Roger Federer and Madds Mikkelsen celebrate the arrival of autumn in Switzerland

For the second year in a row, Roger Federertennis legend, collaborates with Switzerland Tourism (ST) in a campaign titled “Falling for autumn” aimed at promoting the beauties of Swiss autumn. In a video shot in the heart of the Swiss mountains, Federer is accompanied by the Danish actor Mads Mikkelsen. The latter, passionate about autumn, embodies original scenes, such as cuddling and climbing a tree, becoming one with the dead leaves or practicing yoga by a lake.

This collaboration represents ST’s largest fall campaign. Targeting European markets, this humorous campaign highlights the many facets of Switzerland at this time of year. A page dedicated to fall activities has been created on Switzerland Tourismallowing visitors to discover an often overlooked season.

Diversity of activities in autumn

ST wishes to encourage a better distribution of visitors throughout the year, by positioning autumn as an unmissable season. With longer days than in 1970, Switzerland offers a wide range of leisure activities for everyone.

Living traditions: Scarecrow Night in Morges, the chestnut festival in Ticino or the alpine processions in the Alps.
Gastronomy and wine tourism: grape harvests, hunting and autumn flavors along the Eastern Swiss Wine Route or a fondue tasting during a cruise on Lake Lucerne.
Hiking and cycling: through Swiss forests and vineyards, with infrastructure suitable for cyclists.

And in case of bad weather, alternatives such as spas, museums and hotels are perfect for enjoying Switzerland, even from shelter.

A promising future for the Swiss autumn

Since 2022, Suisse Tourisme has used the branding agency WIRZ Group. Together they achieved “My Swisstainability Journey“, a campaign in the form of a documentary against mass tourism (to discover ici) et “The Grand Train Tour of Switzerland: The ride of a lifetime” with Roger Federer and Trevor Noah (to watch ici). For the fall 2024 campaign, ST and WIRZ use the same codes behind-the-scenes to share the beauty of Swiss nature, with an almost fanatical enthusiasm.

“This collaboration with Roger Federer and Mads Mikkelsen perfectly reflects our vision of autumn in Switzerland: a season that combines nature, elegance and tradition,” explain André Heftimarketing director of ST. He hopes that this campaign will help popularize autumn as a key season in Switzerland, combining nature, elegance and tradition. Thanks to the involvement of Federer and Mikkelsen, ST intends to make an impact and strengthen the appeal of this period among international travelers.