Why do patients have to wait in the emergency center even though they were there first? How does the triage system work? An animated explanatory video by Videodesign for the Kantonsspital Baselland addresses the often misunderstood triage system, which determines the order of treatment according to urgency - and not the time of arrival.

The video explains to patients why more serious cases have priority and how waiting times can occur. The aim is to promote understanding of the process and minimize potential dissatisfaction.

The video is used on the screens in the waiting areas of the emergency wards as well as on the KSBL website. It makes a valuable contribution to communication between the emergency teams and patients.

Responsible at KSBL: Astrid (Deputy Head of Marketing). Responsible for video design: Tamara + Lorena (Project Management), Reiza (Illustration), Surya (Animation), Graziana (Key Account Management).

The postulants from the SP and the Greens stated that the information provided by the city - for example on municipal votes - does not reach everyone today.

The city must strive to communicate even more inclusively, said Anna-Béatrice Schmaltz (Greens). People with a mental impairment, reading difficulties or with a non-German first language also need to understand the information in order to be able to contribute. More measures are therefore needed to "improve the accessibility, clarity, comprehensibility and legibility of official communication", added Leah Heuri (SP).

Only the SVP spoke out against the postulate: Samuel Balsiger said that the proposal was a left-wing culture war. "That's not necessary." However, a clear majority deemed the proposal worthy of consideration and referred it to the city council. (SDA/swi)

m&k: Gesa Lischka, neuromarketing combines two fascinating disciplines - neuroscience and marketing. What inspired you personally to bring these two fields together and build a career in this area?

As a cultural and media scientist, I have always been interested in how people make decisions - not only consciously, but also unconsciously. I find it particularly fascinating how colors, shapes, codes and language work on a subtle, unconscious level and influence decisions without us noticing it directly.

Where did your journey into neuromarketing begin?

On a boat in New York. After a successful conference, Prof. Dr. Bernd Weber and I found ourselves on a relaxing cruise around Manhattan Island. During this trip, we decided to pool our expertise and carry out studies and projects together. We quickly realized that our collaboration could yield valuable insights. This work has been a steep learning curve for me. I have attended countless conferences, studied scientific papers and given my own presentations on our experiences. One of the biggest challenges is that while there is a lot of talk about findings, few actually put the research results into practice. This is exactly what I am trying to change with our team at Kochstrasse.

How do you implement this?

With a team of over 70 creative and strategic minds and national and international clients, some of whom we have had relationships with for decades, I have the opportunity not only to understand scientific findings but also to put them into practice. I often see myself as a kind of translator between science and practice, making sure that groundbreaking research findings don't just remain in theory, but also have a tangible impact in the real world.

How can companies use neuromarketing to better understand and address their customers?

Based on neuroscientific findings, we can make statements about the unconscious drivers behind purchasing decisions and use these specifically in design and brand communication. When relaunching a major travel brand, for example, we were able to immediately increase the brand's appeal and willingness to pay just by slightly changing the color and type of the logo.

Neuromarketing is still a relatively new and complex topic for many. What simple principles or techniques could companies apply immediately to improve their marketing strategies?

There are many heuristics and biases* that people unconsciously apply when making purchasing decisions, for example the availability heuristic, where people make judgments based on the ease with which they can think of relevant examples, or the confirmation bias, where people tend to look for or interpret information that confirms their existing beliefs. These heuristics and biases are a good and low-threshold starting point without the need to use complex technologies.

In an increasingly digital world, consumers are constantly exposed to new stimuli. How can neuromarketing help a brand stand out from this flood of information and be remembered?

Through neuromarketing, we have gained a deep understanding of how processes take place in the brain - what the brain takes in and how it processes this information. We use this knowledge to develop campaign strategies that are precisely tailored to these neuronal mechanisms. While creatives and designers often used to rely on their gut feeling to design successful campaigns, we can now make well-founded and data-based design decisions thanks to neuroscientific findings.

Your presentation at Woohw! will certainly also deal with the ethical aspects of neuromarketing. How can companies ensure that they use this powerful tool responsibly and transparently?

This is a central point in our work. Despite all the technological possibilities and fascinating insights into the human brain, we must never lose sight of the human being. We strive to use our findings responsibly and strictly adhere to ethical standards. Our aim is to develop marketing measures that support and enrich people rather than manipulate them. This also means that we are constantly reflecting and developing our methods to ensure that people and their needs are always at the center. As an agency, we have a very clear position here: Enter tomorrow. Brave and safe. That is our promise. To our clients and to the society in which we live.

