Whether from friends, acquaintances, influencers or platforms such as Google and Tripadvisor - recommendations play a decisive role: 64 % of Swiss and 69 % of Germans book a trip based on recommendations or positive reviews. And if the vacation experience was particularly beautiful, fascinating or unforgettable, the powerful phrase "You must have experienced that" is used.

For Ticino Turismo, this means that the best way to get on the bucket list of target groups is to generate enthusiasm for unique experiences that are only possible in Ticino.

In the run-up to the launch of the campaign, a Teaser campaign in the social media in which the Ticino comedian Mike Casa Passers-by interviewedwhat you absolutely have to experience in Ticino.

The campaign is being launched with a manifesto film that invites you to experience Ticino in an unforgettable way and shows what you have to experience in Ticino.

In addition, four short films will be used to address specific topics such as hiking, dolce far niente, family adventures and time travel. This is intended to encourage both young travelers and active connoisseurs to integrate Switzerland's southernmost canton into their travel plans.

Accompanying posters on the same and other topics are attracting attention in German-speaking and French-speaking Switzerland.

The centerpiece of the campaign is the new landing page Ticino.ch/bucketlist. Here you will find further inspiration on all topics, top 5 experiences per topic, special offers and a competition.

The plan is to implement the new creative concept and the campaign umbrella in other Ticino regions such as Lugano, Mendrisiotto and Bellinzona. According to Manuela Nicoletti, Director of Marketing at Ticino Turismo, the involvement of the regions shows the strength and flexibility of the campaign, which ultimately leads to more attention and impact for the canton and the individual regions.

The campaign with five films and five posters is currently running in German- and French-speaking Switzerland and marks the start of a multi-year series of measures designed to highlight the versatility and strengths of Ticino through various storytelling formats and adaptations of the central idea.

A lead campaign based on the same creative concept is also being used in Baden-Württemberg. A broad mix of measures consisting of special e-newsletters, presence on selected, target group-specific platforms, PR activities and activating measures on all social channels complete the new, wide-ranging appearance of Ticino Turismo.

Responsible at Ticino Turismo: Manuela Nicoletti, Director of Marketing. Responsible at Zimmermann Communications: Creative Direction: Christoff Strukamp, Art Direction: Julia Hofmann, Text: Sophie Güntensperger, Project Management: Julia Röthlisberger, Overall Responsibility, Strategy and Media: Rolf Zimmermann. Film production: Company Production, Producer: Michael Gloor. Website: Weooo, Sebastian Palka.

If your own brand or product name makes it into the dictionary, then "you've made it". The preliminary stage of this is being used as a verb or umbrella term. Of course, this actually happens quite rarely and this exclusivity alone makes it a kind of distinction. But can this quasi-immortality be bent somehow?

When a new brand or a new product is launched, particularly shrewd marketers like to briefly check whether the name suggestions floating around could also be used as a verb or as an umbrella term. But this is hardly relevant. After all, language can do almost anything anyway - and whether it sounds "nice" doesn't really matter in the end. If someone had these thoughts back then at the "Bostitch" company in the USA: Chapeau! But then the product or the company would probably have a different name. It doesn't get much stranger than that.

Stapler? Stapler?

But Bostitch has just solved a problem. And we're not talking about the loose sheets of paper fluttering around. Apparently, at least in Switzerland, there didn't seem to be a satisfactory name for this device and the associated activity, so the company name Bostitch was quickly coined. Did this thing and the associated activity not even exist in Switzerland before? Or was "stapler" and "stapling device" simply too German? In any case, it struck a nerve of sorts, filling a linguistic vacuum. So well, in fact, that many people no longer even know that Bostitch is not a device, but a company. Some even think it's a technical term from the stationery industry.

One might argue that it would be an absolute worst case scenario if the product is a huge success - but unfortunately the name cannot be used as a verb! As is supposedly the case with Galaxus: Or have you ever galaxed today (or would it be "gelaxt" or "gegölaxt", as a mixture of gegönnt and Galaxus)? The problem here is that galaxus does not solve a problem linguistically, because there is no problem: There is simply no need to find another word for "bestellen" or "Onlineshop". That's bad luck for Galaxus.

