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The Basel Tourism team is passionate about showing (potential) visitors from around the world just how diverse the city truly is. Engaging texts and compelling audio and video content play an important role – all multilingual, of course.
The organisation was therefore looking for an all-in-one partner with the resources and expertise to deliver every type of language service – ideally one that shares its passion for travel-related topics.

A few years ago, Basel introduced a distinctive image campaign: “Swiss but different. This is Basel.” With an English promotional film, posters, banners and campaigns, Basel Tourism set out to present the city as a modern yet authentically Swiss cultural hub. The campaign focused particularly on a young, digitally savvy audience. Multilingual content was designed to follow a consistent thread across all marketing channels and languages. The goal? To make guests and event organisers feel welcome and valued – in German, English, French, Italian and Spanish.

Diction is the ideal partner for clients such as Basel Tourism, who are looking for long-term, comprehensive localisation of their content across all communication channels. In Basel, the action never stops – and our linguists keep pace every step of the way! They deliver translations that read like originals and resonate with the audience: posters, brochures, web texts, newsletters, promotional films and more. The tone? Casual, relaxed, yet sophisticated. Adapting the audio tours is a particularly rewarding part of the process. Here, we make sure every text is perfectly matched to its speaker. At the same time, our Language Consulting Team ensures that the client’s corporate language and terminology are always up to date. This means Basel Tourism can be confident that its brand image reads (and sounds) consistent across all languages.