Media Agency Group and Switzerland Tourism Roll Out Summer Travel Campaign Merging Iconic Swiss Destinations with the Energy of Women’s Football: New Update

Switzerland Tourism has launched an immersive promotional campaign in the United Kingdom, in partnership with Media Agency Group (MAG), to celebrate its role as the host nation of the UEFA Women’s EURO 2025. The campaign is a strategic effort to present Switzerland as a compelling, year-round travel destination to UK audiences. With striking visuals across public transport and digital platforms, the initiative delivers a strong message: Switzerland is the home of adventure, sustainability, and world-class sportsmanship.

Secured through a competitive pitch process, the campaign was conceptualized and executed by MAG, an international advertising agency with a strong record in destination marketing. The campaign is running across London and parts of Wales, utilizing a high-impact mix of wrapped double-decker buses, fully branded black taxis, and expansive digital out-of-home screens. The objective is to build excitement around Switzerland’s hosting of the UEFA Women’s EURO 2025 while enhancing its image as a must-visit destination among British and Welsh travelers.

The rollout was timed to align with key events in the women’s football calendar. From the Women’s FA Cup Final between Manchester United and Chelsea to England’s pre-tournament match against Portugal at Wembley Stadium, the campaign’s presence was amplified during peak football moments. These placements ensured visibility among football fans, families, and potential summer travelers, capturing their imagination and generating interest in the Alpine nation.

The campaign celebrates the synergy between sport and travel. It highlights Switzerland’s identity as a nation with deep sporting traditions and a haven for outdoor exploration and cultural discovery. Football serves as a narrative gateway, drawing audiences into the broader story of a country known for its lakes, mountains, charming cities, and commitment to sustainability.

Visual assets prominently feature Switzerland’s most iconic landscapes—from the Matterhorn’s snow-covered peaks to the tranquil shores of Lake Geneva—interwoven with sports imagery that emphasizes the country’s central role in the UEFA Women’s EURO 2025. Campaign slogans invite viewers to follow their passion and experience the spirit of the game, encouraging connections to both the sport and the destination.

Switzerland Tourism’s regional director emphasized the dual purpose of the campaign. Hosting UEFA Women’s EURO 2025 presents an opportunity not only for international sport but for global exposure to the nation’s travel offerings. The campaign introduces English and Welsh travelers to Switzerland’s diverse experiences—from alpine hiking to urban exploration—while supporting the growing platform of women’s sport.

The campaign is also part of a broader effort to promote Switzerland as a destination rooted in sustainability, adventure, and cultural richness. It showcases the country’s commitment to environmentally conscious tourism, inclusive values, and dynamic lifestyle offerings that resonate with modern travelers.

MAG brought its global expertise and creative capabilities to the project, applying its understanding of geographic targeting, audience behavior, and event-driven marketing. The agency ensured Switzerland Tourism’s message would reach audiences at the right moments and in the right places.

The campaign was designed to tell Switzerland’s story in a visually compelling and culturally relevant way. Deploying creative assets in high-traffic areas during major football events helped maximize engagement and visibility. Switzerland’s invitation to explore reached audiences who value passion, travel, and authentic experiences.

Each campaign element introduces audiences to Switzerland through personalized narratives. From athletic escapades in alpine regions to tranquil city retreats in Zurich or Lucerne, the messaging appeals to travelers of various interests. The campaign positions Switzerland as a destination that seamlessly blends adventure and relaxation.

In addition to physical advertising, the campaign includes a strong digital and social media strategy. Influencers and travel content creators are sharing immersive content, including destination highlights and event coverage, to offer deeper insights into what awaits in Switzerland. The digital layer adds interactivity and amplifies reach across platforms.

Switzerland Tourism views the UEFA Women’s EURO 2025 as a launchpad for long-term engagement. By using this high-profile event to showcase the country’s natural beauty, infrastructure, and vibrant cities, the campaign encourages visitors to consider Switzerland not only for sports tourism but for cultural exploration, sustainability experiences, and family holidays.

The initiative also highlights Switzerland’s support for inclusivity and empowerment in sports. Aligning the campaign with the UEFA Women’s EURO 2025 underscores the nation’s progressive stance on gender equity and its investment in the future of women’s football.

Switzerland’s reputation for scenic splendor, efficient infrastructure, and hospitality is well known. This campaign adds a new dimension by connecting those strengths to the emotional appeal of sport. It transforms the upcoming football tournament into a national showcase for everything Switzerland stands for—natural excellence, vibrant culture, and a commitment to shared global experiences.

The timing of the campaign couldn’t be more effective. As international travel gains momentum and interest in women’s football continues to soar, the convergence of both creates a powerful platform for storytelling and engagement. Switzerland’s campaign captures that momentum and transforms it into an invitation.

With vivid bus wraps traveling through London’s neighborhoods, branded taxis navigating busy streets, and massive digital displays illuminating public spaces, the campaign integrates seamlessly into the fabric of city life. It evokes a sense of movement, possibility, and discovery.

The collaboration between Switzerland Tourism and Media Agency Group delivers a clear, unified message: Switzerland is open, exciting, and ready to welcome the world. The campaign not only celebrates sport but invites people to create their own stories in a country defined by beauty, innovation, and cultural depth.

As anticipation builds for UEFA Women’s EURO 2025, Switzerland’s presence across UK cities serves as both a celebration and a call to action. It’s an opportunity for fans and travelers alike to witness the power of women’s football and discover the destination behind the tournament. Through its vivid storytelling and strategic reach, the campaign promises to leave a lasting impression long after the final whistle blows.