With an anniversary appearance at Rhema and various communication measures, the location brand Rheintal.com celebrated its tenth anniversary. The platform was launched in 2015 by the St.Gallen Rhine Valley Association and aims to make the region visible beyond municipal boundaries - for skilled workers, returnees and companies as well as for the local population and guests.

Rheintal.com sees itself as an instrument for regional location marketing. The brand portrays people, companies and places in the Rhine Valley and presents the region as a cohesive unit. In terms of content, it focuses on proximity and authenticity, for example with contributions on quality of life, economic prospects and regional ties.

High-profile projects

One of the successful projects is the image film "Wa macht üsers Rhintal so grossartig?", which was created in collaboration with Widnau artist Nico Arn. The video reportedly reached 2.8 million views within two months. The "Rhinfluencer:innen" social media initiative, in which people from the region acted as ambassadors, also achieved a high reach.

At the Rheintal.com stand at this year's Rhema, visitors received information material and a printed bag with a night motif of the Rhine Valley. In addition, a video was produced on site with voices from the local population, capturing personal perspectives on life in the region.

Ruedi Mattle takes over

The anniversary also saw a change at the top of the association: Reto Friedauer, who had been President for many years, handed over his office to Ruedi Mattle, previously Vice President. Sabina Saggioro is now in charge of management. She emphasizes: "With Rheintal.com, we are making visible what distinguishes our region as a place to live and do business. The brand brings people, communities and companies together - and shows that the Rhine Valley is more than just a geographical term: it is a shared promise."

AI Bridge has launched the Swiss AI Accelerator together with Digitalswitzerland. The program aims to support Swiss companies in the targeted use of generative AI in the face of global competitive pressure, as detailed in a press release. The background to this is that although many companies recognize the need for digital transformation, they often do not have a clear, practical implementation path.

A structured approach to AI integration

The three-month program is aimed at companies that already have initial experience with technologies such as ChatGPT or Copilot and focuses on the systematic development and integration of AI solutions into existing business processes.

Face-to-face sessions will take place every two weeks in Zurich, supplemented by individual coaching and peer exchanges. The focus is on practical implementation, not just pure theory. "We are building a clear path - realistic, practical and tailored to Switzerland," explains Afke Schouten, founder and Managing Partner of AI Bridge.

The offer comprises three central tracks: Business, Tech and Community. Specialists and managers would work together to develop concrete solutions for their day-to-day business. The program not only focuses on cost efficiency and resource conservation, but also offers access to experienced AI experts from Switzerland.

Application procedure starts

Five companies can take part in the first round in fall 2025. The Accelerator team will award the places as part of an application process. Interested companies can register for free information sessions in June 2025. Further information, conditions of participation and registration are available on the website Accelerator.aibridge.ch available. (Dajana Dakic/jor)

This article first appeared in Netzwoche.

AI agents are on the rise - and they will have a big impact. At least that's the view of many of the managers surveyed on behalf of Salesforce. Cybersecurity is no exception, as Salesforce has now revealed in a new study. All of the 2,000 managers and IT security officers surveyed worldwide see at least one security-relevant area of application that could be improved with agent-based AI. However, the study also shows that many companies still have some homework to do in the area of cybersecurity before introducing the AI wonder weapon.

7 out of 10 Swiss companies increase their cybersecurity budget

According to the study entitled "State of IT Report", 74 percent believe that their security practices are in need of a fundamental transformation. 48 percent state that their data infrastructure is not sufficiently prepared for the use of agent-based AI. More than half (55 percent) express doubts about having the necessary guard rails and security mechanisms in place. In addition to known threats such as phishing, malware and cloud risks, IT managers are increasingly concerned about data poisoning - i.e. the targeted manipulation of training data by third parties, Salesforce summarizes.

With 50 people surveyed in this country, the study's database for Switzerland is rather thin. However, it indicates that the majority of companies here are reacting to the increasing risk and increasing their cybersecurity budget. 70 percent of the managers surveyed in Switzerland stated this. In addition, 30 percent of IT security teams in Switzerland already use AI agents in their day-to-day business - and the trend is rising, Salesforce adds. According to the survey, more than twice as many expect to implement them within the next two years. Among other things, they expect this to result in faster threat detection, improved audits of AI models and greater automation of operational processes.

