Rhaetische Bahn: Webwandern (Online hiking)

This case study describes an online campaign by the Rhaetian Railway (RhB) in Switzerland, a UNESCO World Heritage Site, based around a virtual tour of the 131km hiking route that the railway runs along.

Rhaetische Bahn: Webwandern (online hiking)

Agency: JUNG Von MATT/LIMMAT ZürichAdvertiser: Rhaetisch BahnBrand: Rhaetisch BahnCountry: Switzerland

Objectives

Hiking sounds rather boring. Hiking is not trendy. Hiking is something for pensioners. At least that's the impression one gets from the countless offers and leaflets on the subject across Switzerland. The Rhaetian Railway (RhB) runs along one of the longest and most beautiful hiking routes in the country: the UNESCO World Heritage Site Rhaetian Railway in the Albula/Bernina Landscapes. This makes discovering bridges and viaducts child's play: tired feet simply climb aboard the RhB. Passengers with...

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