The Graubünden tourism board needs more tourists – even though this peaceful place is only two hours away from the bustling centre of Zurich. Idea: A man from Graubünden wearing traditional Alpine garb speaks directly to passers-by via a live billboard at Zurich Main Station. He invites them to take a spontaneous trip to the mountains and gives them free train tickets. People took the tickets, got on a train to Graubünden and appeared on the billboard themselves.