Switzerland Tourism
Switzerland in the Lead Role
The global campaigns for Switzerland Tourism featuring its brand ambassador Roger Federer generate maximum brand equity. Intelligent storytelling creates enormous reach and positions Switzerland in the highly competitive tourism market—with comparatively few resources.
The Challenge
With “I need Switzerland,” Switzerland Tourism has a strong and effective communication platform. The challenge, however, remains to fully leverage its potential on a global scale. How do you communicate an offering when the target audience is the entire world, but the budget is significantly smaller than that of the competition? And how do you utilize a globally recognized spokesperson in a way that maximizes the return on investment?
The Benefits
Roger Federer as Brand Ambassador was the perfect start. But the full creative potential only unfolds through the recurring concept: Federer meets an international star to shoot a promotional film for Switzerland together—and this very endeavor always fails in a charming way. Each campaign thus tells a new, surprising story that emotionally charges tourism offerings and turns Switzerland into a stage. The format follows a clear strategic concept: two world-renowned personalities, a genuine experience, and a story that invites sharing. Classic commercials are transformed into high-quality, entertaining short films—made for the internet, designed for virality. This creates consistent storytelling that evolves over the years and sustainably strengthens the Switzerland brand—with an impact that a small country could otherwise never have afforded.
Brand Excellence Program
Products included: Creative Breakthrough, Campaign Refiner & Creative Factory
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Florian Avdic
Chief Strategy Officer
The films attracted global attention and generated millions of views. In key target markets, not only did brand awareness and favorability rise, but so did demand: record numbers of international overnight stays, a significant increase in Swiss Travel Pass sales—and, for the first time, genuine momentum for the Swiss fall as a distinct travel season. Switzerland Tourism’s international offices received comprehensive toolkits from the shoots—featuring films, imagery, and social media assets that were used worldwide for locally relevant initiatives. Whether it was branded subway stations, large-scale advertising spaces at airports, or a presence in Times Square in New York: Switzerland was more visible globally than ever before. As a credible brand ambassador, Roger Federer not only brought the tourism offerings of a diverse travel destination to life—he also conveyed the core values of the Switzerland brand: quality, reliability, authenticity, and cosmopolitanism.
> Mio.
Video Views and #2 on YouTube’s International Ads Leaderboard in 2022
+ %
Revenue Uplift on Swiss Travel Pass Sales in 2023
> %
Completion Rate on 4th Edition & Spot Length: 1:52 min.
