Graubünden Tourism: The Photography Ban

Graubünden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg'n and increase tourism to the area.

Campaign details

Advertiser: Graubünden TourismBrand: Graubünden TourismAgency: Jung von Matt/Limmat ZurichCountry: Switzerland

Objectives

The holiday region "Bergün", located in the alpine canton of Graubünden, desperately needs more tourists. The task was to find a low budget solution that would make people aware of the charming mountain village and raise bookings by at least 20% during the holiday season in 2018.

The creative work was a law. A law that bans photography in the wonderful region of Bergün. The goal of the law: If you ban something, people automatically want to know why. If you...

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