Graubünden Ferien
An anti-aging treatment for Gian & Giachen
How Switzerland’s most iconic tourism brand is making its cult figures fit for the future—and thereby reaching a new generation.
The Challenge
For 16 years, the two ibexes Gian and Giachen have represented Graubünden and left an indelible mark on the brand. But a new generation of tourists is coming of age—one that no longer feels as strongly connected to the iconic figures and can hardly be reached through traditional TV channels. The challenge: to evolve a proven but aging communication concept so that it remains relevant in the age of social media.
The Benefits
To promote Graubünden as a nature destination, we consistently adapted the iconic duo for the digital world. With shorter, more concise formats for Meta and YouTube, as well as a more agile production process, Gian and Giachen received a rejuvenating makeover. This allowed them to remain true to their role as likable ambassadors—while simultaneously connecting with a younger, digitally savvy audience.
Creative Scale-up Program
Products included: Demand Driver, Creative Breakthrough, Social Media Refiner & Lean Machine
Write to me—I’d be happy to reach out personally for an initial conversation.
Nico Keramaris
Managing Director Marketing Innovation
The Result
The reimagining brought the ibexes back into the feeds of a new generation. Thanks to high engagement on social media and significantly more efficient production cycles, Graubünden presented itself as an authentic and digitally relevant tourism brand. Gian and Giachen proved that even after 16 years, they still work “like a charm” and show no signs of slowing down.