The Swiss autumn is beautiful. Everyone who lives in Switzerland knows that. In order to make the golden season popular abroad, the most popular Swiss of all time was once again called upon. This time, Mads Mikkelsen was to help him. But then everything turned out differently.
Editorial staff – September 10, 2024
In recent years, autumn has become a strategically important travel time for Swiss tourism. So far, however, it is mainly domestic guests who enjoy this time of year; the Swiss autumn remains too little known to international tourists. In order to better exploit the potential of the golden season, particularly in the mountain regions, Wirz and Switzerland Tourism have developed a new campaign. This focuses on spectacular nature experiences and is intended to put the Swiss autumn on the radar of European guests. The extremely successful film series with brand ambassador Roger Federer is being continued: after Robert De Niro, Anne Hathaway and Trevor Noah, Danish star actor Mads Mikkelsen plays alongside Federer in the fourth part of the series.
The autumn campaign follows in big footsteps
The films to date have achieved a total of over 238 million views and all made it into the YouTube rankings. Last year’s campaign for train travel is also considered the “most successful marketing measure in the history of Switzerland Tourism” thanks to its efficiency. The pressure to succeed motivates the campaign team: “We have improved every year so far. And we have nothing else planned for 2024,” says André Hefti, CMO of Switzerland Tourism, confidently.
The new story once again focuses on Roger Federer’s attempt to shoot a commercial for Switzerland with a Hollywood star. But production is delayed because Mads Mikkelsen first has to really “feel” the Swiss autumn before he can make a film about it. In doing so, he loses himself in the breathtaking nature, for which Federer shows a surprising amount of understanding.
Most sensual season
This communication offensive will further strengthen the positioning of the Swiss autumn as the most sensual season. “The campaign is intended to invite guests to experience Switzerland with all their senses: seeing, hearing, smelling, tasting and touching – you don’t have to overdo it like Mads Mikkelsen in our film,” explains Livio Dainese, Co-CEO of Wirz.
The main film is accompanied by a variety of online and offline measures that highlight the different facets of the Swiss autumn. The campaign is now launching across Europe, with a focus on the markets of Great Britain, France, Germany, Italy, Spain and the Netherlands.
Responsible at Switzerland Tourism: Martin Nydegger (CEO); André Hefti (Chief Marketing Officer); Martin Pally, Janine Allemann, Rebekka Wyss and Céline Korzepa (Campaigning); Oliver Nyffeler, Pascal Bloch, Anouk Blum, Sarah Krauer and Sariana Berchtold (Productions); Markus Berger and François Germanier (Corporate Communications); Katharina Frede (Marketing Distribution); Anja Liebe (Social Media); Kim Suh-Kyung, Daniel Zapf, Mark Diggelmann and Luc Gschwend (Digital); Joanna Wencel and Kathrin Schürer (CRM).
Responsible at Wirz Group: Jan Kempter, Matthias Fürst, Mark Stahel, Elena Gabriel, Morris Lötscher and Livio Dainese (creation); Erasmo Palomba (agency producing); Muharem Alagic (motion design); Petra Dreyfus, Nico Keramaris, Barbara Waldvogel and Julia Mutter, (consulting); Giovanni Bucca and Sonja Jegen (media realization); Oliver Fäs (image processing).
Responsible at McQueen Films:Traktor (Director), Pär Ekberg (DoP), Tenthree / Edward Line (Edit), Framestore / Kamen Markov (VFX), Company 3 / Matthieu Toullet (Grading), DubDub Studios (Sound), Music GREAT GARBO.
