An ideal vacation comes free of drama, and Switzerland understands this well. In their latest film, the tourism board drives this notion further with the help of brand ambassador Roger Federer, and Oscar-winning actor, Robert De Niro. By Bayar Jain
Switzerland, while largely perfect, comes with a flaw: it’s devoid of drama. And the recently-released film by the country acknowledges this.
In the film, global tennis star and the country’s official ambassador, Roger Federer, is joined by Oscar-winning actor, Robert De Niro. The pivotal role, however, resides with Switzerland and its surreal environs. The minute-and-a-half-long video revolves around an invitation by Federer to request De Niro to shoot a fictional movie at the European nation; an offer which the American actor turns down. The reason, he states, is the lack of drama in the country. The destination, to him, is too pure, impressive, and utterly beautiful!
In reality, though, De Niro is all hearts for Switzerland. “I’m tempted to discover Switzerland’s natural beauty soon—maybe together with Roger,” reveals the American actor.
Speaking about this cleverly designed storyline, Switzerland Tourism’s brand ambassador says, “I’ve admired Robert De Niro’s work for quite some time now, but I wasn’t sure he’d agree to be a part of our Swiss project. I’m very excited it worked out so well.” Federer feels this global campaign, when paired with Hollywood’s support, is a great means to highlight the country’s beauty—a space the tennis champion, too, is extremely proud of. Martin Nydegger, CEO of Switzerland Tourism, agrees. “Adding this touch of Hollywood to our campaign will bring more attention to Switzerland and its dramatically beautiful nature.”
This, however, is just a glimpse of the larger campaigns in the pipeline along with the tourism board’s ambassador. While the film is available for viewers worldwide, Switzerland Tourism’s new website features Roger’s Choice—a variety of Swiss experiences picked by the multi-time Grand Slam winner. Ranging from relaxing to re-energising, to even surreal… Switzerland houses it all.