In an exciting first, tennis icon Roger Federer has partnered with Switzerland Tourism (ST) to showcase the enchanting beauty of Swiss autumn. The collaboration features a captivating video shot against the stunning backdrop of the Swiss Alps, where Federer shares the screen with renowned Danish actor Mads Mikkelsen. This campaign, the largest autumn initiative in ST's history, highlights Federer’s playful side as he and Mikkelsen explore the vibrant landscapes of Switzerland.
Mads Mikkelsen, celebrated for his intense performances, joins Federer to bring Swiss autumn to life. Known for his role as Le Chiffre in Casino Royale, Mikkelsen embraces the season with scenes of tree-hugging, mountain-climbing, and barefoot yoga, after taking a dip in a mountain lake. Federer praised Mikkelsen’s focus and dynamic presence, saying, “The intensity of Mads' character was amazing to see. He has an incredible personality, always very focused on the set.”
The new campaign, aimed at European markets including France, Germany, Italy, BeNeLux, the UK, and the Nordics, features Federer and Mikkelsen humorously attempting to create an advertisement that captures the essence of Swiss autumn. Federer expressed his love for the season, stating, “I love autumn and all its colours.” A dedicated webpage on Switzerland.com has been launched to highlight autumn activities and experiences.
Switzerland Tourism aims to transform perceptions of autumn, traditionally overshadowed by winter and summer, into a must-visit season. André Hefti, Chief Marketing Officer of ST, notes, “This collaboration with Roger Federer and Mads Mikkelsen perfectly reflects our vision of Swiss autumn as a season blending nature, elegance, and tradition.” As autumn extends an average of 12 days longer than in 1970, Switzerland is increasingly becoming a favored destination for this season, with hotels adjusting to meet rising demand.
Autumn in Switzerland offers a rich array of experiences:
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Living Traditions: Engage in age-old customs linked to harvest time, such as the Night of the Scarecrows in Morges on September 28, the chestnut festival in Valle di Muggio on October 13, and the traditional Bénichon in Châtel-St-Denis on the third weekend of October. Enjoy the flower-adorned cow parades (désalpes) as cows return from Alpine pastures across the Alps.
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Gastronomy and Wine Tourism: Discover the flavors of the harvest with activities like the Ostschweizer Wein-Route bike ride through Swiss wine regions, Geneva’s Choco Pass, and autumn cruises on Lake Lucerne featuring fondue and raclette.
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Hiking: Explore Switzerland’s autumnal beauty with trails through golden larches, vibrant forests, and colorful vineyards. Swiss Bike Hotels, such as the Matthiol Hotel in Zermatt, provide ideal amenities for active outings.
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Indoor Activities: When the weather turns, enjoy indoor attractions like the Landgasthof Schönbühl near Bern, the Greulich hotel in Zürich, or the Termali Salini Spa in Locarno. Visit the Fondation Beyeler for a cultural escape.
Switzerland Tourism extends its gratitude to all participants, partners, and guests who contributed to the success of this campaign. The goal is to continue offering memorable experiences that highlight Switzerland’s luxury and charm throughout the year.