The Swiss countryside is getting a boost from two unlikely tourism promoters: tennis legend Roger Federer and comedian Trevor Noah. The pair recently starred in a collaborative advertisement for the Grand Train Tour of Switzerland, a campaign that’s already generating buzz for its humor and effectiveness.
The ad, released in December 2024, playfully depicts Federer and Noah attempting to film a traditional Swiss tourism spot, only for things to go delightfully awry. According to reports, the concept centers around the duo boarding the “wrong train” while debating the merits of the ad itself – questioning whether it’s funny or even necessary. This initial mishap unfolds into a showcase of Swiss punctuality, hospitality, and the country’s breathtaking scenery.
Both Federer and Noah, who share Swiss heritage, appear to be enjoying the ride, quite literally. The commercial highlights the charm of traveling through Switzerland by rail, emphasizing the ease and beauty of experiencing the country’s diverse landscapes. The ad’s success lies in its ability to feel authentic and unforced, sidestepping the often-clichéd tropes of traditional tourism campaigns.
The response to the ad has been overwhelmingly positive. Commenters online have praised its cleverness and effectiveness, with many expressing a newfound desire to experience the Grand Train Tour firsthand. This clip is brilliant and I am definitely going to travel on that train in Switzerland in the near future. Excellent work,
one commenter wrote. Another noted, Usually, I hate tourism ads because they’re always so clichéd and unoriginal, but this one hooked me from the beginning.
A third simply stated, Switzerland is such a beautiful country, and this ad singlehandedly convinced me so. Looking forward to this train ride sometime in the future! 🙂
The sentiment is consistent: the ad isn’t just selling a train tour. it’s selling an experience.
This isn’t Federer’s first foray into promoting Swiss tourism. Following his retirement from professional tennis in 2022, he has continued to serve as a brand ambassador for Switzerland Tourism. He previously appeared in ads alongside Robert De Niro in 2021 and Anne Hathaway in 2022, further solidifying his role as a national icon and advocate for his homeland.
Simon Bosshart, Chief Markets Officer East for Switzerland Tourism, explained the rationale behind choosing Federer as a long-term ambassador. After an incomparable tennis career, Roger Federer retired from top-level tennis last year. However, he is and remains a brand ambassador for Switzerland Tourism. That makes sense, because Roger Federer was, is and will remain not only the greatest Swiss sportsman, but also the best ambassador for the country,
Bosshart stated. He further emphasized Federer’s consistent ability to set new standards for national tourism advertising.
The collaboration with Trevor Noah adds another layer of appeal to the campaign. Noah, a South African comedian who gained international fame as the host of The Daily Show, brings a unique perspective and comedic timing to the advertisement. His presence broadens the ad’s reach and introduces Switzerland to a new audience.
The Grand Train Tour of Switzerland itself is a meticulously planned route that showcases the country’s most stunning landscapes. The tour covers over 1,200 kilometers of railway, passing through mountains, valleys, and picturesque towns. It includes access to panoramic trains, offering passengers unparalleled views of the Swiss Alps and other natural wonders.
The success of this ad campaign highlights a growing trend in tourism marketing: leveraging celebrity endorsements in a way that feels genuine and engaging. Rather than simply featuring a celebrity in a picturesque setting, the ad with Federer and Noah creates a narrative that resonates with viewers. The humor, the self-awareness, and the emphasis on authentic experiences all contribute to its effectiveness.
Trafalgar Tours was selected as the launch partner for the campaign, a testament to their established presence in the Swiss tourism market. The partnership allows Trafalgar to offer its customers exclusive access to the Grand Train Tour and other Swiss experiences.
The ad’s impact is already being felt, with potential travelers expressing increased interest in visiting Switzerland and experiencing the Grand Train Tour. The campaign serves as a reminder of the power of effective storytelling and the enduring appeal of Switzerland’s natural beauty and cultural charm. The ad’s creators have tapped into something special, creating a piece of content that is both entertaining and persuasive – and, perhaps, the greatest tourism ad ever made
, as Upworthy suggests.
