This summer, Switzerland isn’t just hosting the UEFA Women’s EURO, Swiss International Air Lines (SWISS) is delivering a campaign that’s as refreshing as a cool alpine breeze. Far from merely sponsoring the event, SWISS is showcasing how their unique brand of hospitality can be a true game-changer, transforming even rival football enthusiasts into ardent Switzerland fans. This isn’t just about flying; it’s about fostering a sense of belonging that transcends borders and rivalries.
And since the Swiss national team won’t need flights to get to their matches, the airline brings something else to the table: genuine Swiss hospitality.
The essence of their strategy lies in what SWISS proudly calls their “superpower”: hospitality. As the official National Carrier, SWISS has launched a campaign built on humor, trust, and an undeniable passion for both football and their homeland. Their digital spot humorously illustrates this transformation, depicting international fans who, despite their national teams’ varying fortunes against Switzerland, find themselves charmed by Swiss hospitality and, ultimately, become fans of the country itself. It’s a clever twist on traditional sports marketing, proving that genuine connection can be more impactful than overt nationalism.
“Those who fly SWISS become Switzerland fans at heart,” is the poignant message underscored by their creative efforts. This campaign, spearheaded by SWISS’s Campaigns-Team under Cornelia Zehnder Späth and executed with their agency thjnk Zürich, demonstrates creative excellence in leveraging a major sporting event to reinforce core brand values. By making fans “feel at home” and highlighting the warmth of Swiss service, SWISS isn’t just transporting passengers; they’re cultivating ambassadors for Switzerland, one delightful journey at a time. This approach offers a compelling blueprint for brands looking to integrate themselves authentically into cultural moments.
Campaign Insights:
- SWISS’s Campaign Focus: Utilizes Swiss hospitality as a “superpower” for the UEFA Women’s EURO.
- Objective: To convert football fans into “Switzerland fans” through the SWISS travel experience.
- Key Themes: Humor, trust, passion, and team spirit, delivered with a surprising twist.
- Video Concept: Demonstrates how international fans embrace Switzerland after experiencing SWISS hospitality.
- Core Message: “Those who fly SWISS become Switzerland fans at heart.”
- Creative Team: Developed by SWISS’s Campaigns-Team and executed by thjnk Zürich.
Hopp Schwiiz – and hats off to SWISS.