In its new social media campaign, Heidiland Tourism deliberately plays with common clichés. For example, that the brand "Heidiland" is often associated with the well-known Marché service area of the same name. With a wink, however, Heidiland Tourism points out that the leisure region of the same name has much more to offer to the left and right of the highway. "More than you think" gets to the heart of the core message and emphasizes the unexpected tourist diversity of the region between Lake Walen, Sarganserland and the Bündner Herrschaft. Heidiland Tourism is using the campaign to position itself even more strongly as a varied vacation and leisure region at the start of the fall season in the German-speaking home market.
Through the destination in 60 seconds
In addition to the main video, two other short videos on the two core topics of "enjoyment" and "biking" will be played on various social media channels in the coming weeks. In recent years, the destination has invested a lot in the development of new offers, especially in the areas of enjoyment and biking, together with numerous partner businesses.
Heidiland Tourism deliberately relies on videos in its communication, which are becoming increasingly important on social media. "Thanks to this format, we are now able to tell who we are, what we stand for and how surprisingly diverse our offer is in just 60 seconds," summarizes Adrian Pfiffner, Head of Content Management at Heidiland. The campaign was implemented in collaboration with the digital marketing agency Rob Nicolas, which is based in Chur and Zurich.
Versatility as a plus
As a year-round destination, the vacation region of Heidiland also offers a wide range of leisure activities in autumn. In addition to the two well-known summer and winter sports resorts Flumserberg and Pizol, the Walensee region, the famous spa Bad Ragaz and the neighboring wine region Bündner Herrschaft are among the tourist highlights. With Maienfeld, the original setting of the world-famous Heidi story is also located in the Heidiland vacation region.