The Tiefenbrunnen lido on the right bank of Lake Zurich records up to 250,000 admissions in a good summer. The lido was extensively renovated for the current season, and new restaurateurs were also sought to run it. Several big names from the Zurich gastronomy scene took part in the tender - as well as the Zurich start-up Tiefenentspannt. TBS was able to support the company, which was founded specifically for this purpose, with positioning, a new image and the design of the submission documents.

With success: Tiefenentspannt won the tender and took over on Saturday. The overall package was particularly convincing, with a well thought-out concept and a wide range of gastronomy, as well as extended sports, leisure and entertainment options. For example, there is now a continuous culinary offer.

Like a vacation, only at home

The aim of the new "Badi Tüfäbrunnä" is to make children, families and friends feel at home and take away wonderful experiences and lasting memories - just like a summer vacation. The new look is intended to convey this summery vacation feeling. The design is characterized by a mix of retro flair and a modern, urban attitude to life. This includes the round, playful typography and the matching summery color scheme, which focuses on the contrasting colors orange (sun) and blue (lake). Playful patterns and illustrations also ensure an immediate sense of well-being and a high level of recognition.

A performance that underscores the mood

The new branding runs coherently and consistently through all advertising materials and applications - from the first, all-important submission for the tender to the current offer on the Badi site. The new signage provides orientation and identity in an appealing way. Information boards in and around the serving station and buffet, in the pavilion and on the grounds advertise the wide range of culinary offerings.

A new food and drinks menu has also been designed for the kiosk and restaurant, and the "Order Monkey" digital ordering system is actively promoted to avoid waiting times. In the Badi, bathers will see various posters about the sports, yoga and entertainment program as well as themed specials and event highlights. For die-hard fans, there are also merchandise items such as T-shirts and pullovers.

Phishing is currently by far the most common card fraud scam. According to the 2024 police crime statistics, phishing attacks have increased by 56% compared to the previous year. This also leads to an annual increase in card crime of 10 to 20 percent.

Prevention is therefore of central importanceThe Card Security Association is an association of card issuers, financial institutions and the police and has been providing information on credit and debit card fraud for many years. The current campaign "LINDA checkt's!" ties in visually and in terms of content with the previous year's campaigns and thus relies on strong recognition.

With fisherwoman LINDA against phishing

"Simple messages are the key to prevention work. This year's Card Security campaign deliberately builds on the success of previous campaigns. The focus is now on the fisherwoman LINDA," explains Andrea Miolo-Eberhard, owner of The PR Factory. "The dissemination of the campaign by the police corps and the support of many banks and financial institutions in Switzerland reinforces the impact and credibility of the messages."

Each letter of LINDA's name stands for a mnemonic that can be used to prevent phishing. If you follow LINDA's tips, you can quickly recognize card fraud:

• # L = Never click on links and attachments from unknown persons.
• # I = Always check the content of e-mails critically.
• # N = Neutral salutation in message makes you suspicious.
• # D = Urgency and time pressure are suspicious.
• # A = Always check the sender carefully.

Campaign in two waves and a symposium

The campaign will be broadcast throughout Switzerland in two waves in spring and fall 2025. During this time, there will be an online knowledge test with a competition on the website Card-security.ch. Online and social media banners are also placed on popular platforms.

The police are also carrying out activities throughout Switzerland to provide more in-depth information on the subject. They are distributing giveaways in the form of Fisherman's Friends and a LINDA memo card with tips against phishing. Debit and credit card issuers and banks are also supporting the campaign with their own campaigns and on their platforms.

In addition, on May 26, 2026, the "National Card Security Conference" on the topic of card security and prevention work, which is also organized by The PR Factory on behalf of Card Security. This is primarily aimed at experts from the police and financial sector.

Responsible at the police: Pascal Simmen, Cantonal Police Schwyz; Bernard Vonlanthen, Police Cantonale Fribourg. Responsible at Verein Card Security: Stefan Giger, SIX; Adrian Kläy, VISECA; Pascal Simmen, Schwyz Cantonal Police. Responsible at The PR Factory: Andrea Miolo-Eberhard (concept, overall management), Lucia Wohlgemuth (consulting, project management and planning, editing), Cristina Garcia, Regula Huber (graphic and digital design and realization).

The national campaign for AOP-IGP Switzerland aims to give consumers an understanding of what the AOP and IGP quality labels stand for and why they should always be the first choice for Swiss specialties.

