Product Overview

Set in December 2023, this case explores Switzerland Tourism’s (ST’s) multi-year advertising campaign with tennis star Roger Federer. ST and Federer initially collaborated in 2021 with a YouTube video featuring Federer and Hollywood star Robert De Niro. Over the next two years, ST continued its strategy of producing long-form YouTube videos featuring Federer and a celebrity. The case asks students to step into the shoes of ST CMO André Hefti as he contemplates the ideal strategy for the organization’s 2024 campaign. Hefti must review the metrics from the previous campaigns and determine whether he should make any adjustments to the 2024 campaign. As he makes his decision, he must consider ST’s digital media channels, priority geographic regions, target audience, and broader digital advertising trends.