Compliance as an obstacle

4 out of 5 IT security managers surveyed in Switzerland see AI agents as a means of improving compliance with data protection laws. At the same time, many respondents (72%) cite regulatory complexity as an obstacle to the introduction of AI agents. Only 52% are confident that they can use AI agents in compliance with regulations today and 66% have not yet fully automated their compliance processes.

In the press release accompanying the study, Salesforce calls for robust data structures and clear governance guidelines. These are essential for AI agents to develop their full potential. (René Jaun/fsi)

This article first appeared in Netzwoche.

Nine tourism organizations from Germany, Austria, Switzerland and Italy form the AlpNet network to promote the development of responsible and nature-friendly Alpine tourism.

The members of AlpNet include Allgäu Tourismus, Tirol Werbung, SalzburgerLand Tourismus, Graubünden Ferien, Luzern Tourismus, Made in Bern, Valais/Wallis Promotion, IDM Südtirol-Alto Adige and Trentino Marketing. Together they represent around 155 million overnight stays per year.

As part of the Alpine Climate Summit 2025 on the Zugspitze, AlpNet presented the so-called Alpine Manifesto which formulates ten common guiding principles. The aim is a sustainable approach to nature, people and the environment in the Alpine region.

Karin Seiler, President of AlpNet and Managing Director of Tirol Werbung, emphasizes: "The Alpine Manifesto is more than a symbolic solidarity. It is a practical guideline and a common mission to ourselves."

Invitation to participate

The principles of the manifesto range from respectful behavior in nature to climate-friendly travel and the promotion of regional value creation. The regions rely on measures that have already been tried and tested. Tyrol, for example, is focusing on coordinating use and dialog with the "Bergwelt Tirol - Miteinander Erleben" program. In Salzburger Land, projects such as "GuestMobility Ticket" and "Respect and Protect" enable gentle mobility and visitor guidance.

In the Allgäu, over 120 partner businesses are contributing to the "Climate-neutral Allgäu 2030" project to reduce CO₂ emissions. South Tyrol is focusing on sustainable offers and collaborations with "Mindful in the mountains" and "Visiting pioneers". Trentino emphasizes safety and local quality with projects such as "Prudenza in montagna".

The Swiss destinations are also making concrete contributions: Lucerne offers overnight guests free travel on public transport, Bern promotes conscious tourism with "ViaBerna" and educational programs on climate issues, and new approaches are being implemented in Valais with "Fairtrail Valais" and the future "Mobility Ticket", among others.

According to AlpNet, the Alpine Manifesto is not just a position paper, but an invitation to guests, businesses, municipalities and politicians to actively contribute to sustainable development in the Alpine region. Further information on the manifesto and the regional projects can be found at Alp-net.eu.

The guiding principles at a glance

1. We respect the nature and wildlife of the Alps. 
2. We behave respectfully towards other guests and locals. 
3. We leave nothing behind in the natural alpine landscape. 
4. We prefer the existing accommodation offer.
5. We select tours in the Alps carefully and prepare them well. 
6. We cross the Alps carefully and stay on paths, trails and pistes. 
7. We respect the operating times and rules of snow sports facilities and cross-country ski trails. 
8. We buy regionally and support local companies. 
9. We travel environmentally friendly. 
10. We carry the beautiful memories of the Alps in our hearts. 

OMG Switzerland is now responsible for the SHV's marketing strategy. The collaboration includes developing a sponsorship and sales concept, conducting target group and image analyses and providing operational marketing support.

The first visible measure was a joint campaign in the run-up to the Switzerland-Germany European Championship qualifier in Zurich's Hallenstadion on May 7, 2025. Between April 14 and May 6, a DOOH campaign was played out in sports-related environments in Zurich and Winterthur.

Jens Brecht, CEO of OMG Switzerland and Austria, is delighted about the partnership: "Handball is booming in Switzerland and we have two successful national teams that we can support with our expertise."

Chantal Wick, Head of Marketing at the SHV, adds: "With Omnicom Media Group Switzerland, we now have a professional partner at our side who will support us in strategically developing handball in Switzerland and making it more visible. The first joint steps, such as the new strategy and the campaign for the European Championship qualifier in the Hallenstadion, already show the great potential of this collaboration."

