Tamedia launches broad-based brand campaign with FRASER of Switzerland
Dec 1, 2025
Tamedia, one the leading Swiss media companies, has appointed FRASER of Switzerland as its new agency partner for a comprehensive awareness campaign for its four core brands: Tages-Anzeiger, Basler Zeitung, Berner Zeitung, and 24 heures. The campaign aims to further raise Tamedia’s profile as Switzerland’s leading quality media company.
The communication campaign with the slogan “Vielstimmig statt eintönig” focuses on Tamedia’s values of balanced, high-quality journalism that highlights different perspectives and stands for diversity of opinion, while also showcasing the individual identity of the titles within the group.
“With ‘Vielstimmig statt eintönig’ we are showing what our titles stand for: independent, reliable quality journalism that provides guidance and promotes the free formation of opinion,” explains CEO Jessica Peppel-Schulz, adding: “The campaign connects our strong regional brands. Every day, our readers experience diversity of opinion — surprising, astute, profound, and sometimes humorous. We stand for balance, supported by independent research and regional expertise.”
Benjamin Baumann (founder of FRASER) is also delighted about the collaboration: “We are proud to have Tamedia as a client in Switzerland, following on from UBS. The long-standing tradition and strength of the Tamedia brands are an excellent fit for us. For FRASER of Switzerland, this campaign mandate is a significant step in our ongoing development in Switzerland.”
Lea Zaydowicz (Account Director, FRASER of Switzerland) adds: “From the very beginning, our collaboration was based on partnership and courage, just like the campaign itself. Tamedia thrives on diversity. Four brands, four regions, one common stance: diversity instead of monotony. That’s exactly what we’re highlighting.”
FRASER of Switzerland is responsible for campaign strategy, conception, creation, media strategy, and distribution, providing end-to-end support for activities throughout the user journey. The campaign launches on December 1, 2025, with OOH, DOOH, special placements in various train stations and airports, paid and organic social, display, Google, podcast audio ads, and placements in trams.