Played out was the current ST campaign worldwide, with a focus on the source markets USA, India, Korea, Southeast Asia, Greater China, the United Kingdom and Germany. Switzerland and its "Grand Train Tour of Switzerland," which is best experienced with the STP, were promoted. This acts as a vacation general season ticket on the Swiss public transport network for international guests.

The sales figures reflected the campaign focus: The top 3 best-selling markets are the USA, followed by India and finally Korea. Although the success of the previous year could not yet be matched in terms of YouTube views in the first two months - the video "No one upstages the Grand Tour of Switzerland"generated 102 million views within one year -, the Chief Marketing Officer of ST and "Advertiser of the Year" 2023, André Hefti, satisfied: "Through strong storytelling, we managed to get people to watch almost four minutes of pictures of our beautiful Switzerland. That's world class!" The film met with overwhelming feedback both nationally and internationally: 99 percent of the comments are positive.

Platform specific storyline

A new feature of the campaign was the platform-specific, customized storyline on TikTok. It drew attention to the topic of rail travel in a humorous way. Wirz, under the direction of Livio Dainese, CO-CEO and "Advertiser of the Year" 2018, was responsible for the campaign idea with ambassador Roger Federer for the third time. The social media measures were flanked by a competition at international level. Participants could win a trip to Switzerland and a trip on the "Grand Train Tour of Switzerland. According to ST, the competition generated six-figure leads.

Sir Mary orchestrated the distribution of the campaign. The third film with Roger Federer was a new venture with the unconventional approach of distributing the clip only on YouTube - the only platform on which the film could be seen in its entire length.

"We are very pleased with how the campaign has gone. The fact that Switzerland is not only the country with incomparable nature and culture in the smallest space, but also offers modern and sustainable travel options, strikes a chord with our guests. Our campaign does this in an entertaining way - and very successfully," says ST Director Martin Nydegger.

In a world full of screens, a new screen is added. Also new will be the advertising that appears on the so-called "vized Screen" - as the display in the car is also called after TV, desktop and mobile. According to Media Focus, this new advertising format is receiving greater attention in today's world, where screens in cars are getting bigger and bigger and idle time is increasing, for example when charging electric vehicles.

In recent months, Media Focus has successfully tested the data on "in-car advertising" in cooperation with the DAB Network. As a result, this very data will now be included in the gross advertising print statistics retroactively from January 1, 2023. The gross advertising volume of in-car advertising will flow into the out-of-home "Digital" segment.

"Media Focus' decision to report the gross advertising volume of in-car advertising is an important step for the industry," is Sandro Projetto, Managing Director DAB Network, quoted in the communication. "It shows that the importance of this fast-growing area of advertising is being recognized and that in-car advertising is an effective way to reach target audiences."

At Wednesday's twelfth edition of the Digital Commerce Award, the best online stores in Switzerland were once again honored at the StageOne in Zurich-Oerlikon. Out of 180 entries, 16 winners were chosen in the eight main and eight special categories. The most coveted champion's title goes to Elektro-Material with its EM app. According to the sponsors, this is the first time in the history of the Digital Commerce Awards that an app has been crowned champion.

The app impressed the jury with its consistently customer-oriented development. The foundation is the online store, whose content is perfectly optimized for display on mobile devices. Building on this, specific mobile use cases create real added value for users. These include a scan function for checking incoming goods and recording returns, the offline catalog, and the customer mode for displaying individually definable end-customer prices in discussions with the building owner.

Once again this year, numerous personalities from Swiss commerce and neighboring German-speaking countries gathered for the event in Zurich. Before the Digital Commerce Awards ceremony, the conference for Swiss commerce "Score!" took place once again. A conference program with keynotes and panel interviews on the main stage as well as in-depth master classes, provided insights and knowledge transfer. In addition, the Swiss retail industry met for networking.

