As the E.U. announced that it’ll likely be opening up to American this summer, Switzerland launched its new tourism campaign featuring Roger Federer and Robert De Niro.
On April 2021, Tennis ace Roger Federer named as an official Switzerland’s brand ambassador. Roger Federer is teaming up with Switzerland Tourism (ST) and working to develop initiatives to promote Switzerland globally. With the pandemic proving resurgent in parts of the world, the STxFederer campaigns begin in April 2021 with a focus on Europe, followed by the USA and then, Asia.
On the new campaign, No Drama, Switzerland Tourism’s new ambassador Roger Federer joined by legendary actor and Oscar winner Robert De Niro. In the short film, De Niro turns down an invitation by Federer to be part of a movie about Switzerland. He thinks, the destination is pure, impressive and utterly beautiful – but there is no drama in Switzerland, something De Niro focuses his acting upon.
According to Switzerland Tourism, adding the touch of Hollywood to the tourism campaign could bring more attention to Switzerland. The film itself was shot last fall in Zermatt, Switzerland, and New York, USA.