Still keen on Grisons grass
Tourism AY&R unveils a whole new side of Graubünden for the vacation region’s marketing campaign.
Tourism AY&R discovers for the brand advertising of the
vacation canton a whole new Graubünden.
Graubünden is "a very special canton with very special people and services" - who would seriously disagree with this statement by Olivier Federspiel? The employee of the office of the "Graubünden" brand association is therefore placing this statement prominently at the center of a campaign for the mountain canton, which wants to re-establish itself as a brand and is enlisting the communicative help of Advico Young & Rubicam (AY&R) at the end of May, when the advertising agency won the pitch for the Graubünden brand advertising, with which the former "vacation corner of Switzerland" wants to present itself economically and culturally beyond tourism. As part of this repositioning, the new CI with the ibex logo (a creation of the CI agency Interbrand) is also to be publicized through classic advertising. The collaboration between Gockhausen and Graubünden began with a large poster in Zurich's main railway station (see WW 30/03) and is now continuing with print motifs.
Long-haired cattle
The ads, which will run until October 11, start with three subjects on the topics of agriculture, energy and timber construction. One headline - "Long-haired people keen on good Grisons weed again" - is a tongue-in-cheek reminder of a mailing from the former "Graubünden" agency. At the time, Weber Hodel Schmid had sent out a real hemp leaflet for advertising purposes. In the ad from AY&R, the "long-haired" animals are shaggy Highland cattle imported from the Scottish Highlands by an organic farmer from Graubünden. Another motif shows a holidaymaker from Fulda, who has not only found relaxation during his vacation in Graubünden, but also a transportable house designed by architects Padrun & Estévez. As with all motifs, the resolution to the headline can be found in the small print: "Whether construction, vacations, energy, transportation, education, culture or high-quality products: Graubünden is building." In this spirit, the third motif - vacation bliss by a mountain lake - also refers to Graubünden's green electricity, 97.5% of which is produced from optimized hydropower.
In addition to these advertisements, for which CD André Benker and AD Valentina Herrmann are responsible, which combine an emotional vacation mood with surprising information about a modern canton, the "Graubünden" advertising continues to work with the already introduced T-shirts from XXLarge to Small. Car stickers with the new CI have again been created for avowed Graubünden fans.
Farewell to the postcard idyll: AY&R communicates the diverse vacation aspects of the mountain canton for the "Graubünden" brand.
vacation canton a whole new Graubünden.
Graubünden is "a very special canton with very special people and services" - who would seriously disagree with this statement by Olivier Federspiel? The employee of the office of the "Graubünden" brand association is therefore placing this statement prominently at the center of a campaign for the mountain canton, which wants to re-establish itself as a brand and is enlisting the communicative help of Advico Young & Rubicam (AY&R) at the end of May, when the advertising agency won the pitch for the Graubünden brand advertising, with which the former "vacation corner of Switzerland" wants to present itself economically and culturally beyond tourism. As part of this repositioning, the new CI with the ibex logo (a creation of the CI agency Interbrand) is also to be publicized through classic advertising. The collaboration between Gockhausen and Graubünden began with a large poster in Zurich's main railway station (see WW 30/03) and is now continuing with print motifs.
Long-haired cattle
The ads, which will run until October 11, start with three subjects on the topics of agriculture, energy and timber construction. One headline - "Long-haired people keen on good Grisons weed again" - is a tongue-in-cheek reminder of a mailing from the former "Graubünden" agency. At the time, Weber Hodel Schmid had sent out a real hemp leaflet for advertising purposes. In the ad from AY&R, the "long-haired" animals are shaggy Highland cattle imported from the Scottish Highlands by an organic farmer from Graubünden. Another motif shows a holidaymaker from Fulda, who has not only found relaxation during his vacation in Graubünden, but also a transportable house designed by architects Padrun & Estévez. As with all motifs, the resolution to the headline can be found in the small print: "Whether construction, vacations, energy, transportation, education, culture or high-quality products: Graubünden is building." In this spirit, the third motif - vacation bliss by a mountain lake - also refers to Graubünden's green electricity, 97.5% of which is produced from optimized hydropower.
In addition to these advertisements, for which CD André Benker and AD Valentina Herrmann are responsible, which combine an emotional vacation mood with surprising information about a modern canton, the "Graubünden" advertising continues to work with the already introduced T-shirts from XXLarge to Small. Car stickers with the new CI have again been created for avowed Graubünden fans.
Farewell to the postcard idyll: AY&R communicates the diverse vacation aspects of the mountain canton for the "Graubünden" brand.
Andreas Panzeri
