"Bilanz" expands presence with new digital presence and brand campaign
A long-established brand is embracing digital relevance and cross-media storytelling: The Swiss business publication *Bilanz* is launching a new brand campaign and a comprehensively revamped online presence. The goal is to bring the magazine’s journalistic quality to life in the digital realm and to expand access to exclusive business content.
For almost five decades, Bilanz has stood for in-depth analyses, investigative research and portraits of leading personalities from business and society. With the relaunch of balance.ch the editorial team is now consistently transferring this claim to the digital space. The new website offers up-to-the-minute content, longreads and background reports - supplemented by articles from the sister titles Handelszeitung, Bolero, Homes and Millionär.
Focus on added value and brand profile
The digital relaunch is accompanied by a nationwide campaign with posters, city screens and online ads in Zurich, Basel, Bern, Lucerne and Zug. Three motifs and video clips form the core of the communication: they emphasize the brand's information advantage, analytical depth and lifestyle expertise.
According to Maximilian Börke, Head of Marketing at Ringier Media Switzerland, the campaign presents "the BILANZ brand in a high-quality, clear and modern way" and makes visible "how the editorial team uses its exclusive access to decision-makers across all channels".
More depth, more frequency, more exchange
Bilanz is also broadening its perspective in terms of content. In addition to familiar formats such as the annual ranking of the 300 richest Swiss, bilanz.ch is creating a multimedia special with interactive elements and in-depth analyses.
With new themed sections, including "Bilnz Watches" for watch and luxury enthusiasts, the editorial team is increasingly focusing on content diversity and community building.
Editor-in-chief Dirk Schütz emphasizes the aim of conveying economic life "not just through data and figures, but through gripping stories and relevant background information". The new digital platform is intended to extend the magazine's rhythm - from monthly issues to continuous, multimedia business reporting.
The new online presence is now available at balance.ch available.
