Roger Federer and Mads Mikkelsen celebrate Switzerland

Tennis legend Roger Federer and Danish actor Mads Mikkelsen have teamed up with Switzerland Tourism (ST) to showcase the beauty of Swiss autumn in a new campaign.

In a humorous video shot against the impressive backdrop of the Swiss mountains, the two personalities show their playful side.

That's what it's about

Federer, inspired by the autumn landscape and Mikkelsen's performance, is enthusiastic about the colorful season.

Mads Mikkelsen, known from international productions such as the James Bond film “Casino Royale”, embodies the sensuality of the Swiss autumn in the campaign.

In the video, he climbs trees, practices barefoot yoga and dives into a mountain lake. Federer praised his fellow actor's dedication: "Mad's intensity on set was impressive. He has an incredible personality."

European markets in focus

The campaign video is primarily aimed at European markets such as Germany, France and Scandinavia and aims to strengthen the Swiss autumn as a travel season.

“I love autumn and its colours,” emphasises Federer, while viewers can find inspiration for their autumn trips via the switzerland.com/autumn platform.

Autumn as an emerging travel season

Switzerland, known for its winter and summer holiday destinations, wants to establish autumn as a year-round travel destination with this campaign.

André Hefti, Chief Marketing Officer of ST, emphasizes: “This collaboration perfectly demonstrates how nature, elegance and tradition are combined in the Swiss autumn.”

partnership with the Laver Cup

The season, which now lasts an average of twelve days longer than in 1970, is becoming increasingly important and tourist providers are adjusting their opening hours accordingly.

In addition, Switzerland Tourism is an official partner of the Laver Cup 2024, which is currently taking place from 20 to 22 September 2024 in Berlin.

Sierks Media / © Photos: Switzerland Tourism, Dominik Baur / Video: YouTube