«Whining on a Rheintal Level»: Self-deprecating humor as a way to promote the region

Anyone who has driven through the St. Gallen Rhine Valley in recent days may have already noticed them: mysterious «MIMIMI» posters that have been hanging throughout the valley for about a week. Since June 15, 2026, the mystery has been solved—behind the teaser campaign is «Whining, Rheintal-Style,» a new communication campaign by Rheintal.com, the St. Gallen Rhine Valley Association.

Real Benefits Disguised as Supposed «Problems»

The campaign relies on self-deprecating humor: In humorous videos, the region’s real strengths are presented as supposed complaints. The commute is so short that you arrive at work before the intro to your podcast even starts. There are so many leisure activities that choosing one becomes the real challenge. And the living spaces are so spacious that you simply don’t know where to start furnishing them. In short: Anyone who complains in the Rhine Valley is complaining from a position of privilege.

The videos can be viewed on Instagram, Facebook, LinkedIn, and Google, as well as on the website rheintal.com/rhine-valley-level available. In addition, there is an interactive «Whining Check» that lets you find out how much «MIMIMI» is in your everyday life.

A region with substance, not just for show

According to the press release, the Rhine Valley is positioning itself as an attractive place to live and work—«not loud, but compelling; not trendy, but sustainable; not everything, but just the right thing.» The campaign highlights precisely these qualities and showcases them with a touch of humor. It is aimed at people looking for an attractive place to live and work—and deliberately appeals to them through its unexpected sense of humor.

Residents of the Rhine Valley, clubs, businesses, and organizations are invited to participate on social media by sharing their own “moments of frustration” using the hashtag ##rheintalniveau. According to the announcement, the more people who participate, the clearer and more credible the image of a region that knows what it has—and expresses it with a smile—will become.

For more information and all the videos related to the «Whining at the Rheintal Level» campaign, visit rheintal.com/rhine-valley-level Available. The interactive jammer check can be found at rheintal.com/jammer-check.

Contact person at the St. Galler Rheintal Association: Sabina Saggioro, Managing Director