launch phase alone until the end of 2008, the statement continues. The funds granted by the canton are linked to a defined performance mandate to the Graubünden Ferien marketing organization.
According to Jung von Matt, the central theme and "star" of the campaign will be the Graubünden ibex, which will act as a likeable, tongue-in-cheek ambassador to convey the authentic values of the Graubünden brand. The entire communications arsenal will be used for advertising, with TV commercials, advertisements, posters, online competitions and guerrilla campaigns. The campaign will be launched on October 30, 2007 with TV spots on SF1, SF2 and Tele Züri, a poster campaign by Davos-Klosters and an initial promotion of the Lenzerheide offer. Well-known personalities such as Renzo Blumenthal, Eva Camenzind, rapper Gimma and actor Andrea Zogg have taken part in the competition with an online TV spot that you can design yourself (to be seen at
). The Graubuenden.ch portal has also undergone a refresh and is the responsibility of Graubünden Ferien:
). On Tuesday, a four-year communication offensive was launched in the core market of German-speaking Switzerland, which will be extended to southern Germany if necessary. The long-term goal of the promoters is to make "Graubünden" the most attractive quality brand in the Alps, with the Graubünden heraldic animal, the ibex, as the core visual feature.The owner of the brand, the Graubünden government, has provided funds totaling four million francs as the basic framework for the four-year campaign. The partners involved have also made contributions, so that a total budget of 3.5 to 4 million Swiss francs is available for the launch phase alone until the end of 2008, the statement continues. The funds granted by the canton are linked to a defined performance mandate to the Graubünden Ferien marketing organization.
According to Jung von Matt, the central theme and "star" of the campaign will be the Graubünden ibex, which will act as a likeable, tongue-in-cheek ambassador to convey the authentic values of the Graubünden brand. The entire communications arsenal will be used for advertising, with TV commercials, advertisements, posters, online competitions and guerrilla campaigns. The campaign will be launched on October 30, 2007 with TV spots on SF1, SF2 and Tele Züri, a poster campaign by Davos-Klosters and an initial promotion of the Lenzerheide offer. Well-known personalities such as Renzo Blumenthal, Eva Camenzind, rapper Gimma and actor Andrea Zogg have taken part in the competition with an online TV spot that you can design yourself (to be seen at
). The Graubuenden.ch portal has also undergone a refresh and is the responsibility of Graubünden Ferien:
Gaudenz Thoma (CEO), Gieri Spescha (Head of Brand Management), Mike Frei (PR/Brand Management) Responsible at Jung von Matt:
Alexander Jaggy and Michael Rottmann (CD), Livio Dainese (text), Fernando Perez (AD), Christina Baeriswyl (graphics), Rolf Helfenstein and Claudia Camenisch (consulting), Roland Thomann and Remo Brunner (PR consulting, viral), Achim Jenner and Markus Hammer (web), Samuel Chirst (text), Ilonka Galliard and Didi Knall (FFF), Markus Zeugin (camera) and Florian Frank (ibex expert). External production: Artbox, Online, Jingle Jungle.
