Contexta: Campaign for Valais economy
Valais has big plans. In the future, the forces involved in promoting the entire Valais economy are to be pooled under one roof and thus under one brand. Contexta presents the first results.
Valais/Wallis Promotion was founded at the end of 2012 as a cross-industry marketing structure with the aim of creating a high value-added economy in Valais. The organization sees itself as a joint, independent, innovative and efficient promotional instrument. Its aim is to help position and market Valais sustainably and thus create an attractive platform for tourism, agriculture, trade and industry.
In this context, the Valais brand is also on the move in terms of communication. "The aim is to strengthen the brand both externally and internally," says Damian Constantin, who has been at the helm of Valais/Wallis Promotion since September 2013. The objectives are clear: "We want to position Valais and the diversity of its offers and products with relevant messages". The focus in the coming months will therefore be on developing communication and designing specific offers. The 47-year-old knows exactly where the Valais must start: "In the future, we need to become more professional in many areas, especially in proving the tourism service. This requires all destinations, partners and service providers involved. They need to be mobilized and sensitized for the joint project."
Nadine Borter, Managing Director and owner of Contexta, also speaks of a starting position that should not be underestimated: "The complex task with numerous target and stakeholder groups makes even the marketing of our own canton a demanding but extremely interesting challenge. We can only make the 13 stars shine if everyone on site pitches in and delivers on the future brand promise.
Both the communicative positioning and the overarching campaign are being created in collaboration with the Bern agency and are currently still being developed. The first measures will be seen in spring 2014. One year later, the 200th anniversary of the canton of Valais will be an absolute highlight.
Insider tips from the Valais
As an immediate measure for the coming winter, Valais ski instructors are revealing insider tips from Valais. On posters, advertisements and in conjunction with tactical online measures, the Valais experts are drawing attention to the advantages of the Alpine canton. The campaign is an adaptation of Switzerland Tourism's winter campaign. Here too, ski instructors from the respective regions reveal the best secrets.
Responsible at Valais/Wallis Promotion: Damian Constantin (CEO), Madeleine Savioz (Head of Marketing & Communication). Responsible at Contexta: Nadine Borter (overall responsibility), Tobias Wasmuth, Jan Ehrenreich (creative direction), Ulysse Schnegg (art buying, FFF), Livio Canonica (graphics), Michèle Borter, Delia Zeiter (consulting). Production: Photography: Caspar Martig. Media: Mediaplus, Bern.
