For most alpinists and mountaineers, the mountains are a lifelong passion that they share with important people. "We didn't want to turn the Bächli anniversary year into a contemplative flashback, but rather a tribute to the people we go into the mountains with. Because mountaineering is teamwork," says Jan Maurer from Bächli Bergsport, explaining the focus of the campaign.

# together on the road

The campaign kicks off at the end of April with the opening of the season for summer 2024. The anniversary motto #together is the anchor of the entire campaign and will accompany the entire anniversary year. In advertisements, TV commercials, posters and on social media, everything revolves around shared mountain experiences and the relationships that are forged on the rope and on the mountain - be it on alpine tours, climbing, trail running or hiking. To emphasize the 50th anniversary, the Bächli logo is supplemented by the year 1974.

Stories from the community

On a special landing page the community has its say: twin brothers, mother and daughter, married couples, best friends and even Bächli employees tell their very personal mountain stories. The storytelling is also applied to the customer magazine Inspiration and social media.

Responsible for Bächli mountain sports: Jan Maurer (Head of Marketing). Responsible at Evoq: Christian Sutter (mandate management); Susanne Pfäffli (creative direction and text); Gianluca Flütsch (art direction); Alexandra Christian (graphics); Tom Malecha (films by Draussen, photography and film).

Each episode of the Swiss series acts as an independent discovery and part of a narrative at the same time. "It's like a puzzle that comes together piece by piece to form an overall picture," explains Dario Mastrogiovanni, Head of Swiss Content Marketing. "Each film reflects the individual soul of the city and its people - powerful and inspiring."

Stefan Vasic, Head of Swiss Marketing, adds: "The fact that we are able to open three new Swiss long-haul destinations from Zurich this year - Washington D.C., Seoul and Toronto - fills us with joy and pride. It was therefore naturally important to us to bring the uniqueness of these three cities closer to the public in an authentic way, which we succeeded in doing thanks to the expressive realization by Mcqueen and the versatile protagonists."

An unconventional approach was taken for the cinematic journey: Instead of large crews, Mcqueen Films relied on a small, agile team to maximize flexibility and immersion in the urban cosmos and capture the most authentic experience possible. In this way, the films bring out the unique characteristics of the cities and at the same time reflect the individual energy and nature of the protagonists.

The films will be shown on Swiss flights in the after-take-off videos and soon also in the in-flight entertainment program. In addition to in-flight entertainment, the films will be published on Swiss' social media channels and YouTube and will be shown on all of Swiss' owned channels, accompanied by editorial articles in Swiss Magazine.

Responsible for Swiss International Air Lines: Stefan Vasic (Head of Marketing), Dario Mastrogiovanni (Head of Content Marketing), Oliver Lips (Content Marketing Film), Jenny Messikommer, Jeannine Kanwischer (Content Marketing). Responsible for Mcqueen Films (film production): Synkron (Yannis Petrone & Tim Holder, Director & Cinematographer), Martin Arnold (Creative Director), Philipp Petersson (Executive Producer), Andrew Campbell (Line Producer, Toronto & Washington), Johnny Song (Line Producer, Seoul), Kevin Prinz (Sound & Ass. Cam), Ricardo da Silva (Postproduction Supervsior), Oliver Don (Editor), Simon Hardegger (Color Grading Artist), Bardo Eichner (Sound Design & Mix).

Changing technological requirements, a new digital brand world at its main partner Switzerland Tourism ST and the desire for multidimensional storytelling on its own communication channels prompted Gstaad Saanenland Tourismus GST to relaunch its website.

As part of the relaunch, the logo and CI/CD were gently optimized for digital communication. "The project has been with us intensively for around a year. The journey from a refresh of our logo to a new CI/CD in line with the digital age was a big part of the website project. At the same time, we want to offer more substance and storytelling in terms of content. At the same time, we are now sharpening messages and optimizing imagery, giving us future-proof tools for larger marketing projects in the coming years," explains Ariane Ludwig, Head of Marketing & Sales at Gstaad Saanenland Tourismus, who is in charge of the project.

Visually and content-wise fit for the digital age

With the previous logo, Gstaad Saanenland Tourismus visually aligned itself with ST by using the golden flower. As part of the move into the digital brand world, ST has now left the golden flower behind. With the new website, the digitalization and refreshment of the brand identity for the Gstaad vacation region now go hand in hand.

