Premium on paper: SWISS Magazine wins gold
Swiss International Air Lines (SWISS) has won the Best of Corporate Print Award 2026 at the prestigious Best of Content Marketing (BCM) Awards in Hamburg. The airline's special print edition of SWISS Magazine, created to celebrate the arrival of its first Airbus A350, received Gold in the "B2C Tourism, Travel, Lifestyle & Fashion" category.
Key Highlights
- The award recognizes the A350 special edition of SWISS Magazine, published in 2025.
- The edition marked the return of the magazine to print after SWISS had shifted primarily to a digital format.
- The publication chronicles the journey of the Airbus A350 from production in Toulouse to its introduction into the SWISS fleet.
- It focuses on the employees and teams whose work made the aircraft's entry into service possible.
Why the Award Matters
SWISS views the recognition as validation of its belief that premium print media still has a valuable role in an increasingly digital world. According to the airline, print offers:
- A more immersive reading experience.
- A tangible and high-quality format.
- Greater space for storytelling and brand engagement.
Executive Comment
Léa Wertheimer, Head of Corporate Communications at SWISS, emphasized that while digital communication is now the norm, print has become a premium medium because readers engage with it more intentionally. She praised the communications team and colleagues across the airline for creating a publication that captures the people and stories behind the A350 project.
Creative Development
- The special edition's design concept and visual execution were developed by the Zurich-based agency Raffinerie.
Looking Ahead: SWISS 25th Anniversary
SWISS has confirmed that a new printed special edition of SWISS Magazine will be published in 2027 as part of celebrations marking the airline's 25th anniversary.
The anniversary edition will:
- Reflect on 25 years of SWISS history.
- Showcase stories and milestones from the airline's journey.
- Highlight employees behind the brand.
- Explore the future direction of the airline.
Background
- SWISS Magazine has been published since the airline was founded in 2002.
- The regular print edition was discontinued in summer 2022.
- Since 2023, the magazine has continued online through the digital platform at swiss.com/magazine.
- The Airbus A350 special edition brought the magazine back into print in 2025, and copies remain available on SWISS long-haul aircraft through the end of 2026.
SWISS's award-winning A350 magazine demonstrates that high-quality print storytelling can still resonate strongly with travelers, and the airline plans to build on that success with a special commemorative print edition for its 25th anniversary in 2027.