Neuromarketing expert Gesa Lischka will be appearing at the Woohw! event in Zurich on September 19. If you would like to find out more about the event online all information. As a media partner, m&k will be reporting on the event in detail.

* On the website Kochstrasse.agency/neuro/ the agency has listed 100 neuroinsights free of charge and explained how they can be applied to everyday marketing.

PR and positive communication expert Claudia Gabler complements the team around organizational and MarKom strategist Dr. Uwe Seebacher and e-commerce, sales and cyber expert Bernd Trummer with her communicative expertise. This will create a unique synergy for clients that encompasses organizational, communication and tech expertise.

"We are delighted to have Claudia Gabler on board, a proven communications expert with a strong network in Switzerland. The mix of PR and communications expertise combined with technical knowledge, conceptual marketing, sales, AI and organizational development offers our customers unique added value," says co-founder Uwe Seebacher.

"Friendship turned into business. I have been watching the team with great enthusiasm for some time now. Together, we can offer our customers everything from AI to marketing, communication and sales from a single source across all countries. What's more, working with the Fynest experts is a lot of fun," emphasizes Claudia Gabler.

"As an Agency-as-a-Service (AaaS), we want to make our customers happy in all MarCom disciplines. In Claudia Gabler, we have found the ideal person to achieve this goal. Our first joint and enthusiastic customers confirm that we are on the right track. We look forward to advancing many more companies with our overall MarCom and sales approach and making them even more successful," explains Bernd Trummer, Managing Director at Fynest International.

52 percent of the PR professionals surveyed stated that they only occasionally use gender language or gender-sensitive language in their professional communication. Only just over a quarter (28 percent) use gender consistently. This contrasts with 5 percent who do not yet use gender at all and 13 percent who do not plan to do so in the future. 2 percent of respondents stated that they would revert to non-gender-inclusive language in their communication.

Relevance recognized

However, the results also show that almost half (49%) attribute relevance to gender in communication and consider it to be very important or somewhat important. On the other hand, just over a third (35%) rate gender in external and internal communication as rather unimportant or completely unimportant. In turn, 15 percent of respondents have a neutral attitude: for them, gender-sensitive communication is neither important nor unimportant.

Companies set explicit guidelines

It is striking that significantly more than half of the companies and PR agencies surveyed (59%) already have explicit guidelines for gender-sensitive communication. This still contrasts with 40 percent who have no guidelines for gender-sensitive language in the company.

The pros and cons of gender-appropriate language

Looking at the pros and cons in detail, the reasons for not using gender language and, on the other hand, for using it can be attributed to both internal and external influences.

Those who do not use gender language cite the difficulty of reading texts as the main reason (69%). Other reasons include a lack of conviction on the part of those responsible for communication (45%) and management (42%). Companies also refrain from using gender language because they fear reservations on the part of employees (41%) or customers (36%). A further 16 percent avoid gender language because there are no clear guidelines in the company and 8 percent lack the time to deal with the topic appropriately.

Fear of an increased need for internal coordination or failed test runs, on the other hand, are less likely to lead to the abandonment of gender language (5 percent each). Respondents were even less likely to cite a lack of knowledge about gender-sensitive language (3 percent) or a public shitstorm (2 percent) as reasons for not using gender.

Those who consciously use gender language in communication do so mainly to reflect their corporate values (46%) or because they see an advantage in addressing different target groups (43%). In each case, 35 percent cite the conviction of those responsible for communication or social expectations as reasons. Many PR professionals also see advantages in gender-sensitive language for the image and reputation of the company (33%) and for employer branding (32%). Clear guidelines within the company and the expectations of employees (30 percent each) and customers (23 percent) also play a role. At 27%, management conviction is also in the bottom third of motives.

Results in detail

Do you use gender-neutral and/or gender-sensitive communication in your external and internal communications?

• Yes, throughout 28%
• Yes, partially 52%
• No, not yet 5%
• No, not planned for the future either 13%
• No, not in the future 2%

How important is gender language or gender-sensitive language in your view?

• Very important 17%
• Rather important 32%
• Neither 15%
• Rather unimportant 13%
• Completely unimportant 22%
• Don't know 1%

Does your company have explicit guidelines on gender-sensitive language?

