For breakfast, too, it's true that what comes from the heart tastes best. Together with Caotina, the Zurich agency brought the company's new brand positioning to life and implemented a multi-stage digital campaign designed to strike directly at the heart of consumers' sweet tooth. The subjects and messages were adapted to the respective target groups so that the users can be guided through the customer journey in a way that is appropriate for the target group.

At the heart of the campaign are two commercials in which people surprise their loved ones with something they baked themselves - which is particularly popular with the help of Caotina. The two spots were adapted to all digital touchpoints through cutdowns, adjustments to the text messages and format adaptations, played out on YouTube and social media in line with the target group, and supplemented by smart display ads and rich media display ads. The foundation for the media strategy was developed by iundf Media Impact, the media agency of the iundf agency family.

The campaign has been on selected digital channels since Monday.

Last year, 297,671 guests booked 545,906 overnight stays in Basel hotels. This corresponds to a decrease of 61.7 percent or 877,580 overnight stays compared to the previous year, as can be seen from the tourism statistics published by the Statistical Office on Wednesday and statements from an online media conference held by Basel Tourism.

A sharp decline of 70.4 percent was recorded above all among guests from abroad, while the number of guests from Germany fell less sharply by 44.6 percent.

In 2020, 66 hotels were open for at least one day. However, over a third of them closed their doors during the lockdown phase in spring. This had an impact on the average total number of hotel rooms on offer: This fell by 11.2 percent to 3969.

Basel Tourism with 5 million less turnover

The coronavirus crisis is hitting city tourism particularly hard, said Carlo Conti, President of Basel Tourism, at the online media conference. The loss of revenue last year was enormous. For example, Basel Tourism only generated revenue of CHF 7 million instead of the budgeted CHF 12 million due to a lack of guest tax revenue or the fact that city tours did not take place.

However, short-time working for all employees and the release of reserves meant that Basel Tourism had survived the past year relatively well, said Director Daniel Egloff.

Egloff assumes that tourism in Basel will slowly pick up again this summer/autumn. "At the same time, we unfortunately expect digitalization to take hold in corporate communications and leave a lasting mark on business tourism in Basel." Tourism will not have fully recovered from the coronavirus pandemic until 2025/2026, said Egloff.

Dramatic situation for hotels and restaurants

According to Raphael Wyniger, President of the Basel Hoteliers' Association, the loss of revenue at hotels due to the coronavirus pandemic is "dramatic". Hotel room prices are also under pressure, as many beds are available. The drop in revenue per available room is over 75 percent.

"The coming months will be tough and the hotel industry is facing enormous challenges, especially as business tourism, which is important for Basel, will still not take place," said Wyniger.

Alexandre Kaden, board member of the Basel Innkeepers' Association, also painted a gloomy picture. According to his estimates, the 1000 or so hospitality businesses in Basel are currently losing 10 million francs a month in turnover. The hospitality industry is struggling to survive and many businesses are in debt, said Kaden. "Unfortunately, normalization is still a long way off and the time after the lockdown will be a challenge for many businesses."

According to Director Daniel Egloff, Basel Tourism wants to expand its "experience marketing" and focus more on leisure tourism by 2024. The association is also hoping for more state contributions from the canton of Basel-Stadt, as income from guest taxes has declined, said Egloff. Basel Tourism currently receives contributions of CHF 1.9 million per year from the canton. (SDA)

As an ICT service provider, Swisscom offers companies far more than just Internet access. Bühler&Bühler's task was to bring the breadth of the offer to the point and to win leads. For the personalized mailing, the agency developed a concept that tells the benefit via a tangible advantage: The timer, integrated into a folding card and set to 70 minutes, shows how much time an SME in Switzerland spends on Internet and IT concerns on average every day. 70 minutes that would be better invested in the core business. "Use your time for what really counts," Swisscom recommends to its customers.

"The mailing's form already consistently responds to the recipients' needs: Instead of taking up their valuable time for explanations, we make concrete benefits immediately tangible. The story is rounded off with an appeal to simply set the timer to zero. Because Swisscom gives its business customers this time thanks to clever solutions and services," explains Doris Bühler, Creative Director at Bühler&Bühler.

In order to generate as much attention as possible for the topic of fire risk, the GVB, together with the Lyss agency In Flagranti various awareness-raising measures on the topic of fire protection, including videos and a quiz. Ads&Figures defined the digital strategy, including social media, programmatic advertising and search engine advertising.

Thanks to the strategic multichannel approach - the optimal interaction of all channels and measures - the ambitious conversion target was achieved with considerably less media budget than planned.

