Tourism in Switzerland is an important sector of the Swiss economy. Generating 2.8% of the country’s gross domestic product, in part due to the popularity of winter sports. In 2022, Roger Federer along with Anne Hathaway is stepping up to promote tourism in his country.
Due to Covid-19 and pandemic-related travel restrictions, the economy took a heavy toll on the country. Like rest of Europe, the revenue from international tourism fell by almost 50%.
The Swiss tennis legend previously starred with Robert de Niro in the “No Drama” ad for Switzerland Tourism. Although it did not become a box office hit, he has returned for a second film with Anne.
Roger Federer features in an advertisement with Anne Hathaway for tourism
Last year, Switzerland Tourism invoked a brilliant strategy to draw attention to the country’s year-round beauty. They created an scenic video — starring tennis great Roger Federer (the global brand ambassador of Switzerland Tourism) along with Oscar-winning actor Robert DeNiro.
For the 2022 advertisement campaign, the tourism agency has paired Roger Federer with Academy Award and Golden Globe winner Anne Hathaway. This promotion takes Federer and Hathaway on a much-abbreviated Grand Tour of Switzerland.
The promoting in the ad starts and ends in Zurich. It showcases some of the country’s most interesting and scenic attractions. The tour takes visitors to 46 top attractions, 22 lakes, 5 Alpine passes, and 13 UNESCO World Heritage sites.
In the released video – in the two-minute promotion, Federer and Anne Hathaway embark on the Grand Tour of Switzerland that showcases the majesty of Switzerland. They take in the stars past lakes, scenic castles, and breath-taking mountain passes.
Roger Federer really enjoyed working with Anne Hathaway. He said, “It was an absolute privilege to spend time with a global superstar like Anne. I was somewhat unsure of myself next to a talent like that, but she was able to give me a lot of tips and couldn’t have been nicer ore more patient with my acting.”
Anne Hathaway has come out as a Switzerland fan and praised its people. She said, “Before we started filming, I was in the Swiss mountains with my family, and not only was it beautiful, but everyone there was so polite, nice, considerate and – it’s actually true – very punctual.”