Create the problem and then solve it

The name "Google" is also not at all a good verbalization, but it has crept in without hesitation. Because it is simply better than "searching for something on the Internet using a search engine". With "Twinten", the corresponding activity simply didn't exist before the product - a forced verbalization, so to speak. Or to put it another way: along with the product, Twint also created the linguistic problem that it immediately solved again.

Sure: in hindsight, everything seems somehow logical. But it helps to think about whether there is even a linguistic necessity or gap that can be filled before thinking about the most elegant verbalized application of a new brand or product name. And even then: if Bostitch makes it into everyday language, then so can others.

Of course, there are also these desperate attempts to use the name as a verb or umbrella term via advertising. Like "Nogger yourself one!". Go ahead and google it, preferably via image search. Together with this absurd appearance, it was somehow weird enough for the slogan to be dropped sarcastically. After all, it has made itself virtually immortal in its own way as a dubious but much-used example of the problem at hand.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she uses industry-related terms and comments on them with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.

Kellermann is part of the Rathgeb Bio Group and is active in the field of regional, sustainable vegetable production and processing. The agency from Zurgams in Vorarlberg is responsible for creating a new corporate design and developing a website for the company. This will serve as a template for other companies in the Rathgeb Bio Group in the future.

Bellprat Partner's new logo has a more modern look, stands for flexibility and dynamism and adapts to different applications. The revised website focuses on projects and the team, offers intuitive navigation and presents the agency's 44-year portfolio, from Expo pavilions to tourist productions.

Parallel to the visual renewal, the management structure has also been strengthened: Creative Director Arnau Bellprat, Co-CEO Markus Göb and Co-CEO Iwan Funk are taking over the operational management, supported by Marion Häring as Head of People and Culture in the extended management team. Xavier Bellprat, company founder, partner and still Creative Director, will continue to actively contribute his many years of expertise to various specific projects. The current team at Bellprat Partner is generally more interdisciplinary: Experts from the fields of scenography, architecture, interaction design and graphics work together in close collaboration.

"Frienisberg - üses Dorf", idyllically situated in the middle of the "Landscape of the Year 2024" between Bern and Seeland, is no ordinary residential and nursing home, but an entire village and probably the only one of its kind in the whole of Switzerland. What is less unusual is that there is also a shortage of nursing staff and other specialists in Frienisberg - despite fringe benefits such as dog daycare, flex bonuses for spontaneous assignments and free parking spaces.

Consequently, Komet's new employer branding campaign places the village character of Frienisberg at the center of communication in order to set the employer apart from its competitors and thus attract the desired attention. In line with the existing self-positioning "Üses Dorf", the company is looking for real "Frienisberger:innen" instead of nursing staff who want to move their career to the countryside.

This is demonstrated by social ads and posters with authentic portrait photos and a headline that gets straight to the point, just like a normal job advertisement, and should lead to many applications.

Responsible at Frienisberg - üses Dorf: Sonja Vogelsanger (Head of Services and Member of the Executive Board), Ramona Loeliger (Personnel Specialist). Responsible at Komet: Michelle Hebeisen (consulting), Cyril Sollberger (graphics), Lisa Oppliger (DTP), Claudio Parente (AD/concept), Daniel Müller (text/concept), Jeff Gerber (CD). Photos and videos incl. editing: Susann Heuing-Reinhard.

The switch-off of FM transmission for SRF radio stations on December 31, 2024 has affected the radio market in Switzerland. According to Mediapulse data, SRG stations lost around 450,000 listeners in the first quarter of 2025, which corresponds to a 15% decline in daily reach. At the same time, private radio stations were able to increase their reach by an average of 17%, as many former FM listeners switched to providers that continue to broadcast in analog format.

