Anne Hathaway And Roger Federer Woo Tourists Back To Switzerland

Usually referred to as the Playground of Europe, Switzerland provides an abundance of inviting ski slopes and luxurious Alpine resorts. Tourism is a crucial sector of the Swiss financial system producing 2.8% of the country’s gross domestic product, partially as a result of reputation of winter sports activities.

However 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 %.

Final 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 characteristic movie about Switzerland. DeNiro turns him down as a result of the vacation spot is “too excellent” with “no drama.” The cheeky advert was considered over 100 million occasions, making it some of the profitable commercials of 2021.

Selling 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 “precise” 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 points of interest. The formidable tour takes guests to 46 prime points of interest, 22 lakes, 5 Alpine passes, and 13 UNESCO World Heritage websites.

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

There may be additionally a soothing choice to take the Grand Tour of Switzerland by train.

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 cross) are closed in winter as a consequence of snow on greater altitudes.

Snagging Anne Hathaway for the 2022 marketing campaign

When Switzerland Tourism started on the lookout for 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 present starring in WeCrashed, a rom-com with Jared Leto that’s streaming on Apple TV+.

The beloved actress had visited Switzerland a number of occasions and revealed herself to be an enormous fan not solely of the nation but additionally of Federer (who has a following of almost 13 million Twitter followers). Except for the chemistry, Hathaway met one other criterion that made her a sensible choice: She can also be lively on social media.

Within the not too long ago launched two-minute promotion, Federer and Hathaway embark on the Grand Tour of Switzerland that showcases the majesty of Switzerland, taking the celebs previous lakes, scenic castles, and breathtaking mountain passes.

Evidently, 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.

In the future after its April 12, 2022 launch on YouTube, it has already had 3.5 million views on YouTube.