Bold launches branding campaign for Swiss hiking trails

Every year, more than four million hikers use the Swiss network of hiking trails. But who actually makes the hiking trails that make these experiences possible? Swiss Hiking Trails, the national hiking authority, explains in its campaign: "People can enjoy their hiking excursions without any worries, and we are committed to providing the necessary infrastructure and everything else related to hiking," explains Andrea Boillat, Head of Marketing and Communications at the umbrella organization.

Over 90 percent of the Swiss population is familiar with the yellow signposts. However, only 10 percent know who takes care of them. Since 1934, the Swiss Hiking Association with its 26 cantonal hiking trail organizations has been responsible for the signalization of the hiking trail network. "Many people are not aware that the existence of hiking trails and their signalization are not simply a 'public service'," Andrea Boillat gives as food for thought. To raise awareness among hikers, Swiss Hiking Trails is launching a national branding campaign.

Clear message, impressive images

The Bern-based agency Bold, with which the association has been working for several years, is responsible for the campaign concept.

The subjects show hiking trail users in Swiss landscapes. They experience versatile hiking adventures and do not have to worry about the hiking trail infrastructure, because the Swiss Hiking Trail Association does everything for the trails.

The campaign focuses on large image formats with reduced but concise text elements. The distribution focuses on public transport and online channels. The images will be published as an animated version on rail e-boards in highly frequented train stations in the largest cities in German, western and Italian-speaking Switzerland and as a static version on rail posters in trains.

The measures also include an online ad campaign. The Swiss Hiking Trails are relying on playable ads, among other things, which the Brame company has been contracted to implement. Communication channels of association partners complete the package of measures. Interesting information and a hiking game with prizes tailored to the campaign can be found at the Campaign landing page.

Versatile range of tasks

The Swiss Hiking Trail Association is mandated by the Federal Roads Office to support the cantons in the planning, construction and maintenance of hiking trails. "While implementation is the responsibility of the cantons, we coordinate at the national level," explains Andrea Boillat.

The cantons often pass on their tasks to the municipalities or to the cantonal hiking trail organizations. The latter, in turn, are part of the Swiss Hiking Trail Association. "In many of the cantonal hiking trail organizations, volunteers take on the task of installing and maintaining the hiking trail signs. Sometimes they also carry out simple maintenance work," Boillat continues.

Furthermore, Swiss Hiking Routes develops technical bases, working aids and training material for those responsible in the cantons and supports them in the management of geodata. Providing information on hiking in Switzerland and raising awareness and inspiring hikers are also among the association's tasks. In addition, Swiss Hiking Trails advocates for the concerns of hikers at the political level.

Responsible for Swiss Hiking Trails: Andrea Boillat (Campaign Project Management, Head of Marketing and Communication. Concept, graphic realization: Bold. Media planning: Twmedia. Game, Playable Ads: Brame.