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.
What's Driving This Trend
- 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.
- 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.
- 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.
Who This Affects Most
- 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.
- 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.
- 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.
