When we plan our vacations we certainly look for the ideal option. But could excessive perfection achieve the reverse of the desired effect? Mountains, ski resorts, charming villages, green valleys … certainly draw the most desirable postcard. But not for Robert de Niro (alert, spoiler), which plants a Roger Federer who recruits Hollywood actors to make a movie about Switzerland.
“There is no drama, there is no drama at all,” exclaims the Oscar-winning actor. But Federer returns to the charge: “Have you seen the sunsets?”. “I am that type of actor who needs challenges, conflict, danger,” emphasizes De Niro. “In Switzerland everything is too perfect.”
Too perfect
The conversation, with Federer in the town of Zermatt, located 1,620 m at the foot of the Matterhorn, and De Niro in his New York apartment overlooking the urban jungle of skyscrapers, is part of the latest promotional short of Switzerland Tourism Which is called precisely No Drama and in which the 20-time Grand Slam champion tennis player tries to convince the actor to appear in a video of the tourist organization.
“And how about the two of us on a special mission”? Federer strikes back. “Skiing down a slope and even skydiving to later land among grazing cows.” “I’ll be honest with you,” De Niro responds. “That’s not going to happen”. The actor does not seem willing to destroy a reputation built on roles in which he plays not-so-pleasant characters for a country that is too perfect and with people that are too friendly, without the dramatic tension that he is used to.
Finally, he suggests that he get in touch with another Hollywood legend: “Maybe call Hanks.”
Federer, Ambassador of Switzerland
The video thus leaves the door open for Federer to seek new support in his mission as an ambassador for Switzerland Tourism. If for years he has represented his country in sporting events at the highest level, now he does so at the tourist level. “I was very excited to have a global campaign,” he says. “In this way, I can invite people to Switzerland and show them its beauty, because I am very proud to come from such a beautiful country.”
To achieve his goal, Federer decided to seek support in Hollywood. The plan: show the beauty of Switzerland as a vacation destination in a great film project starring himself and Robert De Niro.
The short, filmed last fall in Zermatt (Switzerland) and New York (United States), is available online worldwide. “Adding this Hollywood touch to our campaign will draw more attention to Switzerland and its spectacular nature,” explains the CEO of Switzerland Tourism, (ST) Martin Nydegger.
Federer’s power of persuasion has only just begun, they anticipate from the tourist entity, so we will soon see more collaborations.
See Switzerland through Federer’s eyes
Also, a new website, Roger’s selection, collect the tennis player’s favorite places, hidden treasures and personal tips. In a long-term collaboration, Federer will unveil the wonders of Switzerland, also those that he has yet to discover.
“Whenever I go on a track I feel like I am representing Switzerland. Wherever my name is written, there is a Swiss flag next to it. I am very proud to have done it during these twenty-two years of travel and it will continue to be so. Now, joining forces with ST is a step that seems logical to me ”, explains the athlete.
And he adds: “I have been to all parts of the world. But my favorite place has always been Switzerland. It is the country that I miss the most when I am traveling ”.
In addition to making a difference for the destination, Federer is also moving for a good cause: the retribution for his appearances as the new ambassador of Switzerland Tourism will go to the Roger Federer Foundation that helps the most disadvantaged children in the country.
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