Social media as a drawing card 

In this campaign, social media proved to be the most important channel. According to Ads&Figures, it was ideal for directing infotainment-oriented content - in this case videos and quizzes - to the target group: The majority of overall conversions were achieved using social platforms.

Every year, there are around 11,000 fires in Swiss buildings. This is clearly too much, according to the Fire Prevention Advisory Board BFB, which commissioned Komet to launch a campaign based on a competitive presentation, highlighting the importance of preventive fire safety measures within one's own four walls. For example, candles and fireplaces should never be left burning unattended, and electrical appliances should be checked regularly.

The message of the social video ads is that rewinding is only possible on film, which is why Komet has torched and filmed stacks of family and souvenir photos and is now playing them out in fast rewind mode. After all, it's precisely such personal things that you can't replace with any money in the world after a fire at home. With the campaign, the agency wants to stir up emotions in quick rewind mode. In addition, the freshly designed website Bfb-cipi.ch and a new image brochure ensure a fireproof overall appearance for BFB.

In her new position, Katharina Fontana will focus on the topics of law and society. Between 1999 and 2003, the journalist was already working for the domestic department of the NZZ had been active. She then worked for 10 years in the Bundhaus editorial department and took over federal court reporting in 2013. In 2017, after a total of 19 years, Katharina Fontana left the NZZ and switched to the Weltwoche.

"I am very pleased that Katharina Fontana, a strong liberal voice and outstanding journalist, is returning to us," said Christina Neuhaus, head of the domestic desk at the NZZ.

Katharina Fontana studied law at the University of Basel. Before joining the NZZ the doctor of law worked as a research assistant at the Federal Office of Justice.

Last week, the UBI deliberated on nine submissions concerning complaints about 19 publications (television 10, online 6 and radio 3), according to the SRF newsletter published on Tuesday. Regularly a one-sided representation of the skeptics of Corona measures is criticized. The complaints dealt with were directed exclusively against publications of SRF and RTS.

The complainants argued that the reports on corresponding groups always focused on problematic aspects such as proximity to conspiracy theories (QAnon) or to right-wing extremist circles. However, this concerns a small minority. The majority and their concerns are not reported on.

This criticism was also shared by members of the UBI in relation to individual contributions to the demonstrations of August 29, 2020 against the Corona measures in Berlin, it was added.

After intensive discussion, the UBI concluded that the two-part report in the "Tagesschau" main edition of August 29 also complied with the minimum requirements of programming law. The UBI dismissed the corresponding complaint by six votes to two.

The UBI unanimously rejected a complaint against the "Rundschau" report of September 9, 2020 on Corona conspiracy theories. The clearly evident focus and the transparently conveyed information allowed the audience to form its own opinion, the UBI wrote.

On the other hand, the UBI approved three complaints against a radio report by RTS on aid services provided by Cuban medical personnel abroad on May 13, 2020. The one-sided report, which concealed essential facts, had made it impossible for the audience to form its own opinion in the sense of the principle of objectivity.

For the first time, the commission said it conducted the public deliberations digitally. (SDA)

ComRo has already been responsible for POS marketing in Migros stores for the past three years - this included measures such as textile tension frames, LED tension frames, stands, posters, billboards, 3D lettering and 3D implementations.

"The ComRo team is proud that we were able to prevail in the pitch against around 15 competitors and that we will be able to ensure a coherent appearance at the POS in the sales centers with our designs for Migros for another three years. The trust placed in us by Migros is a testament to our quality," says Silvan Rohner, who is delighted that Migros has once again awarded us the contract. "With the extension of the mandate, a seamless transition to further implementations for Migros with the know-how of the last 3 years is connected and ensured."

In 2021, there will once again be the chance to present your own cross-media case to a jury of industry experts and win the Goldbach Crossmedia Award to win. The deadline for campaign submissions is extended to February 15, 2021.

To convince the jury of experts, the winning campaign was characterized by a cross-media strategy, intelligent and innovative networking, efficient use of media, a creative central idea and media-appropriate implementation.

On the occasion of the Award Night of "Best of Swiss Web" on May 26, 2021, the industry-recognized Goldbach Crossmedia Award will be presented in the Samsung Hall.

"Hey Migrolino has been online since January 29. The online service is lockdown-motivated. Our aim is to stay in contact with our customers," confirms Migrolino CEO Markus Laenzlinger to the Handelszeitung. Currently, the Wallisellen, Winterthur and Zurich areas are served; the ordered groceries should be with the customers in 60 minutes.

For Laenzlinger, the new offering is a trial: "For now, this is a test. Initially, a click & collect model was on the agenda, but with the lockdown it became clear: "We want to enrich our business model with this service in order to clarify the need for an online store.

