"Enavant Grischun", Bündnerfleisch communications campaign launched
Together with tourism and non-tourism partners, in autumn 2007 Grisons launched a perennial defensive communications campaign.
The Association of Bündnerfleisch Producers and its members are proud to be partners of this defensive strategy and in autumn 2008 or spring 2009 are launching an advertising campaign.
Background
Grisons is also known as Graubünden and – as proprietor of the trademark "graubünden" – the Grisons government has awarded the marketing organisation Graubünden Ferien (Grisons vacations) supplemental financial means in connection with its task. The canton’s contribution forms the financial substructure for the 4-year communications campaign in the (touristic) key-market of German speaking parts of Switzerland, as well as in the region of south Germany. And financial means will be topped up through the contributions of involved tourism and non-tourism partners.
Time to lock horns
The prominent advertising agency Jung von Matt/Limmat is entrusted with the implementation.
True “Star“ of the new campaign is the Bündner heraldic animal and trademark, the Capricorn. As congenial eye-winking ambassador, the proud wild animal comes into force in all conversions. Like no other symbol, the Capricorn embodies the original and unique Graubünden/Grisons mountain world and authentic values of the brand.
Objectives and partners of the campaign
The clear positioning and differentiation of the region - and the quality brand from the Alps - on a sustainable basis. A platform is also available to participating partners, on which their respective offers, services and products can be placed.
Involved in the “Enavant Grischun“ brand campaign are the Arosa tourism partner, Graubünden mountain railways, Davos Klosters, Engadine national park region as well as “precious little places”, Lenzerheide and the Rhätische railway.
Acquired partners in the non-tourist sector are the Association of Bündnerfleisch Producers, alpinaVERA, Calanda, Passugger and GraubündenKULTUR.
Skillful implementation of the defensive strategy
The Capricorn campaign has impressed the public since its birth in autumn 2007 - and with its various implementation methods sets new measures in modern communication and the protection of brands. The “Capricorn Remix“ – a synchronized shared TV spot on the Internet – was awarded the Swiss dialog marketing prize as well as Best of Swiss Web 2008”.