Nico Hischier, Swiss Ambassador to the United States, Promotes the Charms of Valais in Switzerland Tourism Campaign

– Nico Hischier, Swiss Ambassador to the United States

The Valais player from New Jersey, in the NHL, is preparing to extol the charms of his native Valais in a Switzerland Tourism campaign in North America.

Published today at 4:58 p.m.

Nico Hischier took American New Jersey Devils fans to a glacier in Saas-Fee.

PENTAMEDIA

Switzerland has at least two ambassadors to the United States. Jacques Pitteloud, who has headed the Swiss representation in Washington since 2019, and the Upper Valais hockey player Nico Hischier who has been skating with New Jersey since 2017. This is the second that Suisse Tourisme and Valais/Wallis Promotion have chosen to extol the charms of its native region across the Atlantic.

Nico Hischier swaps his skates for walking shoes in Saas-Fee.

PENTAMEDIA

For several hours, on social networks, the player from Naters has been one of the actors in a campaign which aims to reach a new audience, sports fans. And to encourage him to come and discover Switzerland.

The concept began with a competition launched in the New Jersey Devils environment. “We allowed two club supporters to spend a day with Nico in Valais,” explains Manuela Hess, media relations manager at Suisse Tourisme. The winners accompanied him to Naters where he grew up, to Brig and to Visp where he started playing hockey. The group then hiked a glacier in Saas-Fee. The goal: “We wanted to create a unique experience, and thanks to Nico’s open and unpretentious personality, everyone had a great day.”

“In this unique environment, Nico was not the captain of an NHL team with the weight of his success on his shoulders.”

Kristy Flannery, American journalist

Invited to the event, journalist Kristy Flannery, who covers Devils news on a daily basis, confirms: “In this unique environment, Nico was not the captain of an NHL team with the weight of his success on shoulders. He was a young man of 24, happy and carefree, who remembered his childhood in Valais. Far from the stress of competition, the hockey player was able to express his authentic character, both with walking shoes and with a corkscrew or scraper blade.

The aperitif time has come.

PENTAMEDIA

Despite his qualities which have propelled him into the circle of the most complete players on the planet, Nico Hischier had not imagined for a single second that he would one day be asked to become a promoter of his corner of the country. “I understand that people know me in the hockey world and that my face is not completely unknown in New Jersey. What I want to do is play hockey. But if I can use my platform to do good things like this, all the better.”

“My first objective was to give these two supporters a good time.”

Nico Hischier

He looks back on the memories of the day of filming at the beginning of August: “My first objective was to give these two supporters a good time. My second goal was to show that Switzerland is truly beautiful. I can assure you: the images are superb. At the end of the day, promoting my magnificent canton was a pleasure.”

Nico Hischier spent a day in Valais with Devils supporters who came specially from New Jersey.

PENTAMEDIA

A bit moved: “Once back home, the winners wrote to me to tell me that the trip was fantastic and that they enjoyed living this adventure.”

As for Switzerland Tourism, which has already collaborated with Roger Federer in the recent past, it is convinced that Swiss athletes are powerful ambassadors for the “Switzerland” brand. “They represent typical Swiss values, are successful and popular while remaining modest and accessible,” notes Manuela Hess. They operate on the international scene and always enjoy spending time at home in Switzerland. This makes them valuable and authentic ambassadors.”

Who will be the next one?

On the same topicEmmanuel Favre is deputy sports editor. With a degree in political science, he began his career as a journalist in 1994. He notably covered 10 Olympic Games and 11 Ice Hockey World Championships.More info@emfavre

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2023-09-16 14:58:45


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