Situation:

After two long years of pandemic-related travel restrictions, people are eager to explore again, see a lot and discover new places. With the threat of climate change, travellers seek sustainable means to enjoy a country. Switzerland is the land of sustainable travel. With its extensive public transportation network of trains, buses, and boats you get to explore familiar highlights and faraway valleys. The Grand Train Tour of Switzerland merges the most of those beautiful panoramic lines into a 1280-kilometer round trip

Brief:

The spectacular Grand Tour of Switzerland is to be promoted with a global campaign featuring Roger Federer.

Objectives:

The main goal was to raise international awareness for Switzerland as an attractive destination and showcase how beautiful travelling by train can be. With the help of our prominent brand ambassador, an internationally well-known co-star and a catchy storyline we wanted to achieve a big international media buzz.

Roger Federer was able to recruit the US comedian Trevor Noah this year to shoot a commercial. Unfortunately, the two of them board the wrong train during the shoot and experience the "ride of a lifetime". Because the Grand Train Tour is an unforgettable experience even if one undertakes it unintentionally. Or in other words: In Switzerland, you're never on the wrong train.

The campaign is the most successful marketing campaign in the history of Switzerland Tourism. The YouTube version alone has been viewed over 82 million times and has received overwhelming feedback both nationally and internationally: 99% of the comments are positive. Media all over the world covered the campaign and generated a total of more than 260 million unpaid media contacts and the paid marketing campaign added up to more than 827 million contacts so far. With a 59% increase in Swiss Travel Passes (=nation wide Train Tickets) sold compared to the same period last year and a revenue of more than 24 million Swiss francs in one month, a new all-time record was set for rail tickets for international guests and significantly contributed in reaching our sustainability goals.