Cross-media campaign by 08Eins to strengthen the RTR brand
Together with 08Eins, RTR launches the campaign "RTR ed jau" (RTR and I), which positions Romansh radio and television as an important pillar of the fourth national language, its culture and population.
With the "RTR ed jau" campaign, Rhaeto-Romanic radio and television is positioning itself as an important pillar of Rhaeto-Romanic Switzerland. The campaign focuses on employees of the SRG subsidiary. RTR shows that it not only documents Romansh culture, but also lives and promotes it. The campaign to strengthen the RTR brand was developed together with the Chur-based Bureau 08Eins.
Cross-media campaign
The lynchpin of the campaign is the landing page Play.rtr.ch/rtredjau on which portrait videos of RTR employees have been shown since the start of the campaign. The focus is on the personalities, their passions and how they are influenced by Romansh culture. In addition to background information and the portrait videos, tips and tricks from the testimonials create additional added value for visitors to the page. The portraits are teased on social media platforms and linked to the landing page. The poster campaign with the two testimonials runs simultaneously.
Family life and the love of cooking
TV presenter Isabella Wieland and radio man Sergio Guetg are the first two protagonists of the campaign. Both describe the influence that Romansh in general and RTR in particular have on their lives. Wieland explains how she, as a working mother of three daughters, organizes her everyday work and family life and the central role that Rhaeto-Romanic culture plays in this. Guetg compares working at RTR with his greatest passion, cooking. Both are creative and connect cultures and generations.
Real identification
"You can sense in the collaboration with RTR that the employees are not simply doing their job, but identify with the company, the language and the Rhaeto-Romanic culture. This pride and the passion of the protagonists inspired us to create the campaign," explains Marco Tscholl, project manager at 08Eins. This identification is conveyed to the viewers of the contributions and has an infectious effect.
