There is a new TV commercial with Roger Federer (persoenlich.com reported). Why is this the best commercial for Switzerland Tourism to date?
Livio Dainese: The world will decide whether he is the best. What I like: The story is simple, charming, Mads is a great actor and Roger has definitely arrived as an actor. We were also able to film outside, which makes the film richer.
André Hefti: We are playing this film exclusively on digital channels in our European priority markets to promote the Swiss Autumn. Time will tell whether we can accomplish this task satisfactorily.
Livio Dainese, you mentioned it: Roger Federer plays alongside the Danish actor Mads Mikkelsen. How did you come up with this combination?
Dainese: We were looking for someone who could immerse themselves in the Swiss autumn in a believable way. Who, through the power of their acting skills, could celebrate a raindrop in such a way that you feel like you are witnessing a magical event.
The last advert with Federer and US comedian Trevor Noah also took place on a set. A year earlier – the advert with Anne Hathaway – took place on an editing suite. Isn’t that a bit repetitive?
Issue: Our core idea, that Roger has been trying for years to make a film about Switzerland with his famous friends and keeps coming up against new obstacles, has been very well received and can be developed further. The international guests should discover the beauty of Switzerland as a travel destination with a wink and charmingly packaged in good stories.
It was filmed in Engadin at the end of June. The entire spot takes place outdoors – a first for the Switzerland tourism spots with Roger Federer. What were the special challenges?
Dainese: Storms, among other things. We actually filmed on the weekend when the big storms hit Switzerland. We were spared and were able to make the film as planned. Even though we had to interrupt more than once.
Another novelty is that Federer is promoting the Swiss autumn. Tell me how you bathed the Engadin in autumnal colours at the beginning of July. A computer trick?
Dainese: We are also allowed to work for Graubünden holidays and therefore have certain special rights.
Where else was cheating done?
Dainese: Every film is one big illusion. I would like to remain silent so as not to destroy it. What is important is that Switzerland as a travel destination comes across as authentic and promises what the guest will actually experience.
“This year we are deliberately promoting an off-season”
The last two spots advertised the Grand Tour of Switzerland and the Grand Train Tour of Switzerland respectively. Why is a season being advertised this time and not a specific product?
Issue: This year we are deliberately promoting an off-season and want to make the Swiss autumn better known and more popular in our core European markets. The film is intended to make people want to travel to the Swiss autumn. On our various channels we support guests in their travel planning with many inspiring experiences and tips.
Umbrellas from Switzerland Tourism are on display as props. Are you hoping to generate additional business this way?
Issue: Switzerland Tourism does not sell anything directly to guests. That is not our job. However, the new merchandising items are very popular. We have been inundated with requests from guests and are now considering how we can enable guests to take even more of these items home with them as souvenirs.
The campaign is aimed at the European markets. Are you doing this because there are now enough American tourists? They are currently flocking to Switzerland like never before.
Issue: In fact, we see the greatest potential for European guests to travel to Switzerland in the shoulder season. The distances are short, traveling by train is easy and environmentally friendly, and the Swiss autumn enchants all the senses. It is still warm enough for excursions, the culinary delights are a real treat, the splendor of colors is a spectacle, and relaxation in nature is guaranteed.
Will the spot also be shown in Switzerland?
Issue: The campaigns with Roger Federer are aimed at foreign guests. We are of course very pleased that the films are also well received in Switzerland via social channels.
What measures do you use to support the spot?
Issue: The campaign was already teased on our social channels at the weekend. With the film’s release on Tuesday, we are setting off a fireworks display of activities on all digital channels. Behind the scenes, competitions, travel tips, there’s something for everyone. In the European markets, we are also ringing in autumn with local stories. In addition, at the end of September we will be present as the official travel destination at the Laver Cup in Berlin to make the Swiss autumn with Roger Federer appealing to guests from German-speaking countries.
Mads Mikkelsen, Trevor Noah, Anne Hathaway or before that Robert De Niro – which woman would you like to continue this list if you could choose?
Issue: We are already working on the concept for next year and are looking for a person who fits in and can make our story better.
Dainese: Viola Amherd, Dolly Parton oder Meryl Streep.
Please also note the persoenlich.com podcast, which covers the latest Switzerland tourism spot.
