Graubuenden Ferien: Obermutten - A little village goes global

This campaign aimed to promote the small villages of the Swiss alpine region of Graubünden as a holiday destination, by using social media, buzz and public relations to bring them out of the shadow of higher-profile resorts such as Zermatt and St Moritz.

Graubuenden Ferien: Obermutten - A little village goes global

Jung von Matt/Limmat Zürich

Advertiser: Graubuenden FerienBrand: ObermuttenCountry:Switzerland

Objectives

Switzerland is known for big alpine tourism destinations: Zermatt, St. Moritz and Interlaken, for example, are only a few of many world-famous resorts which utilize heavy marketing and communication efforts to further establish their dominance. Since they are best-known and highly profiled brands, they are the premier choice for both Swiss and international tourists: 12 destination brands made up for 95% of all overnight stays in 2011 (Source: Swiss Federal Statistical Office, 2012).

The main objective of...

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