Anne Hathaway And Roger Federer Woo Tourists Back To Switzerland

Often known as the Playground of Europe, Switzerland presents an abundance of inviting ski slopes and luxurious Alpine resorts. Tourism is a vital sector of the Swiss financial system producing 2.8% of the nation’s gross home product, partially as a result of recognition of winter sports activities.

But like the remainder of Europe, pandemic-related journey restrictions took a heavy financial toll on the nation, with income from worldwide tourism falling by nearly 50 p.c.

Last yr, Switzerland Tourism invoked a novel technique to attract consideration to the nation’s year-round magnificence. It created an irreverent video—starring tennis nice Roger Federer (the worldwide model ambassador of Switzerland Tourism) flanked by Oscar-winning actor Robert DeNiro.

The storyline of the 1½-minute video: Federer tries to persuade DeNiro to make a function movie about Switzerland. DeNiro turns him down as a result of the vacation spot is “too perfect” with “no drama.” The cheeky advert was considered over 100 million instances, making it one of the profitable commercials of 2021.

Promoting The Grand Tour of Switzerland

How do you prime that success?

For its 2022 advert marketing campaign, the tourism company has paired Roger Federer with Academy Award and Golden Globe winner Anne Hathaway. This promotion takes Federer and Hathaway on a much-abbreviated Grand Tour of Switzerland.

The “actual” 9-day/8-night street journey it’s selling begins and ends in Zurich, showcasing a number of the nation’s most attention-grabbing and scenic sights. The bold tour takes guests to 46 prime sights, 22 lakes, 5 Alpine passes, and 13 UNESCO World Heritage websites.

The total self-guided tour covers simply over 1000 miles however may be flexibly tailored in size, relying on a customer’s pursuits and time availability. Visitors can journey the circuit by motorbike or automotive (with a community of handy electrical automobile charging stations obtainable for eco-conscious vacationers, too).

There can also be a calming choice to take the Grand Tour of Switzerland by prepare.

Switzerland is a four-season vacation spot so the journey may be loved all year long, though a number of the mountain passes (such because the Gotthard go) are closed in winter on account of snow on greater altitudes.

Snagging Anne Hathaway for the 2022 marketing campaign

When Switzerland Tourism started in search of a feminine star to work with Federer, Anne Hathaway, who has starred in additional than 20 profitable Hollywood movies, gave the impression to be a pure. She is at the moment starring in WeCrashed, a rom-com with Jared Leto that’s streaming on Apple TV+.

The beloved actress had visited Switzerland a number of instances and revealed herself to be a giant fan not solely of the nation but in addition of Federer (who has a following of practically 13 million Twitter followers). Aside from the chemistry, Hathaway met one other criterion that made her a sensible choice: She can also be energetic on social media.

In the lately launched two-minute promotion, Federer and Hathaway embark on the Grand Tour of Switzerland that showcases the majesty of Switzerland, taking the celebrities previous lakes, scenic castles, and breathtaking mountain passes.

Needless to say, the brand new quick is simply as charming and humorous as final yr’s. It’s solely two minutes lengthy so I received’t spoil the punchline.

One day after its April 12, 2022 launch on YouTube, it has already had 3.5 million views on YouTube.

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