The winning projects of the Digital Commerce Award 2023

Digital Commerce Champion 2023

• Electrical material: Electrical material EM.App(iOS)
  and Electrical material EM.App (Android)

Main categories

• B2B Usability & Content: Lifting tech: hbt-ag.ch
• B2B Services & Process Integration: Bühler: mybuhler.com
• B2B Mobile Solution: Electrical material: Electrical material EM.App (iOS) and Electrical material EM.App (Android)
• Fashion & Accessories: adretto: adretto.ch
• Lifestyle & Hobby: feey: feey.ch
• Home & Living:  HORNBACH Baumarkt (Switzerland): hornbach.ch
• Beauty & Care Indyvit: indyvit.com
• Food & Gastronomy: Madame Sum: madamesum.com

Special categories

• Small Business: Indyvit: indyvit.com
• Marketplaces & Platforms: Bühler: mybuhler.com
• Subscription & Rental Models: adretto: adretto.ch
• Omni-Channel & Innovation: Lifting tech: hbt-ag.ch
• Brands & Manufacturers: namuk: ch.namuk.com
• Sustainability: namuk: ch.namuk.com
• Start-up: Secend: secend.ch
• Generation Z: Madame Sum: madamesum.com

The center of the website is the elegant portfolio view with horizontal scroll. The images are in the foreground. The precise and strongly shaped graphics with a coordinated color concept are intended to round off the appearance. Processwire was chosen as the content management system.

The close collaboration between web developer Nuél Schoch and graphic designer Martina Perrin enabled the implementation of a simple, beautiful and individualistic UI/UX in a very short time, according to the release. This means that the website can now be accessed quickly and reliably with virtually any device. Mayandaniele.com be navigated.

Design: Martina Perrin (AnnerPerrin Design Studio). Code & CMS: Nuél Schoch.

The Family business Création Baumann faced various brand strategy challenges recently. Brandpulse conducted a comprehensive brand analysis and laid the foundations for repositioning the brand in a brand strategy workshop with Création Baumann.

The new value proposition "Innovative textile solutions for interior design", the high technological competence as well as the drive for permanent self-optimization are now expressed in a brand logo revised by Brandpulse with matching design elements and a future-oriented imagery. The brand's high aesthetic standards, coupled with timelessly modern design, led to a clear and reduced design language in the branding.

Based on the newly developed brand design, Brandpulse defined the layout and application principles, developed a design framework concept as well as guidelines for the use of the imagery.

The 34-year-old Xoana Janner brings several years of professional and management experience in the areas of sales, marketing and digital communication and has worked as a consultant for various SMEs and startups. Xoana Janner acquired specific knowledge in the education sector as Head Of Marketing/Communication & Business Development at EF Education in Zurich and Bern. She studied German and musicology, took courses in subject didactics and pedagogy at the PH Bern and was active as a DaF lecturer for a long time. She was also CMO and member of the management team at Syntax Übersetzungen in Thalwil and speaks five languages fluently.

Daniel Nussbaumer, since March 2023 Executive Director of the Vantage Education Group, to which IST belongs, is pleased about the new function of Xoana Janner. As Executive Director, he is responsible for the "Business Cluster" of the business, marketing and tourism schools of the Vantage Group. "Together we will further develop the operational business of the schools, work out synergies and make the schools strong for the current and future challenges of the industry," says Nussbaumer. Among other things, the focus will be on modern forms of teaching and future-oriented teaching content.

The proven team will be relied upon for the respective management of the IST sites. Sandra Murer will continue to manage the IST site in Zurich's Josefstrasse, Thomas Gény is responsible for IST in Lausanne.

Switzerland is an outdoor paradise and the numerous offers for biking are becoming more and more popular. With its campaign, the Migros specialist store "Bike World" is positioning itself as the Swiss bicycle supplier with the largest selection of brands and models.

Team Connect, as lead agency developed an umbrella campaign to communicate that Bike World has the largest bike selection in Switzerland. In addition, the customer promise is made tangible in dynamic and emotionalizing images: "We have exactly your bike for exactly your moments of freedom." The connection between the experience of nature and the feeling of freedom when biking is called to mind.

Cycling is as versatile as the interests and demands of the Swiss. And so the campaign challenge is: How can we make it clear in quick image and text messages that Bike World has the optimum range of bicycles for every area of use? Using existing static and moving images, Team Connect developed six different subjects: Three subjects on mountain bikes, one each on gravel bikes, children's bikes and city bikes including trailers.

