Vice: Discover Grisons with Julian Thorner
Vice Switzerland is responsible for the design and implementation of the current content campaign for Graubünden Ferien.
Graubünden has a lot more to offer besides the big and well-known tourism destinations. That's why Graubünden vacations markets the small and fine villages and regions of Graubünden with the marketing cooperation "Graubünden: My Mountain Village". In order to show the mountain villages and its people to a broad audience, Graubünden Ferien now relies on the storytelling expertise of Vice. "We use moving image content to tell unique stories of real people, illuminating new perspectives: from the philosophical butcher from Val Bregaglia to the youngest Swiss dairymaids from Prättigau," says Florian Jacquier of Vice.
Julian Thorner, radio host and passionate motorcycle rider, takes the audience through three video episodes that will be published on Graubuenden.ch's owned and social media channels.
To better reach the young and coveted Millennials audience, the content will also be activated using dedicated online and mobile advertising assets across Vice's digital network. This ensures maximum engagement and reach. The campaign, which continues through the end of September, is running successfully. The first two episodes have already generated well over 150,000 video views in just under two weeks.
Responsible at Graubünden Ferien: Nicole Derungs (Product Development), Manuela Ruinatscha (Head of Product Management). Responsible at Vice Switzerland: Alexandra Blöchliger (concept/creation), Gina Buff (production), Tom Gibbons (camera), Stefan Rüegg (direction), Florian Jacquier (overall lead).
