The whole of Switzerland can inherit
Since 2008, the Rhaetian Railway line from Thusis to Tirano has been a UNESCO World Heritage Site. Now the RhB wants to share this heritage with the Swiss people. Specifically, it is reaching out to over 3,000 organizations to form what are known as 'heritage communities.”.
The rules of the game are simple: upload a group photo in club clothing or other eye-catching attire to the www.rhb.ch/erben website. Then vote for your own photo and promote the campaign to others. Unofficial "clubs" are also invited to take part - from the "Club of Cooking Men" to the "Friends of the Extreme Sauna". The two groups with the most votes will travel together to the UNESCO World Heritage Site for a photo shoot for the upcoming RhB advertising campaign. Accompanied by a professional camera team, the winners will be photographed in the heart of the Grisons mountains - including an adventure weekend for the whole group. The winners will also win CHF 3,000 for the association's coffers. The aim is to achieve a high level of distribution right from the launch and encourage many clubs and groups of friends to form a legacy community. The competition will be communicated via various offline and online channels. For the campaign launch, Erd¬mannpeisker has produced a teaser film in which the Rhaetian Railway's Grampers play the leading roles and encourage people to take part. Goldbach also developed various online tools and supported the campaign with targeted search engine marketing. pan
