SBB and Infel: New splendor for Switzerland's biggest travel magazine
Starting now, the travel magazine *Via* is hitting the trains and train stations with a sharper focus and a stronger Swiss identity.
A sharper editorial and design focus, better feel, concentration on core values and adjustment of the target group: Via, the travel magazine of SBB and VöV, will be launched on Friday, October 2, in a refined look. The publishers and Infel Corporate Media are making the adjustments in response to changing reading habits in the age of mobile news consumption. "We believe in the future of the printed magazine. Our customers like to be inspired by good travel stories and exciting portraits while on the move, and not only digitally, but also with a printed magazine," says Gerry Flückiger, Head of Corporate Identity & Design at SBB. "Via focuses on its origins and strengths and brings them to life in a contemporary form," says Gert Schröder, Head of Consulting and Editorial at Infel Corporate Media.
Profile sharpening
In the future, Via will focus on the target group of travelers over 40. Consequently, the editorial offering has also been sharpened. In the future, Swissness, tradition and authenticity will be more consistently incorporated into the focus of the articles. This intention is also reflected in the revised layout: The images are even more generous than before and show a Switzerland that can be proud of its great destinations, its unique landscapes and traditions. Via wants to bring this enthusiasm to its readers - travel in the mind fertilizes travel in reality. The new haptics reflect the intention to offer customers added value that does justice to the service standards of public transport in Switzerland.
The project has also met with great acceptance from the marketing partner Publicitas: "The redesign is a commitment to the printed medium and sustainably strengthens Via's position in the advertising market. This will have a positive impact on the successful marketing of Switzerland's biggest travel magazine," says Evi Bossard, Head of Magazines at Publicitas.
From October 2, Via will be available free of charge at around 250 train stations in German and French-speaking Switzerland in the red Via dispensers and on SBB express trains. Via is also available at Via.ch to find.
