Nigel Goodwin — April 13, 2006 — Unique
References: myswitzerland & news.yahoo
Switzerland is using male sex appeal to attract female tourists while their boyfriends and husbands take in the beer-swilling football hooliganism of the World Cup soccer finals in neighboring Germany in June.
A television ad features images of Mr Switzerland 2005, along with well-built farmhands, mountain climbers, and -- get this -- lumberjacks. It even shows Mr Switzerland milking a cow. Sexy.
"Dear girls," invites the ad, "Why not escape this summer's World Cup to a country where men spend less time on football, and more time on you?"
The advertisement runs in Germany and France.
A television ad features images of Mr Switzerland 2005, along with well-built farmhands, mountain climbers, and -- get this -- lumberjacks. It even shows Mr Switzerland milking a cow. Sexy.
"Dear girls," invites the ad, "Why not escape this summer's World Cup to a country where men spend less time on football, and more time on you?"
The advertisement runs in Germany and France.
Trend Themes
1. Male Sex Appeal in Tourism - Opportunity for travel and hospitality industries to create marketing campaigns that highlight the sex appeal of men to attract female tourists.
2. Alternative Sports Tourism - Opportunity for emerging tourism markets to position themselves as an alternative destination for females who are not interested in attending traditional sports events.
3. Hyper-local Tourism - Opportunity for tourism markets to promote smaller local experiences such as farm life, mountain climbing, and lumberjack activities that appeal to female travelers seeking unique experiences.
Industry Implications
1. Travel and Hospitality - Opportunity for travel and hospitality companies to create packages and experiences that appeal to female travelers seeking alternative destinations and unique experiences.
2. Marketing and Advertising - Opportunity for marketing and advertising firms to create campaigns that showcase alternative tourism destinations that highlight local experiences and sex appeal of the male population.
3. Event Management - Opportunity for event management companies to create non-traditional events and festivals that attract women who are not interested in attending traditional sports events.
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