The campaign has been live since the beginning of May and the extensive advertising media will be on display until mid-July. In addition to ads, OOH billboards and e-panels, there are feed and story posts for social media, YouTube preroll and TrueView videos, display ads, and POP plates.

Responsible at Bike World: Franziska Fischer (Brand Manager), Jakob Rudolph (Junior Brand Manager), Kudret Yildiz (Manager Media Excellence). Responsible agency: Team Connect. Media: Dentsu, Webrepublic.

The three-day folk festival with numerous fairgrounds in the heart of Zurich offers with a varied program a connecting platform for young and old. From various stages, the traditional costume exhibition to the traditional costume parade as a highlight, the festival invites you to celebrate and participate.

Conceived as an intergenerational and tradition-conscious event, Aroma Creative focuses on young talent in addition to experienced professionals. "Training the Next Gen is a matter close to Aroma's heart. It was therefore obvious for us to assign our apprentices to the nationally shining project with appropriate support," says Philipp Häcki, Art Director and Next Gen expert at Aroma. Thus, the visual appearance - from the logo to the print products - an independent and need-based visuality was created.

The poster is a tribute to Swiss poster art of the early 20th century, when painters were still hired to design posters. A traditional costume woman from Appenzell in the Innerrhoder working day costume is shown. Her black winged cap of a headdress is juxtaposed with the punk's mohawk haircut, symbolizing a cosmopolitan city. The poster was conceived by Aroma and realized by illustrator Olivia von Wattenwyl from Bern.

"With today's unveiling of the motifs, the starting signal has been given for our festival, which was last held in 2010. Around 7,500 participants are looking forward to a large, well-organized festival," says Max Binder, former president of the National Council and president of ETF2024.

Responsible for Federal Festival of Traditional Costumes: Max Binder (President), Johannes Schmid Kunz (Managing Director ETF2024), Ursula Hänni (Communication Department). Responsible at Aroma: Lukas Meier (overall responsibility), Philipp Häcki (art direction), Ariya Fischer (apprentice P3D, specialization creation), Moorea Derradj (apprentice graphic designer EFZ). Illustration: Olivia von Wattenwyl.

In keeping with the warmer weather, the new Super T campaign from Ramseier Suisse is being launched this week. The Zurich agency Allink has developed subjects that focus on the topic of sports. "SuperT is the Swiss vitamin tea and therefore the perfect refreshment during or after sporting activities," says Stephanie Waller, Brand Manager at Ramseier Suisse, explaining the strategic direction of the current campaign.

After the brand development of SuperT - from naming to brand design - Allink had already staged the launch campaign in 2022 and is now responsible for the follow-up. The three sporty theme worlds of biking, bouldering and an urban sports field are the focus of the current SuperT summer campaign. They are intended to provide the right environment for the Swiss vitamin tea and underline the three current SuperT varieties with striking colors.

The bike subjects were realized with Andreas Moser - staff member of the BiXS Performance Race Team, where there is a cooperation with SuperT. For the other motifs, the Allink photo team worked with sports and amateur models and also recorded a brand spot for social media. For the campaign launch, the subjects can be seen at more than 1,000 billboard locations in German-speaking and French-speaking Switzerland. The posters are accompanied by story ads on Instagram and Tik Tok, as well as the brand spot on YouTube.

Responsible at Ramseier Suisse: Evelyn Kafka (Head of Brand Management), Stephanie Waller (Brand Manager), Marina Lingg (Product & Marketing Manager), Sandra Bieri (Content & Online Manager). Responsible at Allink: Christoph Schlatter (Creative Director), Jonas Koutrios (Art Director), Ylena Ryf (Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Film Producer), Lena Nyfeler (Photo Apprentice), Fabian Schiltknecht (Managing Director), Livia Küpfert (Project Manager), Jahn Koutrios (Music). Responsible at Mediaschneider: Bettina Mettler (Client Service Director), Katja Lüchinger (Senior Digital Project Manager).

With a modern and appealing design, Sofie worked with the team at Stadtcasino Baden to create a visual identity that reflects the essence of the casino - the diversity of its business areas.