Private broadcasters and the advertising market benefit

This development opens up new opportunities for the advertising market: Despite the increased audience, private radio stations have not yet adjusted their advertising rates. Advertisers are therefore reaching a larger audience for the same price, which increases the efficiency of their campaigns. Hans Lackner, Director Operations at Swiss Radioworld, explains: "The market data points to a temporary structural shift that opens up additional potential, especially for private providers."

Swiss Radioworld also sees opportunities for digital audio advertising and streaming services such as SoundCloud and TuneIn. The Goldbach Group subsidiary supports advertisers in reaching their target groups via various channels and benefiting from changing listening habits.

SRG focuses on digitalization and long-term stabilization

SRG considers the current figures to be in line with expectations. With a market share of 53%, it remains the leader ahead of the private broadcasters with a combined 41%. The decline is an expected transitional movement, as changeover and conversion take time. "The vast majority of radio listeners in Switzerland already listen digitally," emphasizes the SRG in its statement. Over 80 percent of radio minutes listened to today are via the internet or DAB+.

According to SRG, the early switch-off was also for economic reasons: Analog FM technology is inefficient and expensive. In addition, the aim is to pave the way for the digitalization of the entire market, as all broadcasters will switch off FM by the end of 2026 at the latest. SRG assumes that its usage figures will recover as the digital migration progresses.

Since 1980, the Zurich Journalism Prize Foundation has honored journalistic work that stands out for its exceptional quality and sustainability. For the 2025 edition, a jury of experienced media professionals reviewed a total of 217 submissions and nominated twelve of them. Three entries in the main category and one in the young talent category will be awarded prizes worth a total of CHF 35,000.

Nine entries were nominated in the main category. The variety of topics ranges from investigative research and social analysis to touching portraits.

• Barbara Achermann, "A case for two", The magazine
• Marius Aschwanden, "Death of a prima donna", Berner Zeitung / Der Bund
• Renato Beck, "The trench through the village", Woz
• Markus Häfliger and Thomas Knellwolf, "Thousands of data falsified for initiatives: signature scam shakes Switzerland", Tages-Anzeiger
• Carole Koch and Alan Cassidy, "The Atomic Family, NZZ on Sunday
• Ivo Mijnssen, "Before the battle: If Pokrovsk falls, the defense lines could collapse on a broad basis", NZZ
• Pascal Ritter, "The last journey of Gino Mäder", Gruppetto Magazine
• Kaspar Surber, "Manu's departure", Woz
• Benjamin Weinmann, "Lead for the crème de la crème", Switzerland at the weekend

Three young journalists are competing for the Newcomer Award in the Young Talent category: Lea Ernst ("Cinema Sarajevo, NZZ am Sonntag Magazine), Linda Leuenberger ("Das Geschäft mit der Hoffnung", CH-Media-Zeitungen) and Simon Maurer ("Diagnoses abroad - at Swiss rates", CH-Media-Zeitungen). The winner will receive prize money of CHF 5,000.

The award ceremony will take place on May 13 at the Kaufleuten in Zurich. Federal Councillor Albert Rösti will be the guest speaker, while Nicola Steiner and Foundation Board President Hannes Britschgi will host the program. The jury is made up of Christina Neuhaus (NZZ), Doris Kleck (CH Media), Brigitte Hürlimann (Republic), Paula Scheidt (NZZ on Sunday), Dirk Schütz (Handelszeitung), Simon Jacoby (Tsüri.ch) and Cédric Fröhlich (Bernese Newspaper/Tamedia) together.

The Zurich Journalism Prize is sponsored by the media companies CH Media, NZZ, Ringier and Tamedia and financially supported by various companies and institutions. The aim of the award is to promote quality journalism and recognize work that stands the test of time.

The VSSM campaign is set to run until 2030 and brings together all of the association's marketing activities. With a focus on the general public and young people interested in a carpentry apprenticeship, the initiative has two main objectives: Firstly, to raise awareness of the diversity of regionally manufactured carpentry products, and secondly, to inspire young talent for the profession through targeted information.

The demand for locally produced wood products is high, but many people are unaware of the range of carpentry work available. "Our industry still has room for improvement when it comes to marketing and selling additional services," explains VSSM Director Daniel Furrer. The new website Schreiner.ch is intended to change this and give interested parties an insight into what the member companies have to offer.