Frank Bodin from Bodin.Consulting wanted to express the special quality of Gstaad - confident, distinguished and with a touch of discreet luxury. When examining the history of Gstaad's logo, a small but subtle graphic element caught his eye: a line that had once underlined the Gstaad word mark. This "original line" was integrated as an element in the new logo and now brings a line to the entire appearance, both literally and figuratively.

The new website is not just limited to a visual refresh, but modernizes the entire engine room for the future of digital marketing, as Ronnie Oehrli, Head of Digitalization Gstaad Saanenland Tourism, notes: "The technology used with Content Hub and modern CMS now corresponds with our destination management system. This is how we are setting the course for digitalization in marketing. In future, we will be able to aggregate data from individual systems such as the digital Gstaad Card, our chatbot, the digital concierge or the newsletter tool - in accordance with data protection regulations - and thus provide guests with a more personal, individual and better service." The web agency Pixelpoint was entrusted with the technical implementation.

The Gstaad vacation region is also breaking new ground in storytelling, both visually and in terms of content. In narrative formats portrayed in moving images, guests get to know local protagonists through short stories and other journalistic formats and thus receive insider tips for their next stay in the vacation region.

Synergies used in the region

The new website bundles information for guests. In future, the partner website will channel information for service providers and B2B customers. This will allow partners to be addressed in a more targeted manner. The next project phase will be simpler with the implementation of a CRM tool with already defined interfaces. "We are doing pioneering work across destinations. The project, which we launched together with our colleagues from Lenk Simmental Tourismus and Tourismus Adelboden-Lenk-Kandersteg, is taking us all further. Based on similar requirements, we were able to purchase technologies together and thus optimize work processes. We actively share knowledge and exchange experiences. At the same time, each destination receives a customized implementation tailored to its positioning," emphasizes Flurin Riedi, CEO of Gstaad Saanenland Tourism. Over the next few months, the website will be continuously developed, taking into account the behavior of website visitors.

Synergies in cooperation beyond the valley borders will also be used in future projects. In future, other tourism service partners in the Gstaad vacation region will also be able to benefit from these synergies.

With the always-on strategy, Zurich customers are to be addressed over a longer period of time as precisely as possible at the moment when they have a current need and are therefore open to a message. This means that the campaign content is more relevant and can offer added value. The campaign period is therefore being extended compared to the past.

The campaign promotes Zurich Help Points and vehicle insurance, which customers can increasingly tailor to their personal use of the vehicle and combine with attractive additional benefits and services.

Further commercials with Yann Sommer will be shown from mid-2024. These will deal with the topics of risk, savings and occupational pensions.

Football highlight in summer

As sponsor and official insurance partner of the Swiss national soccer team, Zurich is also focusing on the momentum of this year's soccer highlight with Yann Sommer. As a testimonial, the national team goalie bridges the gap between the emotional sporting event and Zurich's services. In addition to prominent slots on TV, the clips will also be shown in an adapted form on YouTube, Instagram, TikTok and Facebook.

Responsible at Zurich: Priska Kaspar (Head Marketing), Daniel Ravidà (Head Marketing Planning & Project Management), Reto Bolli (Sponsoring & Live Marketing), Gabriela Reuteler (Senior Marketing Manager), Tanja Nägele (Senior Content & Social Media Manager), Marta Blazsik (Senior Digital Campaign Manager). Responsible at Brinkertlück: Dennis Lück (CEO & Creative Director), Martin Huber (Head of Consulting), Nicolas Fojtu (Project Manager & Producer), Cla Campell (Senior Copywriter & Concept Designer), Marc Groth (DOP & Senior Art Director), Margarethe Hertzsch (Content Creator), Manuel Köpfli (Sound Engineer & Content Creator). Responsible at Mediaschneider Bern: Melissa Spycher (COO), Thorsten Winkler (CEO), Sandro Jungi (Head of Business Development), Debora Prati (Senior Consultant), Thierry Frey (Client Service Director), Noemie Leibinn (Consultant).

With the summer campaign "Unser Takt - nos tact", Engadin Samnaun Val Müstair wants to offer its guests a summer experience that allows them to experience the atmosphere and beauty of the destination with different senses. The vacation region is known for its landscapes, culture, language and cuisine - but above all for its tranquillity and the relaxing soundscape that goes with it. If you listen carefully, you can hear the unique melody that no one has ever captured before. The vacation region wants to change this this summer and, with "Unser Takt - nos tact" (Our beat - nos tact), let the sounds of the three sub-regions Engadin, Samnaun and Val Müstair resound musically in a song.

