Video strategy of Arosa Tourism: the 4 success factors of the campaign „Bärenland“

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Arosa Tourism has succeeded – the project „Arosa Bärenland“ has been adopted by the people of Arosa with a clear YES. The project is innovative and forward-looking. The team behind the project showed great enthusiasm and commitment, and also acted professionally from communication. In the shortest possible time, well-established communication channels were available. In the run-up to the vote these provided voters with solid and transparent information. The result was an exciting mix of background information, news and media clippings. The project managers also understood how to receive and respond to questions and uncertainties from the media and the general population quickly. In the entire communication strategy, video has also played a central role. In terms of the vide strategy here are the four factors which contributed to the success of the campaign:

Video as part of the communication DNA

Video was not an entertaining „side product“, but a key element in communication. It didn’t matter which event took place where and when. A video statement about the Bärenland project was always obtained from selected opinion leaders, whether it was from the municipality president, the director of Switzerland Tourism or a hotel operator. Every positive statement was captured with the camera and broadcast in a timely manner. This resulted in almost 30 video clips. Through the full versions of the presentation videos, an average dwell time of more than 25 minutes was achieved, with a total of just under 4,000 unique views. This is a very successful value for a regional, time-limited campaign.

bildschirmfoto-2016-12-13-um-14-48-04Regular video quotes on the „Bärenland“ projectContent before show

It was important that the videos contain solid information about the Bärenland project. It was all about the content or the message and not about the show around the video production. Information events were fully recorded and split into individual snippets. Quotes were captured ad hoc without preparing the perfect framework through long preliminary work. The focus was on producing high-quality videos in a lean and agile way, without having to inflate the production apparatus unnecessarily, thereby wasting money. So during the campaign, almost 30 videos were produced. This created a constant presence on the different channels.

bildschirmfoto-2016-12-13-um-14-49-21Video snippets as background informationOrchestration of distribution channels

A large part of the communication for the Bärenland project was run through social media. There was a unique Facebook page for the Bärenland and this was actively used. Locals and interested parties asked their questions, to which they were soon given an answer. In addition to Facebook videos were also regularly broadcast on arosa.ch and Arosa TV. These were orchestrated with the other channels.

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Videos on Facebook were an important part

Fast reaction time

The project managers worked quickly, very quickly even. They reacted within a very short time to readers’ letters and even to critical comments. Because of the large number of videos (various topics, interviews, quotes, etc.), in most cases a suitable video with direct reference to the topic could be provided. Fast, transparent and ongoing. This is how the communication of the future looks.

Arosa Tourismus has shown how, with solid project and resource planning, the medium of video can be effectively used as part of successful campaign management. And with a manageable budget. We congratulate Arosa Tourism on its success and look forward to further cooperation.

Personalized video for the Swiss Concussion Center

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The Swiss Concussion Center, an international center of excellence for the treatment of concussion in high-performance sports, is growing. In order to make the problem of this serious injury occurring in high-performance sport even more visible, the Swiss Concussion Center invited various institutions to an interdisciplinary workshop on the topic of personalized videos. The aim was in the invitation letter to put the participants emotionally into a situation in which concussion often occurs, namely a body check in ice hockey. A video (endless loop) was visible in the invitation website header. The name of the invitee was displayed on the jersey, and then the subjective camera perspective takes over. The names were automatically rendered into the video, minimizing the effort required to produce the individual videos. They not only provide personalized video surprises, but also trigger an emotional involvement in the situation – in this case, the situation of a checked ice hockey player.

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With Virtual Reality (VR) on Minor-Schöggeli-Search in Arosa

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In collaboration with the Virtual Reality production company Bandara, YOVEO has developed a concept for the marketing of the well-known squirrel trail in Arosa. The interactive hiking trail can be experienced by the user as a virtual reality video with a 360 ° view. The video shows the squirrel trail and its animal inhabitants and also provides a competition. Minor-Schöggeli  are hidden all around and the user must find them. The number of  Schöggeli found can be posted on the Facebook pages of Arosa and Minor. A year’s supply of Minor-Schöggeli are at stake.

For the first time in the German-speaking world a virtual reality production was also financed by advertising marketing. Goldbach Media (Switzerland) AG took over the marketing for Arosa Tourism and was able to obtain the services of media agency  Mediakanzlei  and the sponsorship of Minor for the project.

At the same time a video was produced for social media. This shows how women from Zurich  reacted to „real“ squirrels. The goal of the video is to raise interest in the virtual reality competition and at the same time generate traffic on the social media channels of Arosa and Minor.