The Go-Mood trio: Andrea Iltgen, Strategic Business Development & Board Member, Managing Director Sandro Gerussi and Simon Künzler, Strategic Business Development & Board Member (l.t.r.)

Influencer marketing is experiencing increasing popularity in marketing practice - also in Switzerland. In the next few years, companies and brands will spend between CHF 40 and 50 million on influencer marketing in Switzerland.

Individuals and communities are receiving more and more attention and, along with it, journalistic influence. "Opinion leaders such as bloggers, journalists, experts, influencers, creators and communities are now part of every communication and marketing mix," explains industry expert Sandro Gerussi.

Behind this rise is a tectonic shift in media consumption and the growing need in society for financial and creative independence. The latter is confirmed by the fast-growing global freelance economy.

This social change prompted Sandro Gerussi to found the agency Go Mood Ltd. to build a value-generating bridge between brand and influencer. The Zurich-based agency specializes in strategic and creative influencer marketing in Switzerland. Regional and national consumer brands are to be supported in developing their influencer marketing into an efficient and scalable marketing channel. Brands such as HelloFresh and Local Water 37 are among Go Mood's clients.

Companies working with Go Mood receive a solution of data-driven technology and access to its active network of influencers, bloggers, opinion leaders and communities drawn from the major social media platforms Instagram, YouTube, Facebook, blogs, LinkedIn, Pinterest, Twitch, TikTok and podcasts. The agency has a special focus on the food, health, sustainability, sports, beauty, gaming and travel sectors.

"The professionalization of influencer marketing is very important to me personally, which is why we have entered into a cooperation with the Swiss Marketing Academy to jointly drive this development forward," says Go-Mood founder Sandro Gerussi.

The representative online survey was conducted by Marketagent Switzerland between January 7 and 16, 2021. In the process, 755 people between the ages of 14 and 74 in German-speaking Switzerland were asked to grade the quality of the German-speaking Swiss media's reporting on the topic of Corona and to rate it according to selected criteria. In June 2020, the institute already conducted a comparable survey. As was the case then, no media came up trumps with top marks this time either - but none was rated as very poor either.

The SRF news magazines again received the best marks. SRF's "Tagesschau," for example, received an average score of 4.6 (June 2020: 4.7) - with two-thirds of respondents rating Corona's reporting at 5 or 6 and only 8 percent at 1 or 2. SRF's "10vor10" magazine (4.5; June 2020: 4.6), Srf.ch/news (4.5; June 2020: 4.5) and "Schweiz aktuell" (4.4; June 2020: 4.5) followed almost equally.

View brings up the rear

In the newspaper sector, the NZZ topped the table of scores with a 4.4 (June 2020: 4.3), followed by the Tages-Anzeiger (4.2; June 2020: 4.2) and from the Confederation (4.0; June 2020: 4.2). The NZZ was graded 5 or 6 by well over half, and only 10 percent rated it 1 or 2.

Bringing up the rear - as in June 2020 - is the View with an average grade of 3.5 (June 2020: 3.4). Only a quarter of its readership awarded grades 5 or 6, with almost as many awarding grades 1 or 2. Around half graded the View Compared to all other media, this is the highest percentage of a grade in the 3 to 4 range.

SRF "Tagesschau": competent, but faithful to the state

But where does the Swiss population rank the media surveyed according to the criteria of "objective/independent," "faithful to the state," "competent," "scary/excited," "up-to-date," and "critical"?

Those media that have been given a respectable overall rating are also more likely to be considered objective, competent and up-to-date. SRF's "Tagesschau," for example, scores high on these criteria, with approval ratings of 31, 42 and 48 percent, respectively. Its reporting on Corona, however, is not considered critical by the vast majority - only 13 percent agree with the criterion "critical" here. What's more, the flagship of Swiss television - more than any of the other media surveyed - is also considered to be more loyal to the state (approval: 26%).

Different the NZZIt is comparatively rated as having little faith in the state (approval rating: 16%). In terms of competence, the newspaper has the highest approval ratings (approval rating: 45%). It is also rated as having a good dose of critical reporting (approval rating: 27%).

All other media surveyed show values of less than 20 percent in terms of critical reporting - with the exception of Watson.ch and SRF "Echo der Zeit" (approval: 27% and 20% respectively).

20 minutes scores points for topicality 

The medium with the greatest reach, 20 minutes, receives an insufficient overall score of 3.8, but a high score of 45 percent approval when it comes to topicality. Only SRF "Tagesschau" and Srf.ch/news are judged to be even more up-to-date. Furthermore, the Corona reporting of 20 minutes and especially of the View as scary compared to the other media (agreement: 33% and 41%, respectively).