As part of this musical journey of discovery, participants are invited to share their favorite sound from the vacation region und to become part of this journey. Local music producer Dillon Rune will create a melody from the favorite sounds. The resulting piece of music will be performed live in the summer and will then be available on all common streaming platforms and as a vinyl record.

The need for peace and quiet in a noisy world

"While the world around us is getting louder and louder, our Engadin Samnaun Val Müstair vacation region is still a rare place of tranquillity. This reflects a great need in our society," says Bernhard Aeschbacher, Co-Director of the Engadin Samnaun Val Müstair vacation region, adding: "We asked ourselves how we could convey this tranquillity as a message and came up with the unique soundscape, which is particularly perceptible thanks to the silence. With humorous subjects, we want to inspire everyone to perceive our vacation region with all their senses and share their favorite sound with us." Together with music producer Dillon Rune, the vacation region is going in search of these favorite sounds this summer.

The journey of discovery and music production will accompany the vacation region audiovisually. The campaign is intended to underline the commitment of the Engadin Samnaun Val Müstair vacation region to work together with guests and locals to shape the future of the destination in a sustainable way.

Coop or Migros child? Rock concert or opera? City or country? Living together in Switzerland involves contrasts and contradictions that are often discussed emotionally and controversially. Twint's current umbrella campaign focuses on a common ground: no matter how far apart the points of view are - Twint bridges all divides.

The focus of the first campaign with the new concept is on simple payment at every checkout using the Twint QR code and the practical storage of customer cards in the Twint app. The identification and connection of people in Switzerland with the Twint brand form the emotional core of the concept. From everyday shopping in the supermarket to going to a concert or a farm store in the high mountains - the campaign aims to convey that Twint connects people in Switzerland.

The multimedia campaign was conceived by Twint in collaboration with Erbe Creative, produced by Rocket Film and planned for media distribution by Sir Mary. It comprises a whole series of commercials, posters and animations that highlight the contrasts of everyday life in Switzerland and emphasize Twint as the common denominator.

According to Unesco, German is the seventh most difficult language in the world. Even a small mistake can have major consequences. It makes a considerable difference whether a head of government is in bed with a nasty flu or a nasty group, whether a body lotion tightens or tones the skin or whether the white shark or the white shark appears as a reprise in the cinema.

With these examples, Ruf Lanz demonstrates for RTK that it pays to have texts proofread before publication. RTK proofreaders check campaigns, printed matter, newspaper articles and websites with a keen eye and protect you from embarrassment.

Ruf Lanz's subjects can be seen in selected trade magazines. Ruf Lanz had already drawn attention to RTK's proofreading services in 2022 with the award-winning "Fatal separations" campaign (Werbewoche.ch reported).

Responsible at RTK Medientechnik: Andreas Lehmann (Managing Director). Responsible at Ruf Lanz: Markus Ruf (Creative Direction & Text), Dave Schellenberg, Isabelle Hauser (Art Direction), Armin Arnold (DTP), Marc Engeli (Consulting).

A content hub is a collection of content on a specific topic. It bundles articles, videos, infographics, social media content and other forms of content that make it easy for users to dive deep into a topic and get comprehensive information.

The New sustainability platform from Baloise will be tested by users - and therefore also by search engines - over the next few days and weeks. Active since 2022 Content hub for founders has shown how effective content marketing can lead to permanent top positions in the search results. According to his own information, he has established himself among the top 3 domains with his keyword set. Half of the articles published on it make it into the top three, 80 percent on the first page of Google. And the dwell time on the content hub is between two and three minutes.

New platform to provide orientation

For many companies, sustainability is a jungle of opaque certificates, unclear costs and many questions. At the same time, however, it also offers enormous opportunities. With the new sustainability platform for Swiss SMEs, Baloise wants to guide Swiss SMEs through this jungle and also provide them with answers and practical tools. To this end, new content will be published on an ongoing basis, highlighting the various aspects of sustainable business management and offering practical tips for day-to-day business. A WhatsApp newsletter will draw attention to this new content.

Responsible at Baloise: Aline Franklin (Copywriter & Marketing Manager); Manuel Thomas (Senior Online Marketing Manager); Alexandra Toscanelli (Marketing Manager); Vanessa Mori, Marketing Specialist. Responsible at C-Factor: Andy Dreckmann, Senior Consultant (analytics, conception, consulting); David Schäfer, Senior Consultant (conception, consulting, text & editing); Carole Kläy (text & editing).

