Monami and Graubünden Holidays: Establishing the "patgific" attitude to life
By means of a community voting, the agency Monami has chosen the experiences for Graubünden vacations that best embody the Graubünden attitude to life "patgific". The actual goal: to establish the term in the long term.
What "hygge" is in Denmark, "patgific" is for the people of Graubünden: not just a word, but rather an attitude to life. "Patgific" is Rhaeto-Romanic and means "relaxed", "cozy", "leisurely". With the aim of making the typical Grisons term known beyond the canton's borders, the Monami branch in Chur worked together with Graubünden Ferien GRF to develop a year-round campaign on social media consisting of several phases.
As part of an activation phase, the Graubünden community was called upon to share their personal patgific experiences in Graubünden with pictures. Over 300 experience tips were received from users. The top 12 were then selected in a voting process. Around 13,000 votes - some for a Rhine Gorge hike, others for a trip to the mountain village of Soglio - were cast on the website. Graubuenden.ch a.
The twelve "patgific" experiences, three per season, will now be staged with a variety of content types. In addition, the campaign relies on graphics, GIFs, videos, and actions that are intended to draw users' attention to the term "patgific.
In this way, further campaign elements gradually follow, which together form a successful UGC story. The main goal of the campaign is to establish the term and the associated hashtag #patgific in everyday use - and thus also in social media. Among bundlers and non-bundlers.