Apprenticeship opportunities become more visible

Another focus is on promoting young talent. Apprenticeships in carpentry remain popular - in 2023, the number of new apprentices rose by 3.5% compared to the previous year. Nevertheless, there are gaps in knowledge about career opportunities in the industry, particularly among parents, teachers and other decision-makers.

From June, the platform Traumjob-schreiner.ch with additional content to provide comprehensive information on training and further education opportunities. The first activities will start in September.

The campaign was developed in collaboration with the Bern-based agency Stämpfli Kommunikation. Adriana Siragusano, Consultant and Project Manager at Stämpfli, emphasizes: "The close collaboration with the VSSM made it possible to design a campaign that specifically addresses the needs of the industry." Christian Kälin, member of the VSSM Central Board, adds: "The campaign appeals to very different target groups and creates real added value for our almost 2,000 member companies."

The concept is based on the established association brand "Die Schreiner - Ihre Macher" and is implemented bilingually in German and Italian.

The new 1920s-style Rubello ticket costs 20 francs and offers the chance to win a top prize of one million francs.

To promote the new product, Erdmannpeisker developed an eye-catching poster campaign, a TV commercial, social media advertising material and a key visual for the POS.

The modular system developed by the agency made it possible to produce the TV commercial using existing visual material that was also tailored to the content and design of the new Gold scratch card. This modular approach made it possible to realize high-quality campaigns in an efficient and targeted manner and to showcase the individual lots prominently, as the agency writes.

Responsible at Swisslos Intercantonal National Lottery: Anouk Grünert (Head of Product Management Lots), Fabia Leu (Product Management Lots). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Direction), Jenny Ziörjen, Christina Weisser (Art Direction), Laura Fässler (Motion Design), Selina Helbling (Consulting), Markenfilm Zürich (Film Production), Zipmedia (Media Planning).

Klangwelt Toggenburg, a cultural institution in the foothills of the Alps in eastern Switzerland, has been dedicated to researching and communicating sound and resonance for over 20 years. With the opening of the new "Klanghaus" on May 24 and 25, 2025, the institution's image is now also being redefined. Studio Marcus Kraft from Zurich is responsible for the rebranding. The new visual identity reflects the complexity of the themes and the alpine surroundings.

Typography as the core of the design

At the heart of the new corporate design is a customized corporate typeface that uses modular letter elements to create a typographic oscillation - inspired by overtones, sound frequencies and the alpine landscape of Toggenburg. This dynamic typography is intended to act as a visual echo of the sound and illustrate the connection between tradition and innovation.

In addition to the typography, the rebranding also included the brand architecture, color palette, visual language, animations and layout principles. The new identity will be implemented in all communication media, including business stationery, posters, social media content and a completely revamped website. The first applications already took place at the opening of the updated Klangweg last year (Markt-kom.com reported).

Sound house as a walk-in instrument

The new sound house is designed as a walk-in instrument and combines architecture, nature and sound in a symbiosis. In addition to the building, the Peter Roth Resonance Center, which houses the first publicly accessible sound dome in Switzerland, will also be opened. Mirjam Hadorn, CEO of Klangwelt Toggenburg, emphasizes: "The new appearance reflects our transformation from an 'insider tip' to an institution with international appeal."

"Klangwelt Toggenburg operates at the interface between culture and tourism," adds Marcus Kraft. "When developing the new visual identity, we paid particular attention to ensuring that the institution's wide range of offerings and diverse themes can be communicated as flexibly and recognizably as possible for the various target groups in future. "$

Responsible at Klangwelt Toggenburg: Mirjam Hadorn (CEO), Christian Zehnder (Artistic Director), Edi Hartmann (Operations Manager), Eva Macartney (Visual Communication & Marketing Assistant), Corinne Zimmermann (Multimedia Project Manager). Production: Studio Marcus Kraft (concept, art direction & design), David Jonathan Ross (font engineering), Miriam Palopoli (animation), Beat Bälzer & Ralph Brühwiler (photography), Axel Kindermann (camera & video editing),Vitamin 2 (website development), Christian Zehnder (sound logo).

