Wirz and Graubünden position the canton as an attractive place to work and live
Wirz and the Graubünden brand are continuing the «Enavant 4.0» regional promotion campaign with additional partners, as well as new content and initiatives. The message: Graubünden is not only a place to enjoy a deeply relaxing vacation, but also a place to live and work. Gian and Giachen are also part of the campaign.
The Graubünden brand aims to expand the perception of Graubünden with targeted measures - from a tourism brand to a high-profile location brand. In future, the canton should also be increasingly perceived as an attractive tech and industrial location. The "Enavant 4.0" communication campaign launched by the Graubünden brand and Wirz in 2019 is one instrument for this (Werbewoche.ch reported).
"Living and working" with Gian and Giachen
The iconic ibexes Gian and Giachen continue to play a central role, as they are used twice in the current campaign: on the one hand in the "Schaffa" TV commercial, and on the other hand as the keen commentators in four new online videos about living and working in Graubünden. The "Schaffa" TV commercial, which was launched in 2019, is currently being broadcast on SRF1 and SRF2, the Swiss advertising windows of German private broadcasters and various Swiss private stations.
The new short videos featuring talents from Graubünden companies, with Gian and Giachen's usual cheeky commentary, will be shown to the defined target groups on selected Swiss news and tech websites and on YouTube. At the click of a mouse, the short videos lead to the Living and working" content platform. This website contains portraits, innovation stories, interviews, listicals and background articles on the Grisons as a living and economic region.
Partner campaign with high-tech companies
The videos mentioned also build a bridge to the "Innovation and Talent" partner campaign. Seven high-tech companies from the Graubünden Rhine Valley and Prättigau are participating in this campaign. The aim is to work together and with the support of the Graubünden brand to develop the necessary leverage to attract qualified specialists to Graubünden. The companies will be presented at the Content platform by means of exciting portraits of employees. In addition to these portraits, innovation stories were also prepared for the current campaign, which are now being advertised online. Selected job offers from the participating companies have also been newly integrated. The companies involved in 2020 are Hamilton (Bonaduz), Oblamatik (Chur), Polycontact (Chur), Integra Biosciences (Zizers), Cedes (Landquart), Gritec (Grüsch) and the new specialty paper manufacturer Landqart (Landquart). Further companies are under discussion.
Implementation of Enavant 4.0
The overall project lead for the implementation of "Enavant 4.0" lies with the Graubünden Brand Office, which is also responsible for the operational implementation of the non-tourism measures. The purely tourism-related campaigns and measures are being implemented by Graubünden Ferien. Wirz is the lead agency responsible for the conception and implementation of "Enavant 4.0".
