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![Holidays without drama: this is what Switzerland Tourism's new slogan promises.]()
Myswitzerland
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Holidays without drama: this is what Switzerland Tourism’s new slogan promises.
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![In the accompanying video, Roger Federer (39) is on the phone with Robert De Niro (77). De Niro does not want to take part in a film about Switzerland, it is too boring for him.]()
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In the accompanying video, Roger Federer (39) is on the phone with Robert De Niro (77). De Niro does not want to take part in a film about Switzerland, it is too boring for him.
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![A risky advertising slogan, but the clip is well received: it was viewed 6.8 million times on YouTube in just four days.]()
PD
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A risky advertising slogan, but the clip is well received: it was viewed 6.8 million times on YouTube in just four days.
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![With the commercial, Switzerland Tourism wants to lure guests from all over the world back to Switzerland after the pandemic.]()
Keystone
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With the commercial, Switzerland Tourism wants to lure guests from all over the world back to Switzerland after the pandemic.
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It was a risky game: he didn’t want to make a film about Switzerland, explains acting legend Robert De Niro (77) to tennis star Roger Federer (39) in the latest Swiss Tourism advertising clip. Because the alpine country has no drama – or in other words, it’s too boring for him.
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Boredom as a figurehead? That could have backfired. But apparently calm is exactly what people want right now. “In this time after the pandemic we had enough drama worldwide,” says Markus Berger from Switzerland Tourism.
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Still, the slogan is risky. Embedding it in the correct story was crucial. Christian Fichter, social and business psychologist at the Kalaidos University of Applied Sciences, sees it this way: “If you had shown bored people, it would have been humorous and original, but it would have conveyed the wrong message.”
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10 million watch tourism video
But the clip seems to have succeeded, the response is enormous. On YouTube, the video published on Tuesday was viewed more than 10 million times in five days.
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In the comments, many viewers praise the originality and humor. “And the Oscar for the best advertising goes to … Switzerland Tourism,” said one of them.
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The Hollywood star is also well received: “Yes, that’s nice … nice … nice for you,” quotes another user from the clip and adds, next to a tearful smiley face,: “Classic De Niro!”
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“This advertisement will go around the world”
The final sentence of the video, in which De Niro Federer suggests asking Tom Hanks instead, is also taken up diligently. “Now Federer has to call Hanks. We want to see the video too, ”they say. Another contribution sums up: “This advertisement will go around the world.”
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This is exactly what Switzerland Tourism is hoping for. Because the industry organization wants to attract many tourists to Switzerland again this year. “We assume that the guests from Europe will be able to travel again in a few weeks,” says Markus Berger. “And those from overseas are already planning their holidays in late summer and autumn.”
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So now is the best time to promote your tourist destination.
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And who knows, maybe Tom Hanks can actually be seen in the next video. In any case, Berger indicates that more celebrities will soon be involved in Switzerland.
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