14th April 2022: The Grand Tour of Switzerland is unrivalled. Roger Federer is not one of them. Anne Hathaway isn’t one of them. Not even Federer and Hathaway when they’re both on the court.
The 20-time major title holder and Academy Award winner starred in a light-hearted advertisement for Switzerland Tourism. The scene begins with the duo in the editing room, reviewing the commercial’s cut.
“Can you see anything?” Hathaway inquires about Federer.
“Mmm,” said the Swiss. “I’m not sure.”
“We look like ants,” Hathaway said.
Switzerland, dubbed the “Playground of Europe,” has a plethora of tempting ski slopes and luxurious Alpine resorts. Because of the popularity of winter sports, tourism is a significant element of the Swiss economy, accounting for 2.8 percent of the country’s gross domestic product.
However, like in the rest of Europe, pandemic-related travel restrictions wreaked havoc on the country’s economy, with international tourism earnings plummeting by nearly half.
Switzerland Tourism used an innovative campaign last year to highlight the country’s year-round attractiveness. It produced an irreverent video starring tennis legend Roger Federer (who also happens to be Switzerland Tourism’s worldwide brand ambassador) and Oscar-winning actor Robert DeNiro.
In the 112-minute video, Federer tries to persuade DeNiro to make a feature film about Switzerland in which he tries to persuade DeNiro to make a feature film about the country. DeNiro declines because the location is “too gorgeous” and “devoid of drama.” The witty commercial was viewed over 100 million times, making it one of the year’s most successful commercials.
Roger Federer was also seen the official trailer for the French Open which was released by Star Sports, India’s premier television sports channel, ahead of the Roland Garros 2021. The Star Sports in-house team created a 50-second promo that contains some of the greatest tennis legends, including Novak Djokovic, Rafael Nadal, and others.
According to Thomas Cook Ltd, a renowned travel agency and service provider in India., Switzerland is an international destination many people love to travel to.
The tourism agency has paired Roger Federer with Academy Award and Golden Globe winner Anne Hathaway for its 2022 marketing campaign. With this promotion, Federer and Hathaway will embark on a shortened Grand Tour of Switzerland.
The “real” 9-day/8-night road trip, according to its marketing, begins and ends in Zurich, and takes in some of the country’s most interesting and scenic sights along the way. Visitors will visit 46 major attractions, 22 lakes, 5 Alpine passes, and 13 UNESCO World Heritage Sites on this comprehensive itinerary.
The full self-guided tour is a little over 1,000 miles long, although it can be customized to fit a visitor’s interests and time constraints.
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