Yodeling Country Man Charms Stressed City Dwellers on Live Ad in Swiss Tourism Stunt

It's now or never

Here's a fun stunt. To promote tourism, the rural Swiss region of Graubünden got an affable gray-bearded man to yell in real time from a digital screen to passersby in Zurich's main train station—trying to lure them with sweet yodeling and a free ticket to an impromptu vacation in a pastoral mountain town.

The take-it-now-or-leave-it twist is basically a local version of Heineken's Departure Roullette campaign from a couple years back, which offered travelers already at JFK Airport a vacation to a unknown exotic location if they agreed to drop their existing plans.

Still, the Swiss video is a clever enough use of media, with the live dynamic playing on the expectation that the billboard will be comparatively static (in other words, it's also another take on the intelligent



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