"Swisstainable on the road": broad advertising campaign for the sustainability program

Switzerland proves that vacations are also possible with a clear conscience. Real sustainability has been practiced here for years - but many people don't know that. With "Swisstainable," the Swiss tourism industry has made it its goal to change this. Swisstainable was developed in 2021 by Switzerland Tourism together with the Lucerne University of Applied Sciences and Arts and the Swiss tourism sector as a sustainability program "by the industry for the industry". Swisstainable means traveling more consciously and enjoyably, staying longer and immersing oneself more deeply in Switzerland.

This is made possible by tourism businesses such as hotels, restaurants and transport partners who are committed to sustainable further development. And together with Switzerland Tourism, they are committed to the Swisstainable program. Starting this summer, a broad advertising campaign will raise awareness of the sustainability program. The Bern-based agency Bold is responsible for the comprehensive strategy, conception and implementation of the communicative appearance. The awareness campaign of Switzerland Tourism and SBB informs and encourages to discover the vacation country Switzerland by train in a sustainable way.

Kick-off with big public event and locomotive christening

In an elaborate production, the film was shot for over a week at various destinations in Switzerland. The resulting key visuals, films and animations were realized in-house by Bold in postproduction.

The DOOH, print, TV and online advertising media are in use throughout Switzerland. The campaign kicked off with a public event at Zurich station on May 31, at which the new Swisstainable locomotive was inaugurated with godmother and Switzerland Tourism ambassador Michelle Hunziker, Martin Nydegger, Director of Switzerland Tourism, and Véronique Stephan, Head of Market Passenger Transport SBB. Further measures will follow from June, with a specific offer campaign by SBB and Switzerland Tourism rounding off the 360° campaign.

Survey shows how sustainably Swiss plan vacations

To find out how sustainable the upcoming summer vacations in Switzerland will be, Switzerland Tourism conducted a representative survey. It showed: 43 percent of locals are planning their summer vacations in their own country. Of these, just under half intend to take the train. That makes 19 percent of all Swiss respondents who are already firmly planning to spend their vacations in Switzerland and take the train to do so. To increase this proportion, the Swiss population needs good reasons and more incentives. The sustainability campaign "Swisstainable on the Road" is designed to help with this - including numerous bookable packages, including free travel by train.

Responsible creative agency and production management: BOLD INC. Responsibility Switzerland Tourism: André Hefti (CMO). Campaigning: Martin Pally, Priska Renold, Anja Müller. Market CH: Yamuna Betschart. Media Distribution: Dominic Stöcklin, Natalie Schönbächler, Marie Jaquet, Monika Häfliger. Swisstainable Program & Industry Activation: Helena Videtic, Annika Grünig. Product Development & Partnerships: Rahel Ammon, Anina Sonderegger, Adrian Müller, Daniela Wüschner. Content: Samantha Scheuch, Anja Liebe. Corporate Communication: Markus Berger, Liên Burkard, Véronique Kanel. Live Communication: Ariane Schönbächler, Tamara Hagen, Lars Imhof. Productions: Claudia Brugger, Andrea Jenzer, Nadine Ackermann, Matyas Fabian, André Meier. Business Intelligence: Christian Huser
Responsibility SBB: Matthias Bütler (Head of Market Development), Sandro Borelli (Head of Marketing), Tobias Lehr (Head of Strategic Marketing), Jonas Walter (Marketing Communications Manager), and many more. Production: dominikbaur.com, Dominik Baur (Executive Producer, Co-Director, Photographer) & Adina Zwahlen (Producer), Inbound, Niels Epting (DOP) & Ricardo Perret. (Drone), Patrik Rohner (Image Editing), Makeup Partner, Gabriela Wassmer & Daniela Hufschmid (Styling).