At the center of the communication measures is a so-called bed funnel. The wooden funnel instrument is usually made of wood and is used by Alpine herdsmen to shout the Alpine blessing loudly and audibly across the valley. The funnel bundles and amplifies the human voice and works like a megaphone.

But why a bed funnel as a central communication element? "With the bed funnel, we have created a strong, independent key visual that perfectly conveys the main values of AOP and IGP - origin, tradition and craftsmanship," explains Eric Voser, Creative Director of Openroom. "Like the fine AOP-IGP products, the bed funnel also stands for a region of origin and the Alpine cultural heritage, recalls old traditions that have been passed down from generation to generation and brings together Alpine customs and a love of artisanal production."

Why AOP-IGP is the better choice

In a world full of mass-produced products and interchangeable names, AOP and IGP are intended to provide orientation and trust. Both quality labels distinguish carefully selected products, such as Tête de Moine AOP or St. Gallen Bratwurst IGP, which are deeply rooted in Switzerland's regional identity.

"Consumers should understand: AOP and IGP are not just any old logos - they are promises. Those who opt for them are choosing genuine craftsmanship, genuine regionality and certified quality," explains Heinz Neuhaus, Head of Marketing and Communication at AOP-IGP Switzerland.

Campaign with bite

The bed funnel from AOP-IGP is currently available in a variety of

of content formats: in commercials with an emotional, humorous appeal, on posters for broad visibility and in various social media formats tailored to a younger audience.

Across all media, the campaign shows what makes Switzerland's two strong quality labels so special - and why they are so much more than just labels.

Person in Charge at AOP-IGPAlain Farine, Director and overall responsibility; Heinz Neuhaus, Communications/PR. Responsible at Openroom Creative AgencyEric Voser, Strategy and Creative Director; Monica Kissling, Project Management; Célia Voser, Project Manager; Berivan Günüc, Consulting; Niklas Nowak, Social Media; Andreas Konrad, Art Director; Tamara Haf, Digital Art Director; Tamas Kiss, Copywriter. Responsible for cameraman: André Agustoni, Producer; Stefan Dux, DOP; Atila Ulcay, DOP; Sascha Felix, DOP; Ljubomir Lukas, Color grading; Oliver Probst, Audio Producer. Responsible at 1291 Production: Oliver Keller, Special Effects. Photography: Yves Roth, photographer; Vera Guala, food stylist.

Statements such as "Very good in theory, even better in practice." or "ROI: Return on Impact." are intended to convey IMD's promise succinctly: Here, we learn directly from economic reality - beyond theory. The clear tone should stick in people's minds and, together with the radically reduced design, make the core of the institution visible, summarized in the guiding principle "Real Learning. Real Impact".

"The fact that our participants make a concrete impact in their organizations thanks to IMD - and thus also further their careers - is an important part of our DNA," says Sabine Beuzelin, Marketing Director of IMD. "This is exactly what this campaign expresses."

For Cavalcade creative director David von Ritter, the direction was clear from the start: "IMD has a direct and measurable impact on those who complete its courses. It was important for us to express this idea in the communication with clear, direct and effective messages."

The campaign can be seen in print, on digital screens and on social media in May and June. The first wave is aimed at the whole of Switzerland - with the aim of making IMD accessible to a wider audience.

Responsible at IMD: Sabine Beuzelin, Director of Marketing, Anne Burgues, Senior Marketing Manager. Responsible at Cavalcade: David von Ritter, Creative Director, Yoann Cosson, Senior Copywriter, Arbnon Pajaziti, Art Director, Samuel Leurs, Motion Designer, Eva Brunetton, Graphic Designer, Alexandra Meyer, Account Manager.

More and more pedestrians, bicycles, e-scooters, cars and buses are sharing the road space. This inevitably leads to conflicts between road users - buses in particular are increasingly being slowed down, overtaken carelessly or otherwise involved in awkward situations.

This is where the "Safe on the road together" campaign comes in and reminds people of some basic rules of conduct and traffic regulations. With messages such as "Hey bike, watch out for the bus!" and "Hey e-scooter, the bus has priority!", awareness is raised clearly, noticeably and at eye level. The visuals are also simple, but independent and eye-catching. They are intended to quickly convey what is at stake in traffic situations.

The campaign will be present on the streets of Winterthur as well as in and on the city buses this spring. Posters with location-specific messages can be seen at selected poster locations.

