Roger Federer promotes the Swiss fall with this Hollywood star
The Swiss fall is beautiful. Everyone who lives in Switzerland knows that. To make the golden season popular abroad as well, the most popular Swiss of all time was brought in once again. Mads Mikkelsen was supposed to help him this time. But then everything turned out differently.
In recent years, autumn has developed into a strategically important travel season for Swiss tourism. So far, however, it is mainly domestic guests who enjoy this time of year; for international tourists, the Swiss autumn remains too little known. Wirz and Switzerland Tourism have developed a new campaign to better exploit the potential of the golden season, particularly in the mountain regions. This focuses on spectacular nature experiences and aims to put Swiss autumn on the radar of European guests. To this end, the extremely successful film series with Brand Ambassador Roger Federer is being continued: After Robert De Niro, Anne Hathaway and Trevor Noah, the fourth part of the series stars Danish actor Mads Mikkelsen alongside Federer.
The fall campaign follows in big footsteps
Together, the previous films achieved over 238 million views and all made it into the YouTube rankings. Last year's campaign for train travel is also considered the "most successful marketing measure in the history of Switzerland Tourism" thanks to its efficiency. The pressure to succeed motivates the campaign team: "We have improved every year so far. And we have nothing else planned for 2024," says André Hefti, CMO of Switzerland Tourism, confidently.
The new story once again focuses on Roger Federer's attempt to shoot a commercial for Switzerland with a Hollywood star. But production is delayed because Mads Mikkelsen first has to really "feel" the Swiss fall before he can shoot a film about it. He loses himself in the breathtaking natural surroundings, for which Federer shows a surprising amount of understanding.
Most sensual season
This communication campaign will further sharpen the positioning of Swiss autumn as the most sensual season of the year. "The campaign is intended to invite guests to experience Switzerland with all their senses: sight, hearing, smell, taste and touch - you don't have to overdo it like Mads Mikkelsen in our film," explains Livio Dainese, Co-CEO of Wirz.
The main film is accompanied by a variety of online and offline measures that highlight the different facets of Swiss autumn. The campaign is being launched immediately across Europe with a focus on the UK, France, Germany, Italy, Spain and the Netherlands.
Responsible at Switzerland Tourism: Martin Nydegger (CEO); André Hefti (Chief Marketing Officer); Martin Pally, Janine Allemann, Rebekka Wyss and Céline Korzepa (Campaigning); Oliver Nyffeler, Pascal Bloch, Anouk Blum, Sarah Krauer and Sariana Berchtold (Productions); Markus Berger and François Germanier (Corporate Communications); Katharina Frede (Marketing Distribution); Anja Liebe (Social Media); Kim Suh-Kyung, Daniel Zapf, Mark Diggelmann and Luc Gschwend (Digital); Joanna Wencel and Kathrin Schürer (CRM).
Responsible at Wirz Group: Jan Kempter, Matthias Fürst, Mark Stahel, Elena Gabriel, Morris Lötscher and Livio Dainese (creation); Erasmo Palomba (agency producing); Muharem Alagic (motion design); Petra Dreyfus, Nico Keramaris, Barbara Waldvogel and Julia Mutter, (consulting); Giovanni Bucca and Sonja Jegen (media realization); Oliver Fäs (image editing).
Responsible at McQueen Films: Traktor (Director), Pär Ekberg (DoP), Tenthree / Edward Line (Edit), Framestore / Kamen Markov (VFX), Company 3 / Matthieu Toullet (Grading), DubDub Studios (Sound), Music GREAT GARBO.
