MUMBAI: For the first time, tennis legend Roger Federer has teamed up with Switzerland Tourism (ST) to promote the Swiss autumn season. In a video shot outdoors amid the Swiss mountains, Federer stars alongside Danish actor Mads Mikkelsen. Inspired by Mikkelsen and the autumn landscapes, Federer showcases a playful side of himself. The teaming up of Federer and Mikkelsen is part of the largest autumn campaign in the history of ST.
Mikkelsen played a variety of roles in Danish productions before achieving international success for his portrayal of Le Chiffre in Casino Royale in 2006. In ST’s latest campaign, he passionately and sensually embodies the Swiss autumn alongside ST’s ambassador, Roger Federer. Mikkelsen can be seen hugging a tree or a cow, climbing to the peak of a fir tree or practicing barefoot yoga, all after plunging into the fresh waters of a mountain lake. “The intensity of Mads’ character was amazing to see. He has an incredible personality, always very focused on the set” said Federer
Mads, Roger and no ordinary ad: Precisely targetting the European markets (France, Germany, Italy, BeNeLux, the UK and the Nordics), the new campaign video shows Roger Federer and Mads Mikkelsen humorously attempting to produce an adspot designed to showcase the many facets of the Swiss autumn. “I love autumn and all its colours”, Federer enthuses. 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
A strengthened tourist season: 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,” explains ST CMO André Hefti. 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.
