Federer Showcases Swiss Beauty in New Tourism Campaign

Published on September 12, 2024

Roger Federer has joined forces with Switzerland Tourism once again to promote the country’s autumn season, this time alongside Danish actor Mads Mikkelsen.

In what is being touted as the largest autumn campaign in Swiss tourism history, Federer and Mikkelsen are at the forefront, showcasing the beauty of Switzerland during this underappreciated season. The campaign video humorously follows the duo as they try to create an advertisement highlighting the many wonders of Swiss autumn.

Federer previously worked with actor Anne Hathaway to promote self-drive holidays and with comedian Trevor Noah to highlight the Grand Train Tour of Switzerland. In this latest campaign, Mikkelsen is seen engaging with nature—hugging trees, practicing barefoot yoga, and taking a refreshing plunge into a mountain lake.

“The intensity of Mads’ performance impressed me. He’s incredibly focused and has a great personality. In short, he’s an outstanding actor,” Federer commented.

Switzerland Tourism is known for promoting its winter and summer seasons, but with this new campaign, the aim is to spotlight the beauty and appeal of visiting the country during autumn.

André Hefti, Chief Marketing Officer of Switzerland Tourism, explained:

“This collaboration with Roger Federer and Mads Mikkelsen perfectly embodies our vision for autumn in Switzerland—where nature, elegance, and tradition come together.”

He also noted that due to climate changes, autumn now lasts 12 days longer than it did in 1970. As a result, Switzerland is becoming increasingly popular at this time of year, and hotels are adapting by staying open longer to meet the growing demand.