Cell: The passion to make every journey an experience

With Reasonifly.com the agency has created a long-term editorial platform that documents emotional stories of personalities in blog form and offers passengers the opportunity to share their passion for traveling the world and boarding a plane several times a year directly on the site. Thus, thanks to the integrated social media tool, the community on the platform can publish posts directly on their own profile. Or, if the story is to be longer than 140 characters, submit it as scrolling text with images and/or videos. All posts are continuously curated by the agency and presented on the site's social wall.

The agency regularly evaluated ambassadors who give the content platform a face, fit Swiss' brand values, and create a lasting positive impact for its brand image. A storytelling style was developed for the platform that documents the ambassadors in an authentic way. Short, editorial-style videos introduce the individuals in each case. In blog style, the stories are continued and disseminated via social media posts in narrative and activation form on owned and earned media channels. Up to articles in the Swiss Magazine on board.

With the recently published portrait of the ambassador Christian Bobst - in addition to the wakeboarder Sam Lutz, the yoga teacher and socially engaged in India Sabina Asnani and the theater actor Gianni Blumer - another exciting personality could be won. With his camera, Bobst travels again and again to distant countries, delves into a topic, a story, and wins prizes again and again with the resulting documentaries. On reasonifly.com he is portrayed with his photo series on Senegalese wrestlers, for which he received a World Press Photo Award this year.

The recently published Ambassadors story tells of 22-year-old Cindy, who travels the world for love. Cindy is a good example of how the editorial platform works. Namely, with real stories, from real people. To this end, the agency has also created the "Join in" section, which Cindy also used to get in touch.

In addition to the ambassadors, the platform is not only intended to track down new stories, but also serves as a social hub, and so a large part of the storytelling also takes place on the social web. Finally, the website aggregates all channels in one place. "The platform is constantly changing, it's alive and growing," says Ryan Daynes, creative director at Cell.

Responsible at Swiss: Nadja Griehl, Benjamin Fehrenbach (Social Media Marketing). Responsible at Cell: Dino Ceccato (overall responsibility), Ryan Daynes (creative/art direction), Daniel Gremli, Martin Rüegg (text/concept), Petra Lieberherr (social media editorial), Bürobureau (film production), Netzbarkeit (development).