Andermatt Holiday Region conquers Times Square

The Andermatt Holiday Region is attracting international attention: from 26 May 2025, a 15-second commercial will run for a week in the world-famous Times Square. With spectacular images of road cycling and the messages ‘We need a challenge’ and ‘We need Switzerland’, the destination is presented to an audience of millions.

What began as part of a creative marketing exchange became a reality. The region is using the stage in Manhattan to showcase its sporty, modern and natural side - in the midst of the lights of the global metropolis. Tourism Director Thomas Christen is delighted with the impact: ‘The fact that we, as a comparatively small destination, have been given the opportunity to showcase our message in such an iconic location as Times Square is a great moment for us.’

With this campaign, the holiday region is increasingly positioning itself as an attractive summer destination in addition to its established winter sports offering, especially for cycling enthusiasts, hiking fans and nature lovers.