FHGR students advise GKB, Surselva Tourism and the Klibühni
Students in the Bachelor’s program in Multimedia Production at the University of Applied Sciences of Graubünden worked for two semesters as independent agencies for real clients. Surselva Tourism, the Graubünden Cantonal Bank, and the Klibühni Theater in Chur sought advice from these aspiring communications professionals—from defining the problem to the actual implementation of the projects.
In the Communications Management major of the Multimedia Production Bachelor's degree program, students work as independent agencies for two semesters and develop communication strategies, campaigns and brand appearances for real clients: from order analysis to strategy and creative development to project launch. The students take on real project responsibility, including independent client consulting and budget management. They are accompanied "behind the scenes" by lecturer Bruno Schatz and communications professionals Robin Mark, Co-CEO of Rob Nicolas, and Ferris Bühler, CEO of Ferris Bühler Communications, who act as coaches and sparring partners.
Gen Z in focus at GKB
In the first semester, the students worked with Graubündner Kantonalbank (GKB). The aim was to anchor GKB in the relevant set of Generation Z (15-20 year olds) - both as an attractive employer and as a financial partner - and to reduce the distance to abstract banking topics through an emotionally charged brand. "The students surprised us," says Jann Andrea Roffler, Head of Marketing and Communication at GKB. "Their ideas, concepts and prototypes were the result of a systematic yet creative approach. The project results are very valuable for us."
Campaign "Don't come to the Surselva, ..."
A student agency developed a winter campaign for Surselva Tourism to appeal to the 45+ target group. The campaign "Don't come to the Surselva, ..." relies on irony instead of classic promises: "Don't come to the Surselva, the slopes are far too empty here" or "... otherwise you'll want to stay until spring" position the destination as an alternative to mass tourism with a focus on tranquillity, space and quality. Surselva carries the Swisstainable label and is aiming for TourCert certification.
From the beginning of January, there will be posters in Zurich, St. Gallen and Chur as well as social media videos featuring an "Alpöhi" who explains in a dryly humorous way why it is better not to come to the Surselva. "The collaboration was like a creative breath of fresh air for us," says Karsten Friedrich, Head of Marketing Surselva Tourism. "They addressed our 45+ target group with a lot of empathy and surprising ideas and worked like a well-coordinated agency. We are incorporating the campaigns directly into our seasonal communication."
Another student agency designed a participatory campaign: guests send personal Surselva moments on postcards to former top skier Carlo Janka. Selected motifs will be displayed as a poster campaign from summer 2026.
Gen-Z perspective for the theater
A student agency developed an Instagram reel concept for the Klibühni Chur with everyday dramas and the claim "Theater is everywhere - but preferably at the Klibühni". When an actor canceled, managing director Jann Clavadetscher stepped in. At the same time, another team of students developed a social media handbook with reels for the new production "Après Ski". "The students reimagined our theater world with Gen-Z eyes and developed pragmatic solutions that fit with limited resources and high demands," says Jann Clavadetscher. "Everything flows into our communication step by step."
From students to communication professionals
The multimedia production students at the UAS Graubünden worked in various roles in their student agencies, and under real pressure - from consulting to implementation. "We are fit in multimedia production. But advising clients holistically, negotiating, making decisions and implementing them in concrete terms, including booking paid campaigns - these were valuable new experiences," say the students, adding: "Our decisions have consequences - in a positive sense, when something works, but also when we have to make adjustments."
Theoretical input, guest lectures, company visits and career days form the basis of the Communications Management major. Whenever possible, lessons take place at the customer's premises. This major is part of the Bachelor program Multimedia Production. On graduation, students have interface skills in the field of multimedia design and production. A wide range of career opportunities are open to them in a lively, creative and varied working environment or in their own start-up. The joint degree program is offered jointly by the UAS Graubünden and the Bern University of Applied Sciences BFH, Department of Bern University of the Arts (HKB).
