PublishedSeptember 10, 2024, 14:33
Roger Federer Champions Swiss Autumn with Mads Mikkelsen
The tennis champion has created a new advertisement for Switzerland Tourism with the Danish actor.
by
Comm/M.P.
The new film from Switzerland Tourism.
Switzerland TourismIn a video for Switzerland Tourism filmed outdoors amid the mountain landscapes of Switzerland, Roger Federer appears alongside the famous Danish actor Mads Mikkelsen. This collaboration between the two men represents the largest autumn campaign in the history of Switzerland Tourism, the latter announces.
A big tennis fan known for his intense stage presence, Mads Mikkelsen played various roles in Danish productions before gaining international success for his portrayal of Le Chiffre in “Casino Royale” in 2006.
In this campaign, he passionately and sensually identifies with Swiss autumn alongside the Switzerland Tourism ambassador, Roger Federer. We see Mads Mikkelsen embracing a tree or a cow, climbing to the top of a fir tree, or practicing barefoot yoga after plunging into the cool waters of a mountain lake. “The intensity of Mads’ character was impressive,” summarizes Roger Federer. “He has an incredible personality, always very focused on set.”
Aiming at European markets (France, Germany, Italy, Benelux, United Kingdom, and Scandinavia), the new campaign video features the two protagonists humorously attempting to create an advertisement showcasing the many facets of Swiss autumn. “I love autumn and all its colors!” exclaims Roger Federer. Alongside the launch of the campaign, a homepage entirely dedicated to autumn and its varied activities has been created on Switzerland.com.
A Better Distribution of Tourists Throughout the Year
Tourist Switzerland is generally known for its winter and summer seasons. With this campaign, Switzerland Tourism aims to break this seasonality and contribute to a better temporal distribution of visitors throughout the year. Autumn is expected to become a must-visit season for Switzerland. “This collaboration with Roger Federer and Mads Mikkelsen perfectly reflects our vision of autumn in Switzerland: a season where nature, elegance, and tradition combine perfectly,” explains André Hefti, marketing director of Switzerland Tourism.
Indeed, autumn now lasts on average 12 days longer than in 1970. Switzerland is becoming an increasingly popular destination during this time of year, and tourism businesses are adjusting to remain open longer to meet this growing demand.