Creative concept created @Switzerland Tourism, 2025
Rising tourism numbers and increasing tensions between locals and visitors have created a need for proactive communication. «Be a Bünzli – Travel the Swiss Way» redefines the traditional Bünzli mindset in a positive way, inviting visitors to become part of what makes Switzerland so special: its well-organised, clean, and welcoming environment.
Challenges: Key challenges included defining a message that resonates across diverse cultural audiences, balancing seriousness, warmth, and humor without becoming preachy or trivial, aligning with partner expectations, and working within limited financial and human resources.
Goals: The project aims to raise awareness among guests and the local population, prevent misunderstandings, and foster mutual acceptance and harmony between visitors and locals. It also seeks to demonstrate to media, residents, and the tourism industry that the topic is being taken seriously, using a creative and approachable tone.
Solution: «Be a Bünzli – Travel the Swiss Way» redefines the traditional Bünzli mindset in a positive way, inviting visitors to become part of what makes Switzerland so special: its well-organised, clean, and welcoming environment. Instead of experiencing rules as restrictive, guests are encouraged to see them as part of a shared cultural identity that connects locals and visitors alike. Multiple ambassadors are used to address different target groups and communicate Swiss values in a humorous, accessible, and identity-building way across various touchpoints.
Note: The project visualises one strategic direction. It has not been executed one-to-one.
