“Roger Federer shoots a commercial with Trevor Noah” – this was the headline in numerous Swiss media in January. The film with the two superstars caused a spectacle even before its release and a partially closed Zurich main station (reported persoenlich.com). Now it’s clear what it’s all about: After the great successes of the past two years with two of the most watched commercials in the world – the last one even became the second most successful commercial of the year worldwide – Switzerland Tourism and Wirz are following up with a new global campaign, like the agency write in a message.
Wasn’t the unbelievable 156 million views of the previous campaigns intimidating? According to Livio Dainese, Co-CEO of Wirz, they even had an inspiring effect: “We took the bar that we have been setting ourselves higher and higher in recent years as an incentive and try to surpass it again.”
At the center of the new story is Roger Federer’s attempt to shoot a commercial for Switzerland. After failing to land Robert De Niro in 2021 and falling short with Anne Hathaway in 2022, he tries his luck with comedian, best-selling author, producer and philanthropist Trevor Noah in this year’s spot. Unfortunately, he fails again because the two co-stars stupidly get on the wrong train. But what turns out to be a stroke of luck: Because the «Grand Train Tour of Switzerland» is also a great experience if you travel involuntarily. In Switzerland, you never sit on the wrong train, that’s the message of the film.
The film, directed by Oscar winner Tom Hooper, is part of a global campaign positioning Switzerland as an attractive rail travel destination. The “Grand Train Tour of Switzerland” shown in the film combines all the famous panoramic routes in a 1280-kilometer round trip by train and takes visitors comfortably to Switzerland’s best-known sights.
The tour is a spectacular opportunity to explore Switzerland in a sustainable way, explains André Hefti, Chief Marketing Officer of Switzerland Tourism, and adds: “Such a unique offer must be ennobled with a unique campaign, which is why we are happy that we are working with Roger Federer , Trevor Noah and Tom Hooper were once again allowed to have absolute top stars in front of and behind the camera.»
In addition to the main spot, numerous other advertising media are used under the motto “I need the ride of my life. I need Switzerland.” Advertise various offers and experiences related to train travel. The campaign, which focuses on digital moving images, will be played out worldwide, with a focus on the markets of the USA, India, Korea, Southeast Asia, Greater China, Great Britain and Germany.
Responsible at Switzerland Tourism: Martin Nydegger (CEO); Andre Hefti (Chief Marketing Officer); Martin Pally, Janine Allemann, Pascal Fussen and Anja Müller (Campaigning); Pascal Bloch, Oliver Nyffeler, Anouk Blum, Sarah Krauer, Matyas Fabian, Kim Corpataux, André Meier (Productions); Markus Berger and Julian Thorner (Corporate Communications); Dominic Stöcklin, Natalie Schönbächler, Katharina Frede, Monika Häfliger and Marie Jaquet (Marketing Distribution and Social Media); Felix Pal (Storyteller), Kim Suh-Kyung, Daniel Zapf, Mark Diggelmann and Luc Gschwend (Digital); Joanna Wencel and Kathrin Schürer (CRM); Jasmin Wyrsch and Luca Giordani (Touring); Andreas Niederhauser (Head of Marketing, Swiss Travel System); responsible at Wirz Group: Livio Dainese, Jan Kempter, Björn Bippus, Luigi Vitiello (creation); Erasmo Palomba (Agency Producing); Laura Saner, Tim Lieberherr, Noemie La Bella (Social Media); Petra Dreyfus, Nico Keramaris, Andrea Müller, Ria Meghji, Nadia Bruni (consulting); Yussef Serrat, Sonja Jegen, Günter Pracht, Besian Ademi (media realization); Responsible at Tuna Production (film production): Tufan Tuna, Derya Tuna (Executive Producer); Tom Hooper (director); Jacob Her (Director of Photography); Nick Sutherland-Dodd (Producer); Timo Stump (Moving Image Creator); Responsible at Sir Mary (media agency): Fabian Habisreutinger (Partner, Strategy Director Media & Data); Vanessa Habisreutinger (Partner, Director Marketing Technology); Katharina Günther (Head of Media Planning); Marion Nicolaus (Head of Media Operations & Intelligence); Celine Zemp (AdTechnology & Programmatic Manager); Sira Wengi (Digital Planner & Consultant). (pd/cbe)
