# Mr Switzerland to Comfort World Cup Widows By Nigel Goodwin | Published 2006-04-13 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/mr-switzerland-to-comfort-world-cup-widows References: [news.yahoo](http://news.yahoo.com/s/nm/20060411/od_nm/women_worldcup_dc_ylt=ApMI.yr3k__sHmTCfz_8U7USH9EA_ylu=X3oDMTA5aHJvMDdwBHNlYwN5bmNhdA--) & [myswitzerland](http://www.myswitzerland.com) Switzerland is using male sex appeal to attract female tourists while their boyfriends and husbands take in the [beer-swilling football hooliganism](https://www.trendhunter.com/trends/the-twelve-pins) of the [World Cup soccer finals](https://www.trendhunter.com/trends/henkel-house) 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. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 87% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### 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. ## Related on Trend Hunter - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Romantasy-Inspired European Getaways](https://www.trendhunter.com/trends/acotar-switzerland-tour.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md)