Autumn in Switzerland is beautiful – and everyone who lives in Switzerland knows it. So to make this golden season popular outside of Switzerland too, the most popular Swiss man of all time was once again roped in. Mads Mikkelsen was supposed to help him this time. But then things took a different turn.
In recent years, autumn has become a strategically important holiday season for Switzerland Tourism. But until now, most visitors enjoying this time of year have been Swiss; autumn in Switzerland is still not famous enough for international tourists. Wirz and Switzerland Tourism have developed a new campaign to better exploit the potential of this golden season – especially in the mountainous regions. It focuses on Switzerland’s spectacular natural surroundings, with the aim of putting the Swiss autumn firmly on the radar of its European visitors, too. This continues the highly successful film series featuring the Brand Ambassador Roger Federer: following on from Robert De Niro, Anne Hathaway and Trevor Noah, top Danish actor Mads Mikkelsen stars alongside Federer in the fourth part of the series.
The autumn campaign is following in some big footsteps: so far, the films have garnered over 238 million views combined and made it into the YouTube rankings. Last year’s campaign for train travel was so effective, it is also regarded as the “most successful marketing campaign in the history of Switzerland Tourism”. The pressure to succeed is what motivates the campaign team: “We have improved each year so far. And have no further plans for 2024,” says André Hefti, Switzerland Tourism CMO.
At the heart of the new story is Roger Federer’s latest attempt to shoot an advert for Switzerland with a Hollywood star. But production gets delayed because Mads Mikkelsen can’t make a film about autumn in Switzerland before really “feeling” it first. He loses himself in the breathtaking countryside, with Federer showing a surprising amount of understanding.
This communication campaign gives an added boost to the positioning of autumn as Switzerland’s most sensual season. “The aim of the campaign is to invite visitors to experience Switzerland with all their senses. We want them to see it, hear it, smell it, taste it and touch it – although they don’t have to get quite as carried away as Mads Mikkelsen does in our film,” explains Livio Dainese, Co-CEO of Wirz.
The main film will be accompanied by a variety of online and offline activities that highlight the different facets of autumn in Switzerland. The campaign will start immediately across Europe, focusing on the UK, France, Germany, Italy, Spain and the Netherlands.
WIRZ is now helping Ovomaltine to create more added value as a “Creative Business Partner”. Together, the aim is to identify new growth opportunities and position the brand even more strongly in the long term. The first task that had to be solved together: How can Ovomaltine successfully launch a new product in a saturated market? The answer: by giving it a clear purpose - Ovo-Time.
Autumn in Switzerland is beautiful – and everyone who lives in Switzerland knows it. So to make this golden season popular outside of Switzerland too, the most popular Swiss man of all time was once again roped in. Mads Mikkelsen was supposed to help him this time. But then things took a different turn.
Suva is launching a new campaign for professional reintegration that shows how the social environment can easily help accident victims: The main thing is to be there for them.