After years of positively representing Switzerland through his sporting excellence and friendly, down-to-earth demeanor, Roger Federer has now become an official brand ambassador for the destination of Switzerland.
He is getting into long-term cooperation with the Swiss national tourism board, Switzerland Tourism (ST). Their common goal is to attract guests to visit Switzerland with its energizing nature.
Roger Federer and Switzerland Tourism (ST) will together develop initiatives to promote Switzerland globally. The support is much needed at this time, emerging from the biggest tourism crisis since the Second World War.
Nobody is more equipped to do so than this iconic personality wearing the Swiss Flag, officials at ST are convinced. “This is a perfect match because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career” explains Switzerland Tourism’s CEO, Martin Nydegger.
“I have always felt, whenever I step on the court, I am representing Switzerland. Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me” says Roger Federer in a conversation with Nydegger. Both are excited to start this long-term partnership.
Communication activities will begin throughout the month of April with a focus on European cities followed by the USA and Asia Pacific, specifically India. A series of visuals and short clips will showcase Roger Federer being energized by Swiss nature.
On MySwitzerland.com, guests will be able to discover Switzerland through Roger’s eyes. He presents his preferred places, Swiss highlights as well as hidden gems. “I have been all over the world. My favourite place has always remained Switzerland. It’s the country I miss the most when I’m travelling” confesses Federer.