The Swiss Tourism Board has created a tv-spot “for women only”. The video (opens .mpg) shows a series of good-looking and kind of sexy men welcoming the viewer to the country. As explained on Persoenlich (in German) the campaign idea is to target the wives of the men who will go crazy next June watching the World Football Championship. The campaign will mainly run in Germany and France, but also in other European countries. While your man drinks beer, watches 22 men running after a ball, and yells at the referee, come to Switzerland and enjoy its natural beauties… An unusal but smart idea to promote a country!
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