Engadin Fall Campaign: Romansh Poetry Instead of Noise
The Rob Nicolas agency is banking on the unexpected for Engadin Tourism: four poems in Romansh as awareness drivers—a deliberately low-key campaign designed to appeal to urban performers through “Deep Health” and analog imagery.
Engadin Tourism’s new fall campaign—developed by the Rob Nicolas agency—has been running since mid-August 2026. The Engadin fall campaign positions fall as the peak season for “Deep Health,” a more comprehensive understanding of health that aims for sustainable lifestyle changes. To drive awareness, it relies on something that would seem unlikely to gain traction on social media: four poems in Romansh.
«Re:» as a prompt to oneself
The Engadin Fall Campaign is aimed at urban high-achievers—people whose daily lives consist of appointments, being constantly available, and unanswered emails. The campaign borrows its prefix from their inboxes: the «Re:» in a reply email becomes a call to action directed at oneself. Four concepts structure the entire campaign, both in terms of content and visuals: Re:think as the overarching story featuring the landscape as its motif; Re:work for actively processing everyday stress using the element of water; Re:connect for a sense of connection with nature on the rocks; and Re:frame for new perspectives through Deep Health, with vegetation serving as a visual anchor.
The fact that this logic runs counter to common social media conventions is no accident—it’s by design. «We could have been just another loud destination campaign. But peace and relaxation from the hustle and bustle of everyday life can’t be shouted about. Not even in advertising,» says Lena Meier, Creative Director at Rob Nicolas.
Four Poems—read by the author
For the Engadin fall campaign, Rob Nicolas collaborated with poet Jessica Zuan, who grew up in Sils and La Punt. She wrote four poems in Romansh based on the four «Re-» concepts and recorded them herself. Her voice guides listeners through the awareness assets and gives the Deep Health offering in the Engadin a language that, while unfamiliar to most listeners, still sounds familiar. Jessica Zuan describes her language as “a landscape that is constantly growing within me. When I wrap it in poetry, it grows for others as well. And in the fall, everything comes together again: the words, the gestures, and the people.”
The Funnel: A Path Down into the Valley
The campaign follows a clear narrative structure: from the outside in. In the awareness phase, the fall landscape conveys the message. In the consideration phase, the people behind the offerings take center stage—a chef who prepares regional and healthy meals, and a coach who demonstrates breathing exercises during guided walks. In the conversion phase, the individual offering takes center stage, accompanied by a call to action.
The visual style deliberately goes against the instinct to show everything in the feed as sharp, fast, and bright. «We rely on warm, natural light, an analog look, and blur as stylistic devices,» explains Lena Meier. Sandra Sem, Senior Marketing Communications Manager at Engadin Tourism, sees this as a harmonious whole: «The interplay between Jessica’s melodious poems and the fall videos transports you to the Engadin in the fall—the atmosphere is calm, relaxing, and inspiring.»
The campaign is running on Engadin Tourism's digital channels.
Contact at Engadin Tourism: Sandra Sem (Senior Marketing Communications Manager), Sereina Jost (Chief Marketing Officer), Laura Benz (Head of Marketing Communications)
Responsible at Rob Nicolas: Lena Meier (Creative Director, Art), Raphael Hemmi (Creative Director, Copy), Carmen Wenger (Project Management & Production), Yannick Brauchli (Project Management & Advertising), Thomas Christen and Michelle Bobst (Post-Production), Rhea Kurath (Graphic Design), Norina Bieler (Copy/Concept), Raphael Marquart (Strategy)
Production partner: Fabian Gattlen (Director of Photography), Filip Zuan (Photographer), Jessica Zuan (Poems), Olivia Spinatsch (Narrator)
