Contexta: New brand identity for Valais

Optimizing synergies, efficiently focusing on customers and actively shaping the Valais image: Valais is meeting these challenges with a new image that is as differentiating as it is emotional. It focuses on the unseen and unknown Valais in order to position and further develop the canton as a unique destination and location brand.

The client is the Valais/Wallis Promotion organization, which has been operational since 2013. As a cross-sectoral promotion company, it is to coordinate the intersectoral marketing of the tourism, agriculture, industry and trade sectors and promote the development of Valais as a canton with high added value. Thus, the new image is also not purely geared to a tourist audience, but involves all interest groups.

Touch, fascinate, motivate. And to strengthen one's own strengths. These are the declared goals of Damian Constantin, Director of Valais/Wallis Promotion: "The new campaign represents a milestone for the Valais brand and is a clear signal for an inner awakening as well as a wonderful invitation to rediscover our canton." Contexta accompanies this departure holistically: In addition to the communicative appearance, the agency is also responsible for a comprehensive customer segmentation, an image study to determine the location as well as for the development of comprehensive partner concepts. For Damian Constantin, crucial pieces of the puzzle on the road to success: "We wanted to get a detailed picture regarding our guests and their attitude towards Valais. Based on the comprehensive segmentation and the studies, we thus have an important basis for successful and sustainable market development," says Constantin.

In the field of tension between rock and heart

For Contexta owner Nadine Borter, this mandate is a very special task: "The Valais never lets go of you as a resident, but also as a guest. The Valais is quite simply a real affair of the heart. For me as a Valaisan and also as an advertiser." So the campaign also paints a completely unique picture of the canton - beyond all Swiss clichés. The communication is exclusively about the strong feelings that the Valais awakens as well as the lasting impression that a visit leaves behind. The new claim condenses this effect: Valais. Carved in the heart. This idea is emotionally charged with a cinematic ode to Valais, which was directed by Christian Aeby. Nadine Borter sees one of the central strengths of the new image in its creative implementation: "This unclichéd visual world and the deliberate non-picture book atmosphere support the unmistakable brand personality, create a differentiating image and break with the established forms of classic tourism advertising. The communicative appearance continues to include advertisements, launch promotions, social media measures, an image brochure, a corporate brochure and events. The Online portal was completely redeveloped in successful cooperation with Hinderling Volkart.

Consistent brand story across all channels

The new brand identity covers all relevant economic sectors and makes Valais a matter of the heart. Against the backdrop of pressure from the consequences of the financial and euro crisis, increasing competition, and not always positive media coverage, Damian Constantin believes the time has come for a turning point and appeals for a self-confident focus on cantonal strengths: "We want to actively influence the image of our canton again ourselves. Tell our own story and shape the image of Valais with it."

Responsible at Valais/Wallis Promotion: Damian Constantin (Director), Madeleine Savioz (Head of Marketing & Communication). Responsible agency: Contexta Werbeagentur BSW, Bern. Production: Yves Bollag, Stories, Zurich. Directed by: Christian Aeby, Hamburg. Online platform: Hinderling Volkart, Zurich. Media: Mediaplus, Bern.