The Great Escape

The Graubünden tourism board needs more tourists – even though this peaceful place in Switzerland is only two hours away from the bustling centre of Zurich. The idea: A mountaineer from Graubünden speaks directly to passers-by via a live billboard at Zurich Main Station. He invites them to take a spontaneous trip to the mountains, gives them free train tickets and they later feature on the billboard themselves. 30 people took a trip 20,000 people saw the promotion live 11 million views on YouTube, Facebook and news websites. 80 million people became aware of the promotion through the media.