• Yes 59%
• No 40%
• Don't know 1%

Why does your company refrain from using gender language or gender-sensitive language? (multiple answers possible)

• Readability of texts is made more difficult 69%
• Does not correspond to the conviction of those responsible for communication 45%
• Does not correspond to the management's conviction 42%
• Employees refuse to 41%
• Customers reject it 36%
• There are no clear guidelines in the company 16%
• There is not enough time to deal with the topic 8%
• Internal coordination requirements increase significantly 5%
• Test run was not successful 5%
• Lack of knowledge about gender language or gender-sensitive language 3%
• Fear of a public shitstorm 2%
• Don't know 3%

Why does your company use gender language or gender-sensitive language? (multiple answers possible)

• Corresponds to the company values 46%
• It pays to address different target groups 43%
• Corresponds to the conviction of those responsible for communication 35%
• Company expects it 35%
• It pays off in terms of the company's image and reputation 33%
• It pays for employer branding 32%
• There are clear guidelines for this in the company 30%
• Employees expect it 30%
• Consistent with management's convictions 27%
• Customers expect it 23%
• Do not know 4%

For the PR Trend Monitor News Aktuell and Per conducted an online survey in February 2024 among 327 communications professionals from companies, organizations and PR agencies in Switzerland and Germany.

Being transported to another world for a brief moment. One that inspires, motivates, evokes emotions of all kinds, can leave you both elated and saddened to death - that is the magic of events. Creating an illusion that makes the audience forget reality for a moment was also the inspiration behind this year's XAVER motto: "Bienvenue au Cirque d'Illusion".

"Creativity, charisma and innovation - these are the hallmarks of a good XAVER project. Once again this year, we were able to evaluate numerous submissions that meet these criteria and thus capture all the brilliance and talent of the industry," says jury president Dany Waldner.

Gold for Symbiotopia: Winner of the hearts and the XAVER Award

Symbiotopia, an award-winning installation in the new pediatric psychiatry building of the University Hospital of Geneva, won gold at the XAVER Awards in the category "Best Brandworlds & Temporary Installations and Exhibitions". Developed by Dorier SA for the Hôpitaux universitaires de Genève, Symbiotopia uses a combination of therapeutic spaces and innovative gamification to reduce the stigmatization of psychiatric care for young people. The installation creates a vibrant space that actively engages children, their families and the community and promotes a new understanding. "Symbiotopia has found an answer to the complex question of destigmatization - it deserves a XAVER," said the jury.

Gold for the Lenzerheide Magic Forest: a magical winter experience

The Lenzerheide Magic Forest, which won gold in the "Best Public Event" category, has been delighting visitors with its unique mix of live concerts, light art, culinary delights and children's programs since 2013. Every year, a magical world is created in the wintry forest of Lenzerheide, enchanting thousands of people during the Christmas season. "Despite the icy cold, the Lenzerheide Magic Forest always brings to life a fairytale landscape full of creativity and diversity," says jury member Nadine Imboden.

Lifetime Achievement XAVER Award for Rémy Crégut: A life for culture

Rémy Crégut, long-time director of the Montreux Music & Convention Center 2m2c, receives this year's Lifetime Achievement XAVER Award. Over the past 19 years, the 64-year-old has shaped iconic events such as the Montreux Jazz Festival and the Montreux Comedy Festival and helped the Montreux brand achieve international fame. Crégut is regarded as one of the key players who put Switzerland on the world cultural stage. Even today, Montreux is celebrated in music circles in England and the USA as a "safe space" that has always placed art above commerce. A detailed portrait of the winner can be found on the XAVER Award website.

Project wins public online voting

Holding your own against the two popular sports of football and ice hockey is anything but easy. However, this year's floorball Superfinal 2024 (agency: evenjo ag | client: Swiss Unihockey) impressively demonstrated that this is exactly what is possible with a successful live production. Around 9,000 people in the stadium and 139,000 viewers watching on their screens witnessed the showpiece of the Swiss floorball club championship live and, in particular, the superbly staged intro show. "When a sport that is not football or something similar captivates almost 150,000 people - it definitely deserves the public's adulation," concludes jury president Kern. Second and third place in the audience award went to Winterland Locarno (enjoyArena SA) and the gold award winner Zauberwald Lenzerheide.

An evening full of glitz, glamor and GV: XAVER Award inspires

The XAVER Award attracted around 700 guests to the JED Events in Zurich, hosted by Swiss drag queen Gossipa. Christian Künzli, President of the Swiss LiveCom Association, was delighted: "The XAVER has been showing what our industry can do for 22 years." The General Assembly of the Swiss LiveCom Association before the award ceremony offered insights into upcoming highlights, including the Eurovision Song Contest 2025 in Basel, presented by Edi Estermann (SRG). In addition, the new Managing Director Martin Troxler was presented and projects on sustainability and promoting young talent were highlighted.

