Wirz positions Graubünden as a golf canton
In a new campaign for Graubünden Ferien, Wirz shows that the mountain canton isn’t just known for skiing, hiking, and biking—it’s also a great place to play golf. Through humorous online videos, the campaign uses common clichés about Graubünden as a springboard to shift the focus, surprisingly, to golf.
Graubünden offers beautiful nature, a very high density of golf courses and a wide variety of courses - a true golfing paradise. However, this potential is often underestimated in national competition. Wirz therefore clearly positions the canton as the best option for golfers in Switzerland and declares the mountain canton known for skiing, hiking and biking to be the "golf canton" without further ado.
In order to dramatize this self-confident redefinition, the short online films deliberately play with the common expectations of the vacation canton, before surprisingly focusing on golf. "We use the common Graubünden clichés as a humorous springboard to make a point: Graubünden is also a great place to play golf," explains Antonella Klee, Senior Marketing Manager at Graubünden Ferien.
The two 15-second spots are flanked by advertisements in golf media, DOOH around golf clubs and performance ads on social media, banners and Google Search. The campaign is running immediately and throughout the golf season.
Responsible at Graubünden Ferien: Yves Luetolf (CMO/Vice Director), Antonella Klee (Senior Marketing Manager), Sara Ragettli (Media Planning). Responsible at Wirz Group: Jan Kempter, Patric Franz, Nico Schläpfer, Fabian Nold, Eva Bachmann, Céline Bürgler, Suzana Kovacevic, Nora Moussa, Yussef Serrat, Corinne Räber, Oliver Fäss, Jonathan Müller. Responsible for production: Dynamic Frame (Film Production), Luzius Fischer (Executive Producer), Jeanna Koba (Producer), Noah Röthlisberger (Edit), Maximilian Speidel (Director), Rokas Sydeikis (Director of Photography), DubDub (Soundtrack). Responsible for Media: Speed U Up.
