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Roger Federer teams up with Switzerland Tourism
While for years he has always represented Switzerland positively through his sporting excellence, his friendly attitude and his simplicity, Roger Federer now becomes official brand ambassador for the Swiss destination. It engages in long-term cooperation with the national tourism organization Switzerland Tourism (ST). The common goal: to encourage guests to visit Switzerland and enjoy its nature, a source of energy.
photo_RF_hiking Swiss_Alps_©Roger Federer.
Roger Federer and Suisse Tourism (ST) will jointly develop initiatives to promote Switzerland throughout the world. This support is particularly valuable now, as tourism is just emerging from the biggest crisis it has experienced since World War II. The managers of ST are convinced that no one is better equipped to take on this role of ambassador than this emblematic personality who has never ceased to carry the colours of Switzerland. “This collaboration is ideal, because Switzerland and its unspoiled nature clearly played a role in Roger’s unique career,” explains Martin Nydegger, Director of ST. “I always had the feeling that I represented Switzerland when I entered the court. I am used to seeing a Swiss flag appear next to my name. I was very proud of it in my first 22 years on the tour and it will always be so. Joining forces with ST is a logical step for me, “said Roger Federer in an interview with Martin Nydegger. Both are excited to begin this long-lasting partnership.
“Energized by Swiss nature”
photo_discussion_RF_MNydegger
Communications activities will begin in April, targeting European cities first and then the United States. A presence in Asia is also planned for later this year. A series of visual aids and short videos will show Roger Federer “energized” by Swiss nature. At MySwitzerland.com, guests can experience Switzerland through Roger’s eyes. There, he will share his favourite places, including must-see Swiss sites, but also some hidden treasures. “I have travelled the whole world. My favourite place has always been Switzerland. It’s the country I miss the most when I am traveling, ”says Roger Federer.
The stage is set
“Switzerland Tourism and Roger Federer share many values. This partnership is a unique opportunity and is of major importance to us. Differentiating yourself, while recovering from past and future hardships, is an adventure that will include many highlights, ”emphasizes Martin Nydegger. Roger Federer is very motivated to support his country, which he does for a charitable cause. All compensation for his appearances as the new ST ambassador goes to the Roger Federer Foundation, in order to help underprivileged children in Switzerland. The scene is set: Switzerland Tourism and Roger are ready to officially become partners.
