Roger Federer becomes the brand ambassador of Switzerland Tourism (ST). They will together develop initiatives to promote Switzerland globally. “Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us”, said ST’s CEO, Martin Nydegger. The support is much needed at this time, emerging from the biggest tourism crisis since the Second World War.
Roger Federer said, “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. To join forces with ST now is a logical step for me. My favourite place has always remained Switzerland. It’s the country I miss the most, when I’m travelling.” The compensation for Roger Federer ‘s appearances as new ambassador for ST goes to the Roger Federer Foundation supporting disadvantaged children in Switzerland.
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. Communication activities will begin throughout the month of April with a focus on European cities followed by the USA and Asia Pacific, specifically India.
