Noah Bachofen promotes the Glarus region in a truly amazing way

The Swiss National Wrestling and Alpine Festival (ESAF 2025 Glarus+) is a crowd-pleaser. With this major event on the horizon, the whole of Switzerland will be looking to the canton of Glarus. The canton of Glarus, the three Glarus municipalities and the VISIT Glarusland tourism organisation are using this unique opportunity to showcase the region’s attractions. The theme ‘Echt sagenhaft’ (truly amazing) will focus on the topics of work, living and leisure.

‘Echt sagenhaft – with this slogan, we are not presenting the canton of Glarus in the classical regional marketing style, but rather as it really is: truly beautiful, truly authentic and truly amazing. The perfect protagonist? Local resident Noah Bachofen. The first filming sessions have already shown that this is a truly exciting campaign for us,’ says Jasmin Suter, Co-Head Social Media, from the digital marketing agency ROB NICOLAS, which is designing and implementing the campaign.

Videos, social media posts, a website at echtsagenhaft.ch, press articles and, as the crowning glory, an image film will be produced for this purpose. The campaign will begin on 26 March with the first episode and will reach its climax with the image film, which will be broadcast during the ESAF.

A Glarus resident for the canton of Glarus

The face of the Glarus campaign is the Glarus-based chef and social media star Noah Bachofen. He and his influencer colleague Nico Franzoni will be accompanied on their mission to create an authentic image film about the Glarus region. Noah is convinced that the success of the project depends on his colleague Nico experiencing the true essence of his homeland and experiencing it with all his senses. Each episode highlights a different aspect of the Glarus region and presents the ‘truly amazing’ in a fresh, bold and witty way.

‘This project is something special for me,’ says Noah Bachofen, adding: ‘I am a Glarus resident. The Glarus region is authentic. It is not just a place, it is a way of life.’

Glarus diversity on echtsagenhaft.ch

The campaign aims to make this way of life visible. The Glarus region is positioned as an attractive place to live and work, as well as a diverse leisure region. In addition to the episodes with the influencers, five people are being portrayed who talk about their careers and the quality of life in the Glarus region. In line with the motto ‘walk the talk,’ the landing page on the website echtsagenhaft.ch shows the diversity of the Glarus workforce and provides companies with a platform to position themselves as potential employers.

‘People are looking for quality of life. The workplace plays an important role in this, but it is not the only factor. To showcase the diversity of the Glarus economy, we are offering companies the opportunity to present themselves on echtsagenhaft.ch. Many have already taken up this opportunity and are not only showcasing the diversity of their products, but also their company culture, values and benefits, in order to attract potential employees. Those who participate will benefit from the reach and the spotlight that the collaboration with Noah Bachofen and the Glarus Cantonal image campaign will bring,’ explains Andreas Mächler, who is responsible for promoting the canton’s location.

About Noah Bachofen: Influencer, host of the TV show Hype Kitchen, cookbook author and face of the campaign. The native of Glarus has built a remarkable career on the internet over the last three years. Millions of people click on his video recipes on TikTok and Instagram. He not only has a flair for social media and a passion for cooking, but also a strong sense of belonging to the canton of Glarus.

About Nico Franzoni: The Bern-based podcaster was the face of Watson for several years. Nico has made a name for himself both on the internet and on television. He is characterised by a great deal of creativity and extensive knowledge, combined with a passion for social media. Together with Noah Bachofen, he forms a perfect duo that complements each other perfectly.

Caption

Cover image: Noah, a native of Glarus and social media star (right), is teaching Nico the diversity and beauty of his homeland as part of the new Glarus Land campaign ‘Echt sagenhaft’
Copyright images: ROB NICOLAS

Kontakt
VISIT Glarnerland AG
Head of Marketing & Communications
Janina Schiesser
janina.schiesser@glarnerland.ch
+41 (0)55 610 21 21

ROB NICOLAS GmbH
Project Manager Glarus Land Image Campaign
Jasmin Suter
jasmin.suter@robnicolas.ch
+41 (0)81 511 97 97