New platform shows why Switzerland should be discovered by public transport

The benefits of public transport no longer need to be explained to people in Switzerland. The situation is different for visitors from all over the world. And that is the job of Swiss Travel System. The marketing company was founded in 2011 by SBB, Switzerland Tourism and five Swiss public transport companies. It markets Swiss public transport worldwide under the brand Travel Switzerland.

Since December 2024, this has been done under the new "5+ Reasons" platform, for which the two creative directors Marvin Hugentobler and David Lübke are responsible. The aim of the new communication is to convince international guests to opt for the train, bus, boat and other public transport services in Switzerland - both for traveling from neighbouring countries and for exploring the country itself.

A quintet of reasons makes the start

There are various reasons why you should visit Switzerland. Many of them are familiar from James Bond, Bollywood films or even Heidi. However, many people are probably less aware that the best way to discover the country is by public transport. The new communication therefore focuses on the five most important reasons for using public transport: The view, the reach, the reliability, the sustainability and the ticket.

The platform and its messages were deliberately designed to be open, so that other reasons can - and will - easily be added to these five most important ones in the coming years. Because just as there is always another reason to visit Switzerland, there is always another reason to choose public transport.

Sustainability as a guiding principle

The reason "The Sustainability" is a special case. On the one hand, sustainability is a megatrend that is also reflected in people's travel habits: Slow travel and mindfulness are becoming increasingly important. And on the other hand, it is of course a field in which Swiss public transport has always communicated. This is why the new platform goes one step deeper and already provides five additional sub-reasons that are subordinate to sustainability.

The platform was launched in December 2024 and will be used in all relevant target markets and numerous channels around the globe from 2025.

Responsible at Swiss Travel System: Philipp Schad (Project Manager 5 Reasons), Tanja Blumer (Project Manager Sustainability), Nathalie Jakober (Creative Consultant/Project Manager Marketing Production), Michael Kistler (Media Designer), Wido Kuhlemeier (Copywriter), Nadia Ficer (Head of Marketing Production), Andy Niederhauser (Head of Marketing Coordination) . Responsible at Studio Marvin HugentoblerMarvin Hugentobler (Creative Direction). Responsible at Kreation Lübke: David Lübke (Creative Direction).