Responsible at Stadtbus Winterthur: Matthias Gerth (Head of Marketing and Communication), Ramona Lüthi (Marketing). Responsible at Winterthur City Police: Michael Wirz (Head of Media & Communications), Andrina Vögeli (Media & Communications). Responsible at Partner & Partner: Gianfranco Acocella (Partner and Creative Direction), Sarah Pally (Partner, Senior Consulting), Livia Sager (Senior Consulting and Project Management), Dominic Schweingruber (Motion Design).

As the survey shows, 82% of the communication professionals surveyed have access to AI tools such as ChatGPT & Co. A closer look at the support on offer reveals clear deficits: despite the technical possibilities available, there is a lack of structural and content-related support: only 29% receive regular training on AI topics. Only 25 percent work with clear guidelines or strategies for the use of AI. Only 23 percent receive technical support from internal AI experts. And only 18 percent of respondents have a budget for AI projects. Regular training on ethical and legal issues in dealing with AI is also rare: Only one in ten respondents receive such offers (10 percent).

No guidelines, professional leadership or further training

The reasons given by those who do not feel sufficiently supported by their company in the use of AI confirm precisely these deficits: in first place, respondents complain about the lack of a strategy or guidelines for the use of AI (47%). In each case, 40 percent criticize the lack of technical or specialist support, the lack of best practices and the insufficient AI expertise of their superiors. Another 40 percent criticize the fact that there are too few or no further training opportunities. Access to AI tools, on the other hand, is less of a problem: only 14% of those who feel unsupported have no access to ChatGPT & Co.

The results of the survey in detail

Do you feel supported by your company in the use of artificial intelligence (AI) in your work?

• Fully supported 15%
• Rather supports 52%
• Rather not supported 19%
• Not supported at all 6%
• I do not currently use AI in my work 6%
• Don't know 1%

[If fully and rather supported:] How does your company specifically support you in the use of artificial intelligence (AI)?

• Access to AI tools such as ChatGPT & Co 82%
• Supervisors actively promote AI competence and AI use 38%
• Time is allowed for familiarization with AI tools 35%
• Regular internal communication about AI initiatives or strategies 33%
• Regular AI training on AI topics and tools 29%
• There are best practices or how-tos for using AI 28%
• There are internal communities for exchanging information on AI developments 25%
• Clear strategy or guidelines for the use of AI 25%
• Technical and specialist support from internal AI experts 23%
• Budget for AI projects is provided 18%
• There is regular training on ethical and legal issues in dealing with AI 10%

[If rather not supported or not supported at all:] Why do you not feel sufficiently supported by your company in the use of AI?

• No strategy or guidelines for the use of AI 47%
• Lack of technical or professional support from internal AI experts 40%
• No best practices or how-tos for using AI 40%
• Lack of AI competence among line managers 40%
• Too little or no training on AI topics and tools 40%
• AI is not considered a priority in the company 29%
• No time for familiarization with AI tools 27%
• Lack of internal communication about AI initiatives or strategies 26%
• No budget for AI projects 23%
• Lack of AI expertise in own department 23%
• No access to AI tools such as ChatGPT & Co 14%
• Other reasons 7%
• AI tools in the company that are too complex or difficult to understand 4%
• Use of AI in the company not desired 3%

An online survey of 276 communications professionals from companies, organizations and PR agencies in Switzerland and Germany was conducted in February 2025 for the PR Trend Monitor by News Aktuell and PER. The survey results provide insights into trends, challenges and developments that are emerging in the communications industry. The studies have been published for over 20 years.

Swiss origin is a key decision criterion when buying food. Lidl Switzerland generates more than half of its sales with food from local production. In order to make the Swiss origin more visible, Allink has worked with Lidl Switzerland to "Qualité Suisse" a cross-divisional product range brand that brings Swissness to the shelf.

Largest line in the range

Around 500 products will be available under "Qualité Suisse" by the end of the year - making the new line the largest in Lidl Switzerland's range. Allink supported Lidl in the strategic development of the brand and is responsible for the design implementation of all articles. "From conception to implementation, Allink supported us as a partner with a sound understanding of the Swiss market," says Yvonne Kringel, Department Manager Branding and Packaging at Lidl Switzerland.

Swissness as a need

"Qualité Suisse" unites existing own brands such as Milbona (dairy products), Fromani (cheese), Maestade (sausage products) and Bonvalle (fresh meat) under one brand. The uniform design is intended to make the Swiss origin directly visible on the packaging: A red heart with a Swiss cross forms the central design element - and also communicates visually that the food comes from local production.

