Switzerland Tourism is once again partnering with tennis legend Roger Federer, and this time, they’ve added a Hollywood heavyweight to the mix: Oscar-winning actress Halle Berry. The duo star in a new short film, Beautiful Autumn
, designed to showcase the allure of Switzerland during the fall season.
The collaboration, announced on , marks the fifth campaign between Federer and Switzerland Tourism. This time, however, Federer isn’t alone in promoting the country’s scenic beauty. Berry’s involvement aims to broaden the appeal of Switzerland as a travel destination, particularly to audiences in key international markets like the United States, United Kingdom, Germany, India, South-East Asia, and Japan.
The film, shot amidst the breathtaking landscapes of Lake Lucerne, presents a humorous narrative. Berry playfully attempts to delay the film shoot, captivated by the beauty of Switzerland and eager to extend her stay. This lighthearted approach underscores the campaign’s message: Switzerland offers a compelling experience that visitors won’t want to leave.
According to André Hefti, Chief Marketing Officer at Switzerland Tourism, the film highlights the strengths of autumn travel in Switzerland: longer, higher-quality stays and more mindful travel – the essence of Travel Better,
he stated. This emphasis on quality over quantity reflects a broader trend in the tourism industry, with travelers increasingly seeking immersive and meaningful experiences.
The campaign comes as Switzerland experiences a surge in autumn tourism. Between and , hotel overnight stays from September to November increased by 10.3%, exceeding the overall annual growth rate. Mountain regions, such as Graubünden and Valais, have seen particularly strong gains, with increases of 8.2% and 8.5% respectively. The United States has emerged as a key driver of this growth, with a remarkable 34.8% jump in overnight stays – a rise of 213,005 visitors.
The film, directed by German/Swiss filmmaker Marc Forster, features scenes set on iconic Swiss transport modes – a panoramic cable car, a vintage postbus, and a boat – showcasing the country’s natural splendor. This integration of transportation into the narrative emphasizes the ease and convenience of exploring Switzerland’s diverse landscapes.
This isn’t the first time Federer has partnered with Switzerland Tourism. His previous campaigns have consistently aimed to highlight the country’s appeal as a premier travel destination. Berry’s addition brings a new dimension to the partnership, leveraging her global recognition and appeal to attract a wider audience.
The Beautiful Autumn
campaign isn’t just about showcasing scenic beauty; it’s about promoting a shift in travel philosophy. Switzerland Tourism is actively encouraging Travel Better
, advocating for longer stays and more mindful exploration. To support this vision, they’ve partnered with Travel Switzerland to promote the Swiss Travel Pass, offering convenient and cost-effective access to the country’s extensive public transportation network.
The collaboration between Federer and Berry is a strategic move by Switzerland Tourism to capitalize on the growing popularity of autumn travel. By leveraging the star power of two globally recognized figures, the campaign aims to position Switzerland as a must-visit destination for travelers seeking a unique and enriching experience. The film is currently available on YouTube, offering a glimpse into the beauty of Swiss autumn and the charm of its iconic landscapes.
Berry, who won an Oscar in for her role in Monster’s Ball
, has starred in numerous blockbuster films, including Die Another Day
, the X-Men
franchise, and Catwoman
. Her presence in the campaign is expected to resonate with a broad demographic, further amplifying its reach and impact.
The success of previous campaigns featuring Federer demonstrates the effectiveness of celebrity endorsements in promoting tourism. By combining Federer’s established relationship with Switzerland Tourism and Berry’s widespread appeal, the Beautiful Autumn
campaign is poised to further elevate Switzerland’s profile as a world-class travel destination.
