Tennis legend Roger Federer has teamed up with Switzerland Tourism (ST) to promote the beauty of the Swiss autumn season. In a video shot outdoors amid the majestic scenery of the Swiss mountains, Federer stars alongside acclaimed Danish actor Mads Mikkelsen.
Inspired by Mikkelsen and the vibrant autumn landscapes, Federer showcases a playful side of himself like never before. The teaming up of Federer and Mikkelsen is part of the largest autumn campaign in the history of the tourism board.
Precisely targeting the European markets – France, Germany, Italy, BeNeLux, the UK and the Nordics – the new campaign video shows Federer and Mikkelsen humorously attempting to produce an advertising spot designed to showcase the many facets of the Swiss autumn. “I love autumn and all its colours,” Federer said.
Switzerland is generally known for its winter and summer seasons. With this campaign, ST is determined to break with this seasonal pattern and make autumn an essential time for visiting Switzerland. “This collaboration with Roger Federer and Mads Mikkelsen is a perfect reflection of our vision of autumn in Switzerland: a season that blends nature, elegance and tradition,” said André Hefti, chief marketing officer of ST.
Autumn now lasts on average 12 days longer than it did in 1970. Switzerland is becoming an increasingly popular destination at this time of year, and hotels are adapting to stay open longer to accommodate this growing demand.
Among outdoor activities, hiking is undoubtedly the most iconic in the Swiss autumn. From flamboyant forests to snow-capped peaks, hikers and cyclists alike will be enchanted by rejuvenating trails set against breathtaking landscapes: discovering golden larches along the Via Engadina, the winding Doubs River lined with vibrant forests, or the colourful vineyards of the Valais.
Swiss Bike Hotels such as the Matthiol Hotel in Zermatt, with their bike garages, repair services and special menus for sports enthusiasts, offer the perfect infrastructure for energising outings, close to mountain bike trails and itineraries. To help visitors plan their hiking trips at the best possible time, the foliage map brings together several hundred webcams on a single web page, so they can follow the evolution of nature and colours in real time.To coincide with the launch of the campaign, a web page dedicated entirely to autumn and its varied activities has been set up on switzerland.com.