On 24 September 2022, the exceptional athlete Roger Federer celebrated his retirement from professional tennis. 20,000 fans at the O2 Arena in London and an audience of millions watching the event on TV feverishly supported him and his doubles partner Rafael Nadal. At the same time, always well visible on the sideline boards: the gold flower of Switzerland Tourism ST.

As the official holiday destination of the Laver Cup, ST advertised not only on the court but also generally at the venue, in London itself and digitally. For example, with a large stand in the fan zone dedicated entirely to the Grand Tour of Switzerland. This was the focus of the global Federer campaign in 2022. To the delight of his many fans, the maestro naturally did not miss the opportunity to pay a visit to the stand himself (see LinkedIn post) including a test drive on the mini-touring track with the model car. More than 8,000 visitors were inspired at the stand. With London buses wrapped with advertising banners and a taxi that operated in the centre of London, ST was visible even outside the tennis arena.

Twitter campaign reaches 28 million advertising contacts

ST was also active on social media in the run-up to, and during all three days of the Laver Cup, including two competitions for a meet & greet with Federer, touring holidays in Switzerland and for Laver Cup tickets. The main platform used was Twitter since this social media channel is the most popular in the field of sports. LinkedIn, TikTok, Instagram and Facebook were also used sporadically. ST generated 183,000 social media contacts as a result, which is above common organic benchmarks. In addition, paid posts on Twitter reached nearly 28 million advertising contacts. Thanks to the two competitions, ST achieved above-average click-through and view-through rates. A total of just under 13,000 people took part in the competition.