"Swissness is not a trend - it is a deeply rooted need. With Qualité Suisse, we have translated this need into a brand identity with a clear promise and independent design language," says Christoph Schlatter, Creative Director at Allink. The name "Qualité Suisse" is simple, catchy and works in all national languages. The design strengthens the brand promise and conveys values such as trust, solidarity and quality.

Responsible at Lidl Switzerland: Yvonne Kringel (Branding and Packaging), Nathalie Forrer (Marketing). Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Roger Lang (Design Director), Martina Kellenberger (Senior Brand Designer), Angela Hofstetter (Senior Brand Designer), Jesse Rinderknecht (Junior Brand Designer), Bernhard Vögele (Graphic Designer), Andrea Menzi (Brand Consultant), Florin Schweizer (Brand Marketing Consultant), Johanna Senn (Copywriter), Edith Kaiser (Image Editing), Martin and Linda Hemmi (Food Photography).

As Chief Communications Officer, she is responsible for strategic communication with the media, the public and employees and makes a significant contribution to positioning the company in a dynamic market environment.

"Karin Heim and her team have systematically developed and strengthened NZZ's communications over the past few years - both internally and externally," says NZZ CEO Felix Graf. "Communication creates orientation, builds trust and helps us to actively shape change. This is all the more important in times of transformation. I am therefore delighted that she is now also taking on this important role in the extended Executive Board."

Karin Heim has been working for the NZZ since 2018. Before joining NZZ, she held various management positions in corporate communications - including at Ringier Axel Springer Switzerland and the international technology group Bühler.

For Tristan Mathys, it is the biggest marketing experiment since the Simmentaler Braumanufaktur was founded ten years ago: "After seven years and many new products as well as the major projects 'Simmentaler Brewhouse' and the new building in Simmental, it's time to bring some order back into the branding," says the co-founder.

With 35 agencies, "slightly more than expected" responded to the call and pitched for the rebranding. "The biggest challenge for the agency? The scope for development is limited. Many elements such as the cow or our main color mint are untouchable. With Studio Thom Pfister, we opted for the most creative agency for this project, which at first glance seems uncreative," Mathys continues.

Responsible at Simmentaler Bier: Tristan Mathys (Bierathloner & founder), Mira Ewert (Marketing). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director), Roland Zenger (Art Director), Daniel Hackiewicz (Web Development, Senior Designer), Sharon Moor (Graphic Designer, Animation), Ursula Rytz (Consultant), Selina Lehnherr (Junior Brand Consultant).

At the General Assembly of the QuaJou Quality in Journalism Association on Tuesday at the NZZ in Zurich, a new Co-Presidency was elected and the Board was expanded. Alexandra Pavlović and Reto Vogt will jointly head the network, which promotes quality in journalism.

Reto Vogt, Head of Digital Studies at Maz and freelance journalist, has extensive experience in the fields of digital communication, artificial intelligence and journalism. He succeeds Claudia Schlup, also from Maz, who is stepping down from the Board after three years. "I look forward to working with my colleagues on the Board to promote high journalistic quality and actively shape the discourse on the subject," says Vogt about his new role.

Alexandra Pavlović, who has been a member of the QuaJou board since 2024, is Head of Social Media at CH Media and also works as an online daily manager. She has extensive experience in digital journalism. "I'm looking forward to my new role on the board and working with Reto and my new colleagues. With the QuaJou team, I want to continue to contribute to the discussion about quality in journalism and the importance of our profession. Our association should be even more visible to the outside world," says Pavlović.

The term of office of the previous Co-Chair Franz Fischlin and Fabienne Kinzelmann ended after three years. Both did not stand for re-election to the Board for professional and personal reasons and to make room for something new. The QuaJou team thanked them at the AGM for their commitment and their formative work for the network, especially in the challenging years following the pandemic.

New members on the Executive Board

In addition to Reto Vogt, Lena Berger, deputy editor-in-chief of the Observer at Ringier Media Switzerland, Sebastian Dürst, Editorial Director of the Glarus News at the publishing house Somedia, and Michael Burkard, Co-Managing Director of the professional association Impressum.

There has also been a change in the administration of QuaJou: Samina Stämpfli is taking over from Valeria Aiello. As a journalist, Stämpfli brings with her extensive experience from various media, including TX Group, The lamb and Nau Media. Since her return from Colombia, she has been working full-time at Swisscom.