The digital business report is now accessible and is designed to provide Stadtcasino Baden's stakeholders with an interactive and informative experience. "We are convinced that the combination of our creative expertise and the casino's innovative ideas has resulted in a groundbreaking solution," the agency says of the project.

Responsible at Stadtcasino Baden: Beat Lehmann (Head of Brand & Campaign Management), Thomas Hoppler (Director Finance), Florentina Spahr (Graphics / Project Management), Jessica Obrist (Text / Project Management), Dušan Kozlica (Photography and Video), Sadi Brügger (Text), Cyrill Altorfer (Text), Alexander Bumbacher (Text), Patrick Senn (Text). Responsible at Sofies Kommunikationsdesign: Kevin Casado (Creative Consulting, Concept), Pasquale Li Voti (Consulting Technology), Anja Meier (Design), Luca Moor (Code), Melissa Federer (Code). Responsible at Roli Deluxe (CGI Production): Salome Grand (Creative Director, CGI Producer), Lukas Helfer Creative Director, CGI Artist), Cédric Oppliger (Creative Director, CGI Artist).

She is the most successful Swiss tennis player of all time. Martina Hingis won five Grand Slam tournaments in singles and 20 in doubles and mixed during her career. Hingis spent a total of 209 weeks at the top of the singles world rankings until 2001.

"A great enrichment"

In 2017 - shortly after she won both the doubles and mixed titles at the US Open in New York - she announced her final retirement from top-level tennis.

Around six years later, the 42-year-old is now venturing behind the microphone and joining SRF's team of tennis experts with immediate effect. The St. Gallen native will be in action for the first time at the women's final of the French Open and will then also accompany the Grand Slam tournament in Wimbledon.

"We are very proud to have Martina Hingis, a world star, as our expert," says Daniel Bolliger, Head of Live Sport at SRF. "Her tennis knowledge and anecdotes will be a great enrichment for viewers." Hingis is also looking forward with anticipation to her first assignment: "It's a completely new challenge and I'm sure I'll be a bit nervous, especially since the baptism of fire is a final right away. But I'm really looking forward to being able to accompany the tennis team up close again."
Alongside Martina Hingis, Michel Kratochvil will support SRF commentator Manuel Köng in Paris from the semi-finals of both genders.

As of the beginning of 2023, Keystone-SDA had to change the operation of the service from the short number 164 to the 0900 number. Following the latest revision of the Telecommunications Act, it has no longer been permitted to distribute information services via short numbers since January 1. These are reserved for emergency call services, rescue and breakdown services, and security information services.

According to Keystone-SDA, the switch from the short number to the 0900 number caused a massive and significantly higher than expected drop in caller numbers. This meant that Sport164 could no longer cover its costs.

This means that Sport164 will be discontinued after almost 70 years of existence. The number was founded in 1955 by the then PTT. From then on, the 164 was practically the only way, apart from radio, to receive sports results in real time - from both Switzerland and abroad. The then news agency Sportinformation Si took over the Sport164 business from PTT and later operated it in close cooperation with partners Swisscom and Ringier. Since 2010, Si and since 2018, through the merger of the news agencies, Keystone-SDA operated the number on its own.

In the best times, more than 10 million callers called the number per year, according to Keystone-SDA. With the advent of new technologies and smartphones in particular, the number has declined constantly in recent years. Most recently, the number of callers for 1.40 francs per minute was still a good 200,000 a year - still an astonishing figure, according to Keystone-SDA, considering that almost all people in Switzerland have access to the Internet via cell phone at all times.

Under the protected Sport164 brand, the agency also operated an SMS news service until 2021. In earlier years, Sport164 had also produced MMS services and - based on WAP technology - content for the Swiss portal of "Vodafone live! Sport164 also supported Swiss sports, was a partner in the Spengler Cup, for example, and acted as helmet sponsor for the best Swiss ski racers until well into the new millennium.

"We have known for years that Sport164 has an expiration date due to new technologies," Jann Jenatsch, COO of Keystone-SDA, is quoted as saying in the statement. "We had hoped to be able to delay the end for a few more years, but the change was too much for our clientele. The switch to the 0900 number sealed the end of this institution."