Pascal Jenny, Central President of the SHV, emphasizes the strategic importance of the mandate: "One of our strategic goals is to double marketing revenue in order to enable the further development of the Swiss Handball Federation and the implementation of the vision 'Swiss handball strengthens the cohesion of a modern, constantly changing society'. This requires creative approaches and concepts, an efficient sales force and a lot of passion for the sport of handball."

The new podcast «Elektrogeflüster» has been available on Handelszeitung.ch and Blick.ch since Thursday. The show addresses current issues surrounding electric mobility in Switzerland and focuses on topics relevant to everyday life, such as range, charging infrastructure, and planning longer trips with an electric car.

The podcast is hosted by Wilma Fasola and Andreas Engel. Fasola is a longtime journalist for the Specials section at the Handelszeitung, Engel writes as an automotive journalist for various publications by Ringier Medien Schweiz. Both bring experience and a personal connection to the subject.

In the premiere episode, titled «A Vacation Trip in an Electric Car: Unrealistic or Feasible?», the two hosts discuss the challenges and opportunities of traveling in electric cars. Topics include range management, charging planning while abroad, and common misconceptions about electric vehicles.

The production is supported by Porsche. Benjamin Bieber, head of marketing at Porsche, describes the podcast as «the ideal format for conveying knowledge in a credible and authentic way» and emphasizes the importance of educational efforts for the transition to e-mobility.

«Elektrogeflüster» is released every two weeks on both Ringier Media Switzerland platforms as well as on popular platforms such as Spotify, iTunes, and YouTube. The first season runs through the end of September.

The Sunrise brand Yallo has revised its mobile portfolio and launched a new brand campaign as part of this. Under the title "Mobile. Internet. TV. But clever.", the campaign communicates the positioning as an uncomplicated and price-conscious provider for digitally oriented consumers.

The new portfolio includes tariff models for different user needs - from entry-level offers and roaming solutions for cross-border commuters to data packages that can be used throughout Europe. An additional option for smartwatches is now also available, which uses the same number as the mobile device and enables a connection without a smartphone.

In addition, certain subscriptions are offered with transmission rates of up to 2 Gbit/s. Yallo is thus using Sunrise's existing 5G network and emphasizing the technological performance within the price segment.

The new brand campaign will be played out across all channels - including TV, digital platforms, (D)OOH and at the point of sale. It tells the story of everyday situations involving digitally savvy users who are characterized by pragmatic and forward-looking decisions.

According to Yallo, the campaign is aimed at a target group that values simple processes, transparent prices and high connectivity. "The typical Yallo target group is smart, modern and digital," says Stefan Fuchs, Chief Consumer Officer Flanker Brands at Sunrise. The aim is to further establish Yallo as a fully-fledged telecommunications provider with a clear positioning in the Swiss market.

Franklin Templeton, together with the agency Foundry, is implementing a new Europe-wide campaign aimed at financial advisors that positions thematic investing in a broader context. Under the title "See the Big Picture", the campaign aims to draw attention to less visible but fundamental drivers of economic and social transformation - including the increasing demand for energy, the need for smart infrastructure and the expansion of clean technologies.

According to Franklin Templeton, the visual narrative of the campaign stands for forward-looking investing that thinks beyond short-term technology trends. "For us, thematic investing is not about chasing hypes. It's about recognizing long-term changes that affect people's lives and identifying the opportunities for investors to align these with their investment goals," says Heike Andrews, Director EMEA Integrated Marketing at Franklin Templeton.

A central element is therefore a 30-second brand film that deliberately works with AI-generated images. The aim is to make the interplay between innovation, people and the environment visually accessible and to invite a change of perspective.

The campaign is based on findings from conversations with consultants and customers and, according to Foundry, was specifically geared towards their information needs. "Complex topics don't need complicated words. They need stories that are relevant - and effective," explains Sacha Moser from Foundry. Advisors should be able to use the stories to "create real added value in client meetings", he continues.

In addition to the brand film, digital formats, website takeovers, banner advertising and a 15-second TV spot are used.

SRF is expanding its team of wrestling experts: Christian Stucki, wrestling king of 2019 and 134-time winner of the Swiss Wrestling and Alpine Festival, will be part of the broadcasts surrounding the Swiss Wrestling and Alpine Festival from summer 2025. The 40-year-old will make his first appearance in the "Schwingklub" show on SRF 1 on June 23.