The QuaJou Board is now made up of the Co-Presidium with Alexandra Pavlović and Reto Vogt as well as the Board members Urs Bühler (NZZ, Vice President), Marco Schnurrenberger (SRF, Treasurer), Christian Beck (Personal.com), Lena Berger (Observer), Michael Burkhard (Impressum), Sebastian Dürst (Somedia), Silke Fürst (IKMZ), Eva Pfirter (Keystone-SDA) and Larissa Rhyn (Tamedia). Also working for the QuaJou are Samina Stämpfli (Administration) and Charlotte Widmaier (Project Officer Journalism Day).

Discussion round on local journalism

A guided tour of the NZZ newsroom took place before the official part of the Annual General Meeting. NZZ CEO Felix Graf personally welcomed the attendees to Falkenstrasse 11 in Zurich.

After the AGM, the topic of "Local journalism under pressure" was debated as part of the "Q-Club" discussion. Under the direction of QuaJou board members Alexandra Pavlović and Urs Bühler, Noemi Heule (St. Galler Tagblatt), Fabienne Sennhauser (Tages-Anzeiger), Elio Donauer (Tsüri) and Daniel Fritzsche (NZZ) on current challenges and opportunities in local journalism.

"Good journalism keeps an eye on the powerful - even at local level," Noemi Heule summed it up right at the beginning. However, the current challenges in the media industry do not stop at local journalism. "In recent years, work has been increasingly disturbed by background noise. Fewer and fewer employees have to do more and more," said Fabienne Sennhauser. And yet local journalism has never been as good as it is today.

The work of local journalists has become more exciting in the last 20 years, "because you no longer have to cover every municipal meeting, but can focus on specific topics", says Daniel Fritzsche. A formula for financing journalism does not yet seem to have been found in local journalism either. Elio Donauer said: "A lot is about identification. People think a medium is great and relevant." And that is why there is a willingness to invest in local journalism in the same way as in a Netflix subscription.

For the visual appearance of the two products "Mera Detox Morning" and "Mera Detox Evening", Wecatch developed packaging with flowing color gradients and modern typography. The design combines elements of freshness and naturalness and is intended to appeal specifically to health-conscious consumers while conveying professionalism. A completely blue glass was chosen to stand out from the mass of food supplements.

A particular focus is on the combination of traditional plant power and modern science. This aspect runs through the entire brand communication.

Responsible at Wecatch Creative Agency: Delia Guerriero (Design Direction), Vivien Condrau (Design), Patrik Ferrarelli (Design), Kevin Casado (Consulting/Strategy).

The aim of cooperative insurance is to return part of the profits to the policyholders. But how do you show policyholders what real added value a cooperative insurance company like Vaudoise offers? Because "cooperative" quickly sounds technical - it is more convincing to make the concrete benefits visible.

The campaign shows little episodes from the everyday lives of insured persons - with a wink and in bright colors. The focus is on the little - or big - pleasures that you can afford thanks to the cooperative premium discount. The style remains entirely in the recognizable visual language of Vaudoise: humorous, concise, likeable.

Three different commercials show different moments in the lives of people from different target groups. They are the main faces of a comprehensive 360-degree approach that is present on all relevant channels. The recurring visual element is a symbol for profit sharing: the green speech bubble as a balloon - a festive symbol for the principle of returning profits to policyholders.

Strong national presence

The campaign is present in all three language regions of Switzerland - with 20-second TV commercials, billboard advertising both online and offline, on the web as display and video ads and on various social media formats. Two megaposters in Bern and a "full branding" presence in Zurich round off the campaign. The measures are complemented by other eye-catching placements such as pause ads on TV and branding walls on various news portals.

Responsible at Vaudoise Insurance: Véronique Oliveira (Responsable Communication & Branding), Marine Lintanf (Responsable Brand Communication), Lâl Razlikli (Brand Communication Manager), Marc Bertoli (Head of Brand Design), Estelle Payot (Social Media Manager). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger (Client Direction & Digital), Eric Kohler (Art Direction), Tobias Bühlmann (Texts & Concept), Yannic Sommer (Motion & Graphic Design), Stéfanie Flückiger (Motion & Graphic Design), Ema Langenegger (Graphic Design). Production & Media: Producer: Christopher Novak (Pumpkin Film), Director: Eric van den Hoonaard, Photographer: Yves Bachmann, Music: SixièmeSon, Sound: JingleJungle, 3D: Mécanique Générale, Media: Mindshare. Social Media: Up to you.