Xaver Award moves to Bern: a step towards French-speaking Switzerland

For 30 years, the Sport Forum Switzerland has been shaping the discussion about the future of sport. The anniversary edition in Lucerne offers a comprehensive overview of the current trends and challenges in the industry with panels, presentations and discussions. Whether top-class sport, popular sport, sponsorship or new technologies - the congress brings the key topics to the stage.

One of the highlights will be the presentation of the three candidates for the Swiss Olympic presidency, who will outline their visions for the future of Swiss sport. The focus will also be on the possible Olympic bid for 2038 and the question of how major events can be organized sustainably.

Data-driven decisions, innovative technologies and best-practice examples are the focus when experts shed light on the latest developments in sponsorship and performance marketing. With exciting insights into how the digital dashboard from Media Focus contributes to measuring success, the forum will show how data-based approaches support sponsors and brands in their decision-making.

Women's sport is experiencing an upswing worldwide, and Switzerland is at the center of this development. In the context of the upcoming Women's EURO 2025 and other major sporting events, the experts shed light on the impact on women's football, sponsorship and the sustainable promotion of women's sport.

Tourism is also benefiting from new technologies: from personalized route suggestions for cycling fans to AI-supported offers that increase the attractiveness of destinations. Experts such as Nathalie Schneitter provide exclusive insights into sustainable tourism projects that combine sport and the environment.

In addition to exciting presentations, the ESB Sports Night offers the opportunity to network and exchange ideas in an exclusive atmosphere. A high-caliber line-up, including prominent athletes, former top athletes and industry representatives, make the Sport Forum Switzerland a must for all decision-makers and sports enthusiasts. Click here for the program.

The new Spicy McCrispy from McDonald's is not only a culinary highlight, but also the star of an innovative advertising campaign. To raise awareness of the fiery burger in Switzerland, the ad tech start-up C Wire and the media agency OMD Switzerland developed an interactive, game-based advertising format that was played out on the leading Swiss news websites.

The idea behind the innovative campaign: users should discover the new burger in a playful way. At the heart of the advertising format is the click game "Grab the chili!": To find out more about the Spicy McCrispy, users have to click on the chili pepper at lightning speed between different types of vegetables.

Playfully attracting more attention and interaction

The campaign, inspired by the gaming world, ran on Switzerland's best-known news platforms and met with a great response from readers. The interactive advertising format showed significant success and impressive KPIs that prove the positive impact of the campaign: With a share of screen of 90%, a very high level of attention was achieved, while the engagement rate measured by games started was 1,36%. Users actively engaged with the advertising message for an average of 10 seconds. Brand Metrics also determined a brand lift of 11% in terms of awareness of Spicy McCrispy.

Alexander Schmitt, Managing Director OMD Switzerland, is enthusiastic: "Thanks to C Wire's gamified advertising and AI-optimized environment planning, we are addressing our target group in a personal and attention-grabbing way. This is unique and works without cookies."

Brand safety and precise playout thanks to AI matching

Contextual AI matching ensures that the campaign is only integrated into relevant articles that match the brand. This leads to increased attention, engagement and landing page KPIs. Martin Garling, Managing Director at C Wire, explains further: "We do not deliver in a negative news environment. We stand for maximum brand safety." Thanks to C Wire's characteristic cookieless delivery, the creative is played out on a large scale and with a wide reach, regardless of the user's cookie and browser preferences, and only on Swiss premium websites. Another advantage of the format: gamification campaigns promote interaction with users, stand out from the advertising monotony and are memorable. "Gamified advertising campaigns are particularly suitable over the summer with the European Football Championships, the Olympic Games and numerous festivals," says Garling

This series of 3 one-minute films, animated by Aurélien Malagoli, introduces viewers to three fascinating research projects presented in an accessible and engaging way through creative animation and a thoughtful script.

Since 2018, the Swiss Animation Industry Award - SAIA for short - has been presented in collaboration with the Swissfilm Association for the best commissioned animated film. The winners also receive a nomination for the Edi Award.

The festival jury praised the film, saying, "This year's top award goes to a spot that shows creative excellence in every way. With compelling storytelling and writing, dazzling narration, refreshing humor and admirable mixed-media art direction, every detail - from the rich graphics to the playful animation to the sound design - has been carefully crafted. Above all, the originality of the concept and the innovative approach to the theme make this work truly outstanding. It not only fulfills the brief, but is also very entertaining."

