A partner agency in the Public Relations Netowrk (PRN), open up in Zurich, is supporting a spectacular construction project that’s attracting significant interest beyond national borders: by 2035, the Matterhorn Gotthard Railway will travel through a 4,150-meter-long tunnel, the Mattertal Tunnel, connecting Täsch and Zermatt. This project stands as an engineering marvel. German partner agency Sympra spoke with Evelyne, PR consultant at open up, about the communication challenges involved.

Evelyne, a major infrastructure project is planned in the Matter Valley. What’s behind it?

For over 130 years, the Matter Valley has been accessible by train. Since then, the once small mountain farming village of Zermatt became one of the world’s most popular tourist destinations. However, due to the unique topography of the Matter Valley, natural events like avalanches and rockfalls repeatedly block the route between Täsch and Zermatt. This is how the car-free holiday destination gets cut off from the outside world time and again, as the road, which only residents are permitted to use, is often buried in addition to the railway. Construction of the Mattertal Tunnel is scheduled to begin in 2028, aiming to provide a safe, year-round public transportation connection.

Clear path to the Matterhorn: How are you preparing communication efforts?

The rail connection between Täsch and Zermatt is part of a larger expansion of Switzerland’s railway network. Improving the Matter Valley’s transportation safety benefits the entire region and is crucial for tourism; the project is funded by the Federal Office of Transport. In the future, the train will run every 15 minutes and travel the route in half the current time, as the rack railway will no longer be needed. There are numerous advantages – but naturally, many concerns as well surrounding the tunnel’s construction. Therefore, our focus is on dedicated stakeholder communication: explaining the project and its benefits in detail through a website and blog, and involving all affected parties. Currently, we’re especially focused on the residents in and around Täsch, as they’ll be most impacted by the tunnel’s construction in and of itself. Excavation, dust, noise – all of this can overshadow the project’s advantages. That’s why it’s essential to open up dialogue from the beginning and regularly offer forums, like town hall meetings, to welcome suggestions and be genuinely open to them.

Are you presenting finished plans, or do citizens really have a say?

Citizens’ suggestions are sincerely listened to and considered, and the pros and cons of the project are openly discussed. At least once a year, there’s an informational event for residents, where the project managers from the Matterhorn Gotthard Railway report on the project’s status as well as the planned course and answer questions. This exchange works very well, as people in Switzerland are accustomed to democratic processes and making their voice heard. Whether it’s the future of a cow pasture or vibrations near a beehive during test drilling – no concern is too small, and honest solutions are sought out.

The Matterhorn guarantees worldwide interest. What role do you, as a Swiss agency, play in the international narrative?

In this project, we approach communication from the inside out, meaning that we are currently focusing on local stakeholders. After construction begins, the project will certainly attract broader interest, and there will be plenty of fascinating stories surrounding the build. The tunnel’s opening, planned for 2035, will be a pivotal moment for both national and international communication. It’s also certain that as time progresses, the communication surrounding the project will become more emotionally engaging. The spotlight will increasingly be on individuals connected to this monumental Matterhorn Gotthard Railway project, and there will be stunning images of the tunnel construction.

How do you make a project feel alive when it doesn’t even exist yet?

On the website https://mattertal-tunnel.ch/, there is background information, plans, and a timeline. Animation is an essential communication tool in this case, allowing interested viewers to take a virtual ride through the tunnel. Even now, at this early stage when nothing is visible, this creates a sort of emotional connection. The blog also gives insights to stories – including historical ones, like how difficult it used to be to travel through the Matter Valley before the connection by railway existed. We’re also supporting this landmark project, which comes with a price tag of half a billion Swiss francs, on social media. Our goal is to give people the chance to feel connected to the project. If, in the end, as many people as possible say, “This works for me. I’m willing to deal with the inconveniences for now because I know it will benefit the region,” then we’ve done our job well.

Evelyne, thank you for the conversation.