"We have a long tradition in the sports sector"
Sponsoring Roland Treier, Rhäzünser Brand Manager at Feldschlösschen Getränke, on the "Grenztour Graubünden" commitment.
Sponsoring Roland Treier, Rhäzünser Brand Manager at Feldschlösschen Getränke, on the "Grenztour Graubünden" commitment. WW Rhäzünser is one of four main sponsors of the "Grenztour Graubünden". What goals and expectations do you associate with supporting the project? Roland Treier The Rhäzünser brand should benefit from the image transfer of this alpine pioneering project. The connection between the brand and the consumer should be strengthened. In addition, the border tour gives us an excellent and appealing hook for organizing various below-the-line (BtL) activities in Eastern Switzerland and especially in the canton of Graubünden. We would like to use the border tour and the resulting media contacts as a multiplier to further publicize our near-water product Rhäzünser Plus. The border tour is an opportunity to reaffirm our company's commitment to the locations in the canton of Graubünden.
Passugger and Allegra are also based in the canton of Graubünden. Why is Rhäzünser supporting the project?
The roles that our mineral water brands play within our brand portfolio led to this commitment being applied to Rhäzünser. Rhäzünser is our highest-volume brand. It has the strongest connection to the canton of Graubünden, which we have also communicated with the ibex in our logo since our brand relaunch at the beginning of 2004. Rhäzünser is a highly mineralized mineral water and has been present in the sports environment for a long time. The brand also has a strong foothold in the retail trade. Passugger and Allegra are geared towards the upmarket gastronomy sector and tend to communicate in a quiet tone.
What services does the commitment include?
In addition to a sponsorship contribution, we naturally supply the athletes and their teams with our products.
Apart from PR, are there any other measures planned to publicize the commitment? Various activities are planned in the BtL area, where we would like to bring the border tour closer to our customers and consumers together with the Rhäzünser brand. On tour, we will be present with our products at high-profile stops.
How important is sponsorship within Rhäzünser's marketing mix and budget?
Sponsorship accounts for a significant proportion of the Rhäzünser umbrella brand budget. We selectively look for sponsorships that fit the brand in terms of theme and demonstrate our close ties with the canton of Graubünden.
Rhäzünser, for example, has a long tradition in the sports sector. In the past, we were involved in the Tour de Suisse and the Graubünden Marathon/Graubünden Walking in 2004. This year, we are present in sports stadiums, supported the Swisssnowwalking event in Arosa and are one of the main sponsors of the sports high school in Davos.
"Grenztour Graubünden" The aim of the project is to circumnavigate the mountainous canton of Graubünden along its geographical border. A total of 173 two-thousand-metre peaks, 161 three-thousand-metre peaks and, with the Piz Bernina, Graubünden's four-thousand-metre peak, have to be crossed. The initiator of "Grenztour Graubünden" is extreme alpinist Norbert Joos from Chur. On June 19, Joos will set off from Chur together with his mountaineering colleague Peter Gujan and a support team. He reckons it will take 45 to 60 days to complete the 740-kilometre route - depending on the mountain and weather conditions. (sk)
Interview: Simone Keller
Passugger and Allegra are also based in the canton of Graubünden. Why is Rhäzünser supporting the project?
The roles that our mineral water brands play within our brand portfolio led to this commitment being applied to Rhäzünser. Rhäzünser is our highest-volume brand. It has the strongest connection to the canton of Graubünden, which we have also communicated with the ibex in our logo since our brand relaunch at the beginning of 2004. Rhäzünser is a highly mineralized mineral water and has been present in the sports environment for a long time. The brand also has a strong foothold in the retail trade. Passugger and Allegra are geared towards the upmarket gastronomy sector and tend to communicate in a quiet tone.
What services does the commitment include?
In addition to a sponsorship contribution, we naturally supply the athletes and their teams with our products.
Apart from PR, are there any other measures planned to publicize the commitment? Various activities are planned in the BtL area, where we would like to bring the border tour closer to our customers and consumers together with the Rhäzünser brand. On tour, we will be present with our products at high-profile stops.
How important is sponsorship within Rhäzünser's marketing mix and budget?
Sponsorship accounts for a significant proportion of the Rhäzünser umbrella brand budget. We selectively look for sponsorships that fit the brand in terms of theme and demonstrate our close ties with the canton of Graubünden.
Rhäzünser, for example, has a long tradition in the sports sector. In the past, we were involved in the Tour de Suisse and the Graubünden Marathon/Graubünden Walking in 2004. This year, we are present in sports stadiums, supported the Swisssnowwalking event in Arosa and are one of the main sponsors of the sports high school in Davos.
"Grenztour Graubünden" The aim of the project is to circumnavigate the mountainous canton of Graubünden along its geographical border. A total of 173 two-thousand-metre peaks, 161 three-thousand-metre peaks and, with the Piz Bernina, Graubünden's four-thousand-metre peak, have to be crossed. The initiator of "Grenztour Graubünden" is extreme alpinist Norbert Joos from Chur. On June 19, Joos will set off from Chur together with his mountaineering colleague Peter Gujan and a support team. He reckons it will take 45 to 60 days to complete the 740-kilometre route - depending on the mountain and weather conditions. (sk)
Interview: Simone Keller
