Tamedia launches image campaign: "Polyphonic instead of monotonous"
With a new image campaign, Tamedia is emphasizing the common foundation of values of its four core brands «Tages-Anzeiger», «Basler Zeitung», «Berner Zeitung» and «24 heures». Under the claim «Polyphonic instead of monotonous», Tamedia is emphasizing the importance of an open, balanced media landscape: independence and diversity belong together and form the basis for credible quality journalism. The campaign will be launched at the beginning of December in German-speaking and French-speaking Switzerland.
What values unite Tamedia's four core brands? It is diversity of opinion and balance, independence and innovation that produce the quality journalism that the Tamedia media house strives for with its products. And yet each title should have its own identity. With a new image campaign, Tamedia is focusing on this foundation of values and at the same time emphasizing the regional identity of the titles: "Polyphonic instead of monotonous" is the new claim which, together with individual, regional statements, conveys Tamedia's journalistic claim.
"With 'Polyphonic instead of monotonous', we are showing what our titles stand for together: independent, balanced quality journalism that provides orientation and promotes the free formation of opinion," explains CEO Jessica Peppel-Schulz - and continues: "The campaign unites our strong regional brands. Our readers experience a diversity of voices every day - surprising, perceptive, profound and sometimes humorous. We stand for balance, supported by independent research and regional expertise."
Simon Bärtschi, Head of Journalism at Tamedia, comments: "Our editorial teams are not only concerned with the quality criteria of relevance, balance and diversity when discussing and creating articles. Our foundation of values is continuously validated in daily reviews, in selected editorial groups and in annual quality monitoring with external experts."
The campaign was implemented in collaboration with the Fraser agency in Zurich. The creative agency is very familiar with the Swiss media market and has the creative flair to bring Tamedia's high journalistic standards to life through memorable, accurate communication.
