Graubünden Holidays
When sleeping becomes a sport
A tourism campaign that doesn’t just promise relaxation—it makes it a reality.
The Challenge
Graubünden positions itself as the coziest canton in the world—and even has its own word, “patgific,” for the relaxed Graubünden lifestyle, which has already been featured in several campaigns. In 2024, the goal was to make this coziness even more tangible and to emphasize that in Graubünden, slowing down is more than a promise—it’s a way of life.
The benefits
With the Great Graubünden Sleep-Off, we turned relaxation into a sport. The event not only made the “patgific” feeling visible but also tangible—in a way that surprises and delights new target groups. Thus, an abstract brand promise became a unique experience, perfectly suited for social sharing and carrying the message far beyond the region.
Immersive Brand Buzz Program
Products included: Demand Driver, Creative Breakthrough, Campaign & Content Marketing Refiner, Creative Factory & Lean Machine
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Nico Keramaris
Managing Director Marketing Innovation
A brand experience that exceeded all expectations—not just for the participants: Creator content before, during, and after the event, combined with media coverage, resulted in a cumulative reach of over 7 million. And Graubünden’s cozy charm became a national talking point.
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Reach
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Applications
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News articles
