The future has origins

Location marketing Uri is synonymous with Gotthard congestion. Now the mountain canton wants to position itself as an attractive temptation. "All locations engage in some form of marketing. The question is whether actively or passively, professionally or rather randomly and intuitively," states the Swiss Association for Location Marketing. This is a new challenge for the canton of Uri, which is surprising given that the image of a traffic jam and transit canton has long weighed heavily on the Alpine world of the canton of Uri. Emil Kälin, Directorate Secretary of the Uri Department of Economic Affairs: "We actually have a lot more to offer, but our attractions are only known to a small segment." The playing field is even shorter when it comes to taxes; all Swiss tax havens are in the immediate vicinity. Other fronts on which Uri is struggling are its dependence on large employers and its population problem: in terms of net migration and population growth, the canton ranks last among all cantons.
Discover and explore Uri
Uri has taken a first step towards active profiling communication with the Altdorf agency WFW, which has implemented its concept in brochures through to its appearance as a guest canton at the Lucerne experience fair Luga. "We are positioning the canton of Uri using the term temptation, which for us is synonymous with discovery and exploration," says Irene Denzler, the person responsible. Terms that point to the future and invite the viewer to take action.
The slogan "The temptation since 1291" indicates the connection to history, tradition and culture and is intended to present the region in an unusually progressive light with its modern and elegant implementation.
Tell 2004: Uri stands by its tradition and yet looks to the future.
Luca Aloisi