Successful scientific popularization

Imaginastudio has succeeded in popularizing science in an entertaining way by dealing with complex topics such as coexistence in urban areas, the overprescription of medicines or the life of bacteria. The narrative voice of Lucas Thorens, presenter at RTS, known for programs such as "Pentagruel" and "Dis, pourquoi ?", brings additional humor and pedagogy to the film.

This award confirms the talent of Imaginastudio and its expertise in the production of high-quality animated films. It also underlines the importance of scientific popularization and the use of animation as an effective means of communication. This success is a great recognition for the entire Imaginastudio team and for UNIL. It puts the spotlight on the creativity and dynamism of the animation scene in French-speaking Switzerland.

Imaginastudio has mastered the art of telling stories through images. Since 2007, the team of around ten creatives has been designing tailor-made films, ranging from award-winning short films to effective advertising campaigns. Based in Lausanne, the studio has established itself at the intersection of communication and film in the Swiss audiovisual landscape, offering creative and compelling content for an increasingly discerning audience. Their work has been recognized at prestigious festivals and events such as the GRAND Prix de la création romande, the Meilleurs de la Pub as well as in the film world at the Swiss Film Awards and even the César.

In the age of AI, real experiences continue to gain in importance. Personal events that will be remembered require not only creative ideas, but also perfect planning. This is exactly where Blasto comes in: With its combination of tradition, a sense of style and modern online technology, it makes it easier to organize events - from small family celebrations to large corporate events.

New online inquiry tool: Simple, fast and individual

One highlight of the new website is the user-friendly online inquiry tool, which enables intuitive planning. Users can filter specifically for rental furniture, view suitable combination suggestions and compile their wish list with just a few clicks. A special feature is the personal login area, where event projects can be managed and customized.

With the new platform, Blasto not only offers modern technology, but also tailor-made solutions for every event. Whether chairs, tables, lighting or tents - everything can be selected and combined online according to color and functionality.

"Our new website reflects our commitment to innovation and customer satisfaction," says Rosanna Lopomo, Managing Director of Blasto AG. "We want to offer our customers not only the best products, but also a platform that allows them to plan their events efficiently and stress-free."

Blasto AG, which is based in Rapperswil-Jona (SG) and has another branch in Pratteln (BL), has been in the market for the leading provider of rental tents and rental furniture in Switzerland for over 40 years. The company stands for for quality, flexibility and exceptional customer service. 

Between July and September 2024, 18 posts for the influencer campaign "Gatorade fuels you forward" on Instagram and TikTok reached a total of 1.5 million video views.

To show the diversity of Gatorade, the House of Influence agency chose influencers from a total of seven different sports: tennis, dance, cheerleading, kick-boxing, swimming, athletics and football. This allowed a broad target group to be reached. But there was also a collaboration among the influencers. The 6-time kick-boxing world champion @janoschnietlispach and the tennis player @served.by.dave show each other their sports and train together.

The most exciting sporting moment of the campaign: @noamyaron_ from western Switzerland planned to be the first person to swim the 180-kilometre distance from Calvi in Corsica to Monaco without any support. He would have swum continuously for 60 hours. He set off from the port of Calvi on August 24. However, he had to abandon his attempt after 100 kilometers due to unexpected currents and headwinds.

Under the claim "Gatorade fuels you forward", all eight influencers showcased their personal top performances and goals. Athletics athlete @caroline.agnou gave an insight into her daily training. Cheerleader and runner @tonimacaroniii shared her preparations for her first half marathon and a day at cheerleading camp in Barcelona, while footballer @elenirittmann gave her community an insight into her training session.

"The activities of our influencers in various sports illustrate in an authentic, individual way how Gatorade can support athletes as an optimal training companion and help them to reach their full performance potential. Gatorade is not just a drink, it provides the body with the perfect amount of minerals, carbohydrates and fluids that you lose through sweating during training," explains Nicole Brunner, Brand Manager of Gatorade. The Reels and TikToks achieved a total of 1.5 million video views during the campaign period.

