Graubünden mountain air sommelier inspires guests and press


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With the mountain air sommelier, WIRZ and Graubünden Ferien are launching a new tourist offer: How do we experience nature when we focus entirely on our nose? With over 9 million earned reach, the new offer reaches audiences from all over Switzerland.

Patrick Stebler, the world's first mountain air sommelier and a trained perfumer, worked together with WIRZ and Graubünden Ferien to develop a scent profile for each mountain region that depicts the peculiarities of the villages. As one of the most powerful senses, the sense of smell speaks directly to memories and emotions. In particular, the clear mountain air found in Graubünden can thus be packaged into tourist experiences that have something to offer for every need. Guests can thus tour the mountain villages of Bergell, Bergün Filisur, Viamala, Vals, Engadin Val Müstair, Valposchiavo, Prättigau and Surselva olfactorically.

The announcement of the newly launched offer generated a great deal of media interest. National and regional media such as the "Sonntagszeitung", "Coop Zeitung" or the "Tagesanzeiger" dedicated various articles and reports to the mountain air sommelier. In total, articles, reports, social media posts and radio interviews have reached over 9 million unpaid impressions.

Small budget with big impact

The mountain village destinations had a small marketing budget and the desire to inspire new guests for vacations in the mountain village as well as to surprise regular guests with something new. The main target group of the offer is over 50 years old, loves good food, books and the untouched nature. The goal was to conceive an idea that creates attention and leaves nature untouched. Yves Luetolf, Marketing Director of Graubünden Ferien: "Our mountain air sommelier has already created a lot of buzz. In addition, we receive countless requests for private tours with Patrick Stebler. The interest pleases us and confirms that tourism can and should always develop further. That's how our guests keep finding their way to Graubünden."

The offers developed with the mountain air sommelier can be discovered on your own in the mountain regions. From spring 2023, the guided tours with Patrick Stebler are bookable.

All information can be found on the website

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