The annual "Trusted Brand" brand study by Reader's Digest, conducted in collaboration with the Aachen-based Dialego Institute, has once again investigated Swiss consumers' trust in brands. For the 2025 edition, 2,300 people were surveyed and asked to name their most trusted brands in 15 product categories. Despite economic and social uncertainties, brand trust remains remarkably stable: in 13 categories, the winners are the same as last year.

The frontrunners in the respective categories include Ricola (sweets), Miele (household appliances), Amplifon (hearing aids), NeoCitran (cough medicine), Nivea (cosmetics) and CSS (health insurance). Particularly striking is the dominance of Fielmann in the opticians/glasses brands category with 752 mentions - the highest number of all categories - followed by Ricola (655 votes) and Nivea (532 votes).

AI acceptance on the rise

There has been a change in attitudes towards artificial intelligence (AI). While 24% of respondents rate AI applications positively - an increase of two percentage points compared to the previous year - the negative attitude fell by six points to 33%. However, the majority of consumers remain indifferent to AI, with an increase to 43%.

The study also sheds light on the personal assessment of the future: only 57% of Swiss people still believe that 2025 will be a good year for them personally - a decline compared to the 61% in the previous year. Andreas Karl, Managing Director of Reader's Digest Germany, Austria and Switzerland, comments: "Our study shows how important it is to provide clear points of reference with high-quality and sustainable offers - and thus invest in the trust of customers."

The "Trusted Brand" study has been conducted since 2001 and is considered one of the largest consumer studies in Europe. According to the information provided, the unaided survey, in which consumers spontaneously name their most trusted brands, is unique. A total of 2193 brand terms were named in Switzerland, which underlines the intense competition for consumer trust.

For this year's campaign to pay out the surplus fund (ÜBF), Mobiliar has attracted public attention. On April 2, for example, an oversized inflatable "sore muscles" could be seen on the facade of the casino in Berne. It was not until the following day that a TV advertisement clarified the situation: The hangover was part of a broad-based campaign that was accompanied by attention-grabbing campaigns as well as traditional and digital channels.

At the same time, a CGI video circulated showing the famous Geneva Jet d'Eau spouting its water into the lake diagonally instead of vertically. Both elements formed the prelude to a multi-level story about small mishaps - triggered by the joy of the repayment from the Mobiliar surplus fund. This year, insured persons with household, building or legal expenses insurance are the lucky recipients of the premium rebates.

The resolution followed via commercials, posters and social media formats that continued the respective narrative. "Telling a story over several days, using different instruments and via different channels is challenging. But of course it's also rewarding, because this multi-stage narrative makes the messages more memorable," says Anouk Karrer from Jung von Matt Limmat.

Since 2024, communication on the premium distribution has also been told under the concept "Dear Mobiliar ...". In everyday scenarios, charming and clumsy protagonists cause minor accidents due to their euphoria about the premium discount.

The concept was rolled out across all media: In addition to the attention-grabbing campaigns, the TV commercials "Jet d'Eau" and "Muskelkater", the concept was staged on social media in line with the channel. Eight films, which quote popular formats such as GRWM, ASMR or Outfit Swap, attract attention by integrating themselves organically into the feeds. And only turn out to be advertising in the second step.

The posters then play again with other motifs of carelessness that arise from the joy of the distribution of the surplus fund. For example, unforeseen events occur in a kitchen and an art gallery.

Hanna Poffet from Mobiliar comments: "Mobiliar's advertising has relied heavily on humorous storytelling for over 25 years. We have staged this in all the dimensions of time, space and platforms available to us, bringing us one step closer to our customers."

Customer: the furniture. Agency: Jung von Matt Limmat. External partners:inside: Pumpkin Film, Frieder Wittich, Rur, La Famiglia, Jingle Jungle, Sebahat, Jonathan Heyer, Blish, JellyJelly, Jung von Matt Impact, Mediaschneider.