Responsible at House of Influence: Tanja Herrmann (overall responsibility and strategy), Athina Sommer (project management support)
Responsible at Gatorade: Nicole Brunner (Brand Manager Gatorade, Aproz Sources Minérales), Celin Meyer, Carmen Habermann (Social Media, Davies Meyer)

Founded in 2017, the Swiss influencer marketing consulting agency is based in Zurich's Seefeld district. The multilingual team advises clients on their influencer projects and builds their own pools of content creators to suit their industry, language and goals. From strategy and conception to selection, fee and contract negotiations, campaign management and customized reporting and workshops, the agency offers all influencer marketing services from a single source. In addition to the campaigns that WebStages implements for clients such as Migros, Helvetia, SWISS and Mercedes-Benz, WebStages is now also the organizer of two conferences. The largest social media marketing conference in Switzerland: the Social Media Summit, which will take place again in Engelberg on November 6 and 7, 2024. And the first Swiss AI marketing conference: the AI in Marketing Conference on March 27, 2025 at The Circle in Zurich.

m&k: Mr. Vasic, I'd like to start with a personal question: you have had an impressive career at Swiss - what do you think? We have already written about this. When we last spoke, the pandemic was "raging" and the airline had to suspend a large part of its marketing activities. All its communication was focused on "safety". How did you experience the months - the years - of the pandemic as a former flight attendant and current SWISS Head of Marketing; what do you remember in particular?

Stefan Vasic: Looking back, this was an extremely challenging and, in many respects, emotionally stressful time. As a globally operating airline, we were forced to constantly adapt our communications to the ever-changing conditions. During this phase, our marketing was completely focused on providing information to our customers. Instead of large campaigns, social media activities and events, the focus was on dealing with the various requirements of health authorities around the world. Our primary goal was to ensure that our guests always receive the information relevant to them and feel safe and in good hands on board our aircraft. As the pandemic subsided and we gradually returned to normality, our core business in marketing was able to return to center stage, which was a source of great joy for my employees. The emotional strain resulted in particular from the uncertainty of how things would continue. Even though I personally didn't know exactly how the situation would develop, I always believed that things would continue. I tried to pass on this confidence and positive attitude to my team. After the initial downsizing of the marketing department, we gradually began to rebuild it in small steps. This process required a high level of motivation, leadership skills, clear communication and, last but not least, a lot of energy. Looking back, I would say that we have succeeded impressively in rebuilding the department, as we are performing better than ever in terms of both quality and quantity. I am extremely proud to lead such a dedicated team and would like to take this opportunity to thank all Swiss Marketing employees for their tireless efforts and enormous commitment. Without them, we would not be where we are today.

Now people are traveling again, you have a new agency - you have switched from Publicis to Thjnk Zurich - and while "safety" is and remains important, new narratives are taking hold: What were the strategic considerations behind the decision to choose the new claim "Swiss all the way"?

In recent years, people have changed the way they look at many things in life. This affects areas such as work and leisure, nutrition, but also travel. More is expected. Not only on board, but also in everything before and after. "Swiss all the way" takes this development into account by extending our quality promise to the entire customer journey - from booking in the app, to the warm welcome at check-in, the Swiss Schöggeli, the extra mile of our cabin crews, to the "Uf Wiederluege" at the destination - our guests can expect superior Swiss service quality at every point of the journey.

What were the key factors that led to establishing this slogan as an expression of Swiss' brand identity - was the pandemic one of them?

Of course, the pandemic was ultimately a turning point for the entire airline industry. In addition to the aforementioned considerations, we have used this time as an opportunity in terms of corporate strategy to sharpen our brand identity and highlight a differentiating factor that is deeply rooted in our DNA: our role as a host that wants to offer all passengers a comfortable and high-quality travel experience - attentive to detail, warm in our dealings and authentic in our appearance. This emphasis on interpersonal relationships is certainly a factor influenced by the pandemic. After all, we have all sharpened our senses in recent years for what is really important.

The spelling of "Swiss all the way" is special - the distances are of course intentional, symbolizing for me as an outsider the path, the stations along which the "Swiss-ness" becomes tangible. But aren't you worried that you've built in a "reading brake"? 

No, quite the opposite! This is a brake on over-reading and underpins our claim to do one or two things differently from our competitors.

The campaign relies heavily on emotional and cinematic imagery. Which target group is it aimed at in particular, and what reactions are you hoping for from customers?

With our campaign, we want to inspire people, remind them of the magic that flying still exudes and appeal to all those who know that good travel is not just defined by the number of films in the entertainment system or gold applications in the cabin interior. It is the countless little moments between crew and guests, the warmth, the feeling of being at home above the clouds - or in our lounges, for example. And that in all travel classes, from Swiss Economy to Swiss First.