This commercial (shown in Germany, France, England and other countries) features great looking Swiss men who smile charmingly at the camera while doing their everyday jobs. Voice over: "Dear girls, why not escape during this summer's World Cup to a country where men spend less time on football - and more time on you. Fade in: Switzerland.

Showing this particular film at the Berlin New Year’s Eve show was guaranteed to generate PR. The women who received the film from us by email were known to be the right recipients for that type of message (they are all crazy about good looking guys). The combination of the two guaranteed that the film got to the right people, the right online platforms and was picked up by television, radio and print media.

The respsonse was enormous.Media in Germany, Austria, Switzerland, France, UK and Holland reported on it. Long articles and 5 minute reports on television and radio.Blogs from around the world (US, Australia etc.) discussed the commercial. Online portals voted for the most beautiful Swiss man. Number of clicks on myswitzerland.com skyrocketed.