Switzerland Tourism and Wirz turn football fans into vacation guests

The Uefa Women's Euro 2025 is the perfect moment to turn football fans into real Switzerland fans. Because anyone traveling to Switzerland for the tournament will experience the beauty and diversity of the country up close between matches, whether swimming in the lake, hiking in the mountains or strolling through old towns. But anyone watching the matches from home - in England, Holland, Spain, France, Italy, Germany or the Nordic countries - should also feel that Switzerland is not only the host country, but also worth a trip. The campaign motto "For Fans of Switzerland" means combining a passion for football with a desire to travel.

From appendage to leading actor

Switzerland Tourism is using the tournament to promote the advantages of Switzerland to football fans throughout Europe. Together with Wirz, they are focusing on a previously unjustly neglected type of fan: the male player, the counterpart to the female player. In the commercial, he becomes a fan of Switzerland and almost forgets what he actually came here for: football.

More fans for Switzerland

The broad-based campaign shows: Football fans will become Switzerland fans at the Uefa Women's Euro 2025. The first campaign element was a CGI clip by Wirz in December 2024 for the group draw. This was followed in the spring by individualized fan subjects for the markets, which are adapted accordingly depending on the target market and whet the appetite for vacations in Switzerland.

Political celebrities with a sense of humor

Even the President of the Swiss Confederation, Karin Keller-Sutter, was recruited for the campaign. In a tongue-in-cheek video address to the participating nations, she promotes losing - and thus more time in Switzerland.

Travelers from Switzerland and abroad are approached by the national team players - who are fans of a host city - and inspired to combine their visit to the match with an extended stay in the city they are visiting. In emotional video portraits, they each present a host city and explain why they too are fans of Switzerland.

In the B2B sector, an old acquaintance is celebrating his comeback from mid-July: Urs Letterli is trying his hand as a business influencer and revealing to the interested community that Switzerland is a formidable host for sports and business events and will thus turn its event participants into fans.

The campaign has been on air since December 16, 2024, accompanying the Uefa Women's Euro

Responsible at Switzerland Tourism André Hefti (CMO) Martin Pally, Priska Renold, Vera Weber, Matthias Albrecht, Michelle Gattlen (overall project management), Markus Berger, Liên Burkard, Fiona Schaad, Marco Holderegger (Corporate Communication), Natalie Schönbächler, Katharina Frede, Anja Liebe, Luc Gschwend (Media), Fiona Züger, Samantha Scheuch, Vivienne Hosennen (Content & Partner Management), Barbra Albrecht, Bernhard Rhyn (SCIB), Claudia Brugger, Anouk Blum, Sarah Krauer, Pascal Bloch, Nadine Ackermann, Jan Karlen, Susanne Berther, Sariana Berchtold (Productions) Responsible at Wirz Group Livio Dainese, Caspar Heuss, Matthias Fürst, Jannic Mascello, Yannick Schaller (Creation); Erasmo Palomba, Nora Moussa (Agency Producing); Reto Baumann, Valentina Petrovic, Nina Riesen (Consulting); Sonja Jegen, Jonathan Müller (Media Realization) Responsible for the production "Players - Men"  Shining Film AG: Joris Dommels (Director), Ahmet Hüsseyin (DoP), Stefan Bircher (Executive Producer), Meret Früh (Line Producer), GREAT GARBO (Music), DubDub Studios (Audio Postproduction/Sound Studio) Responsible for production "Karin Keller-Sutter" Pumpkin Film AG: Martin Werner (Director), Jan Mettler (DoP), Stefanie Brand (Executive Producer), Frederik Marbell (Editor), Sam Gilling (Grading), Südlich-t AG (Online), GREAT GARBO (Music), DubDub Studios (Audio Postproduction/Sound Studio) Responsible for "Fans of Switzerland" production Dominik Baur (photography), Adina Zwahlen, Ueli Käser (photo assistants), Gaby Wassmer (hair & make-up), models (streetcasting), Patrick Salonen (post-production) Responsible for the production of "Player portraits" Midpoint Film AG: Janic Halioua (director/cinematographer), Noah Debbabi (drone), Peter Zottl (production coordinator), Sven Paulin, Noah Debbabi, Janic Halioua (editor), Noah Debbabi, Janic Halioua (grading), Chris Banks (sound design) Responsible for "Event Host" production Midpoint Film AG: Michael Kindermann (Producer), Janic Halioua (Director), Michael Schwendinger (Camera), Janic Halioua (Editing/Grading), Das alte Lager (VFX).