Morning Agency is reworking the Arosa Bärenland campaign

Arosa Bärenland is an animal welfare project and a sanctuary for rescued bears, established in close cooperation with the VIER PFOTEN Foundation. For the new Arosa Bärenland campaign, Morning Agency is responsible for media strategy and planning with the goal of reaching new target audiences and increasing visitor numbers.

Range without loss of efficiency

The key challenge of the Arosa Bärenland campaign was to build the widest possible digital reach among a broad target audience without sacrificing efficiency or the quality of engagement. A preliminary analysis showed that online news media provide the strongest digital reach among the relevant target groups and thus form the best foundation for awareness. They are significantly more relevant than social media, particularly among older target groups.

Based on this insight, the media setup was deliberately not focused primarily on Meta. Instead, the emphasis is on contextual video and display formats in high-quality news environments.

A multi-channel approach throughout the user journey

In addition, Demand Gen and YouTube are used to increase reach and improve lead quality. Meta remains part of the mix as an “always-on” channel for younger target groups and to drive efficient traffic. Through geolocated mobile targeting, the campaign is also specifically delivered at points of interest in Arosa.

This resulted in a media plan that combines awareness, relevance, and efficiency: broad reach through news channels, digital engagement via video, social media, and display, as well as targeted messaging throughout the user journey—with the right content, at the right time, in the right place.

Responsible at Arosa Tourism: Marc Gooch (Head of Marketing & Communications), Christian Stüdi (Copy/Concept), Agency: Morning Agency