Stucki joins the existing "royal circle" of Jörg Abderhalden, Matthias Sempach and Adrian Käser. Together, the quartet has six royal titles and a total of 387 wreaths. The Bernese is one of the few wrestlers to have won all three major titles - the ESAF, the Unspunnen and the Kilchbergschwinget. He was already a guest for SRF at the 2024 anniversary wrestling festival in Appenzell.

Stucki knows many of the active wrestlers personally and wants to offer special insights thanks to his proximity to the scene: "I can also take a look in the dressing rooms," says the former wrestling king.

According to Daniel Bolliger, Head of Live at SRF Sport, Stucki brings additional impetus, especially in the area of multimedia: "He also knows many of the current top wrestlers from his active time. That's great added value for our audience."

In addition to his role in the talk show "Königsrunde", Stucki will also be part of the new format "Königsduell" in 2025, in which he competes outside of the sawdust in typical Swiss disciplines against active wrestlers. The highlight of the season is the Swiss Wrestling and Alpine Festival at the end of August in Mollis GL. SRF is planning a total of over 100 hours of wrestling programs.

Skin problems affect many people and are often associated with shame, insecurity or time pressure. Quick and competent support is often required. Everything else is secondary - hau(p)tsache, the right help comes quickly. This is what Andfrank's current campaign aims to visualize.

The simple but effective play on words makes the topic of skin health visible and gets to the heart of the matter with pointed headlines such as "Competent advice for skin" or "Quick help for skin". The aim is to position the pharmacy as an uncomplicated and professionally strong point of contact.

The campaign is aimed at the broad Swiss population, which is to be addressed with eye-catching POS material in pharmacies and accompanying measures on TV, (D)OOH, social media, online banners and a comprehensive information website.

Visually, the campaign builds on the communication platform that has been in use for over six years. It carries the central message consistently through all channels: The pharmacy - the direct route to recovery.

Responsible at Verein Bündnis GFH: Dunja Anken, (Campaign Management), Marc Anken (Campaign Management). Responsible at Andfrank: Amelie Teufel (Consultant), Kathrin Summerauer (Managing Director), Katharina Eugster (Art Direction & Animation), Vivian Darges (Art Direction), Michaela Blatter (Graphic Design), Samir Kurtisov (Polygraph), Ramon Alder (Creative Direction), Jaqueline Kramer (Media Planning) DubDub Studios (Sound Studio).

The Fynest Agency, which specializes in conversion optimization and digital brand management, is bringing Kerstin Ohrndorf on board as a cooperation partner. The collaboration starts immediately and focuses on supporting organizations through complex change processes.

Ohrndorf has many years of experience in the field of transformation communication and attaches particular importance to clear and credible communication that provides orientation for managers and organizations in phases of change.

With the new partnership, Fynest aims to expand its service portfolio in a targeted manner. "In an environment in which change is becoming a constant, it is no longer enough to simply manage communication reactively," explains Uwe Seebacher, Co-Founder of Fynest International. The agency is already focusing on data-based, forward-looking communication, Seebacher continues: "Both with regard to target groups and highly dynamic subject areas that are typical of transformation processes. This is precisely where Kerstin brings enormous strength as a systemic communications consultant: she knows how to combine this forward-looking perspective with cultural and organizational depth of focus, especially in dynamic areas such as transformation."

As part of the cooperation, Ohrndorf is available for individual transformation coaching, strategic sparring and the development of communication solutions in change processes.

Swiss Ice Hockey is filling a new key role on the Executive Board: Monika Reinhard will take up the position of Director Digital Transformation & Strategic Communication in September 2025. The 41-year-old has worked for the Champions Hockey League CHL since 2015, including as Communication & Digital Media Director and most recently as Chief Operating Officer.

With a Bachelor's degree in journalism and communication and an Executive MBA in digital transformation, Reinhard has proven expertise in communication, digitalization and sports management. In her new role, she will help shape the digital and strategic development of the association. The focus will be on expanding digital platforms to strengthen fan loyalty and implementing Swiss Ice Hockey's digital strategy. Reinhard will also continue to develop the IT infrastructure and work on an integrated communications strategy together with the Head of Communications, Finn Sulzer.

SIHF CEO Martin Baumann underlines the importance of the new role: "With Monika Reinhard, we are gaining an experienced personality with an international perspective and sound know-how in the areas of digitalization and communication. She will play a central role in making Swiss Ice Hockey strategically and digitally fit for the future."