For the autumn campaign of Switzerland Tourism, tennis legend Roger Federer and Danish actor Mads Mikkelsen are promoting the beauty of the Swiss autumn. The campaign aims to support the extension of the season.
For the first time, tennis legend Roger Federer has teamed up with Switzerland Tourism (ST) to promote the Swiss autumn. In a video filmed against the backdrop of the Swiss mountains, Federer plays the lead role alongside Danish actor Mads Mikkelsen. The interplay between Federer and Mikkelsen is part of the largest autumn campaign in the history of ST.
Mikkelsen has played a variety of roles in Danish productions before achieving international success in 2006 with his portrayal of the villain “Le Chiffre” in Casino Royale. In ST’s latest campaign, he embodies the Swiss autumn alongside ST ambassador Federer. Mikkelsen is seen hugging a tree or a cow, climbing to the top of a fir tree, or practicing yoga barefoot after plunging into a mountain lake.
The new campaign video is aimed at the European markets of France, Germany, Italy, the Benelux countries, Great Britain, and Scandinavia. It shows Federer and Mikkelsen humorously trying to produce a spot that showcases the many facets of the Swiss autumn. “I love autumn and all its colors,” Federer raves. At the same time as the launch of the campaign, a website dedicated to autumn and its activities has been set up on switzerland.com.
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Season Extension
Switzerland is generally known for its winter and summer seasons, according to ST. With this campaign, ST aims to break this seasonal pattern and make autumn an important time for a visit to Switzerland. “This collaboration with Roger Federer and Mads Mikkelsen perfectly reflects our vision of autumn in Switzerland: a season that combines nature, elegance, and tradition,” explains André Hefti, Chief Marketing Officer of ST.
Autumn now lasts on average twelve days longer than in 1970. Switzerland is becoming an increasingly popular travel destination during this time, and tourism businesses are adjusting to longer opening hours to meet the rising demand. (mm)