The project aims to pool the expertise and digital resources of the French-language side of the news platform Frapp and St-Paul Médias. The latter is, among other things, the publisher of the Fribourg daily newspaper La Liberté or the newspaper La Gruyère.

The joint platform would also integrate content from Radio.FR Fribourg and the regional television station "La Télé". Free and paid content is planned.

"We want to launch a digital Fribourg platform and thus secure the location of the canton of Fribourg in the Western Switzerland media region in the long term," Damien Piller, Chairman of the Board of Directors of Mediaparc, was quoted as saying in a press release on Wednesday.

"Market is too small"

Martial Pasquier, Chairman of the Board of Directors of the St-Paul Group, adds: "The Fribourg market is too small to have two separate media players in the digital sector. We want to join forces to create a compelling product."

The two parties want to work out a concrete project in the coming months. A similar collaboration has also been initiated in German between Mediaparc and Freiburger Nachrichten. The canton of Fribourg is a bilingual canton.

The journalists' association Impressum was concerned about jobs after the announcement by the two media companies on Wednesday. The contours of the project are not yet clear, according to the association's press release. Nevertheless, it is likely to result in job losses. In addition, with only one joint news site, there is a threat of an impoverishment of the media landscape.

Difficult environment

Wednesday's announcement comes in an increasingly difficult environment for media companies. The print sector is particularly affected.

In February, the canton of Fribourg announced its intention to support regional media on a temporary and selective basis (Werbewoche.ch reported). A maximum of CHF 3.75 million is available, in particular to maintain the investment capacity of media companies in the course of digitization.

In addition, the canton will pay half of the subscription costs of the Fribourg media to the Keystone-SDA news agency for four years. (SDA/swi)

With Flowit as its newest member, Perikom now has 15 partner members who, among other things, regularly organize evening events for HR and communication managers to exchange experiences.

For co-founder and CSO Hosam Shahin, the interest in a partnership with Perikom lies in the exchange of knowledge and experience, among other things: "The exchange and networking between innovative providers and industry leaders creates a real and close insight into practice that is rarely possible in this way. We benefit from each other's multi-layered perspectives and networking opportunities." With Flowit, the association now also has the perspective of an AI company, "which opens up new perspectives and further enriches the discussions," concludes Shahin.

The 15 partner members of Perikom

• Ahead
• Beekeeper
• Creating Future
• Farner Consulting
• Flowit
• Hirschtec
• Heads Corporate Branding AG
• Lucerne University of Applied Sciences and Arts - Business
• HWZ University of Applied Sciences Zurich
• icommit
• isolutions AG
• MAZ
• Linkgroup
• Trans4m
• Zurich Society for Personnel Management

After months of renovation work, the new Energy St.Gallen radio studio was opened on Tuesday. Shortly after nine o'clock, the Mayor of St.Gallen, Maria Pappa, cut the red ribbon as part of the inauguration ceremony. Appenzell musician Marius Baer also made an early appearance live on Julia Wuethrich and Severin Mettler's morning show. The Energy St.Gallen crew is delighted: "The new studio is unique. With the large front screen, we are close to the people of St.Gallen," says "Energy Mein Morgen" host Severin Mettler.

"With our studio in a prime location, we are true to our motto 'Voll bi dir': our local team produces a radio program for the whole of Eastern Switzerland in the heart of the city with great commitment and enthusiasm," says Pascal Frei, CEO of the Energy Group.

Cabaret artist Gerhard Tschan and Sandra Zellweger, who plays a production manager, welcomed the unsuspecting employees of B+D Ingenieure to the film studio for two days. Whilst the arrogant director doesn't think the engineers are glamorous enough and keeps drifting off topic, the production manager is careful not to let the production get out of hand.

The self-deprecating short film "The Director" was commissioned to mark the 40th anniversary of B+D Ingenieure, formerly Bührer + Dällenbach. The film was written and directed by Luki Frieden, who is a private friend of cabaret artist Gerhard Tschan and who placed great trust in B+D Ingenieure.

At the same time as the film, the Nordland agency also developed a new corporate design and a new website for B+D Ingenieure, which is active in the fields of engineering, construction, surveying and geomatics services.

Responsible at B+D Ingenieure: Christoph Würsten, Thomas Vogel (members of the Executive Board). Responsible at Fjord Film: Luki Frieden (screenplay, production, direction, editing), Timon Rupp (camera), Lukas Eggenschwiler (sound), Davide Greco (colorist). Responsible at Nordland: Peter Gärtl (CD), Stageone (Code).