Switzerland enlists Anne Hathaway for new brand campaign

The Princess Diaries starlet stars alongside Ambassador Roger Federer

Switzerland Tourism’s latest brand campaign featuring global brand ambassador, Roger Federer, alongside Oscar award winner, Anne Hathaway, has racked up more than 6 million views since launching two days ago.

Building on the success of last year’s campaign which featured Federer and Hollywood mega-star Robert De Niro (which has been viewed over 100 million times globally), the new focus is centred around the Grand Tour of Switzerland itinerary.

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The film featuring Federer and Hathaway showcases Switzerland’s mountain passes, lakes, castles, and a powerful film score, with the irony being the tennis ace and actress are all but edited from the film, leaving the Grand Tour of Switzerland as the showstopper.

“The director’s reasoning: no one upstages the Grand Tour of Switzerland, no one is more visually stunning than Swiss landscapes,” Switzerland Tourism quipped.

Vue sur la Cité, le lac, les Alpes | Credit: Switzerland Tourism

In addition to the film, different promotional materials will be used under the slogan “I need the roadtrip of a lifetime. I need Switzerland.” throughout 2022.

The diversity of Switzerland’s nature will be showcased along the Grand Tour of Switzerland, an unforgettable road trip packed with the best of Switzerland. Naturally, this road trip can also be enjoyed very sustainably by travelling in an electric car, as the whole tour is fully electrified. To make the trip even more memorable, Roger Federer will be the official guide on the number one road trip of the Alps and will present his personal favourite routes on a corresponding website.

Bivio, Julier Pass | Source: Switzerland Tourism

The Grand Tour of Switzerland is a 1,643-kilometre round trip through Switzerland, incorporating 8 stages, over 5 Alpine passes, past 22 lakes and all 13 Swiss UNESCO World Heritage sites or biospheres.

Lead image: Behind the scenes of Switzerland Tourism’s new brand campaign | Credit: Anne Hathaway/Facebook

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