Switzerland Tourism is making a bold statement with its latest campaign, aiming to position autumn as the perfect time to visit the breathtaking Swiss landscapes. For the first time, tennis icon Roger Federer has partnered with Switzerland Tourism (ST) to showcase the country’s autumnal beauty. In a captivating outdoor video filmed amidst the stunning Swiss mountains, Federer is joined by Danish actor Mads Mikkelsen, creating a dynamic duo that exudes both charm and adventure.
This collaboration marks the largest autumn campaign ever launched by ST, a move that speaks volumes about the growing appeal of this season. Traditionally, Switzerland has been known for its bustling winter and vibrant summer seasons, but this campaign seeks to change that perception. ST aims to highlight the unique allure of autumn, a season that seamlessly blends nature’s elegance with rich cultural traditions.
André Hefti, CMO of ST, emphasizes that the partnership with Federer and Mikkelsen perfectly captures this vision. By showcasing autumn’s distinctive charm, ST hopes to solidify Switzerland’s position as a year-round destination.
One striking fact that adds to the allure of autumn in Switzerland is that this season now lasts an average of 12 days longer than it did in the 1970s. This extended season provides travelers with more time to soak in the changing colors and serene landscapes. As awareness of this seasonal shift grows, Switzerland has witnessed a steady increase in autumn visitors. Hotels across the country are responding to this rising demand by adjusting their operations, staying open later into the season to accommodate tourists eager to experience Switzerland’s autumnal splendor.
With the combined star power of Federer and Mikkelsen’s cinematic presence, the campaign aims to captivate global audiences and draw attention to the beauty of Switzerland’s autumn. This collaborative effort not only enhances the country’s tourism appeal but also showcases how autumn, once considered a quieter time, is evolving into one of the most alluring seasons to visit. As Switzerland continues to adapt to changing seasonal patterns, this campaign marks a significant step in transforming autumn into a must-see season for travelers from around the world.
