, Nico Hischier, Swiss Ambassador to the United States
A New Jersey Valais player in the NHL is preparing to celebrate the allure of his native Valais in a Switzerland tourism campaign in North America.
Switzerland has at least two ambassadors to the United States. Jacques Pitteloud, who has led the Swiss representation in Washington since 2019, and Nico Hischier, an Upper Wallace hockey player who has skated with New Jersey since 2017. It is the second one chosen by Suisse Tourism and Wallace/Wallis Promotions to highlight the attraction. of its native region across the Atlantic.
For several hours, on social networks, the Netters player has been one of the actors in a campaign that aims to reach new audiences, sports fans. And to encourage him to come and explore Switzerland.
The concept originated from a competition started 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 Tourism. Winner accompanied him to Netters where he grew up, to Brigg and Wisp where he began playing hockey. The group then climbed a glacier at Saas-Phee. The goal: “We wanted to create a unique experience, and thanks to Nico’s open and easy-going 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.”
Christy Flannery, American journalist
Invited to the event, journalist Christy Flannery, who covers Devils news on a daily basis, confirms: “In this unique environment, Nico was not the captain of an NHL team carrying the weight of his success on his shoulders. He was a young man of 24, happy and carefree, who remembered his childhood in Valais. Away from the stress of competition, the hockey player was able to express his authentic character, both with running shoes and a corkscrew or scraper blade.
Despite his qualities that have put him among the most complete players on the planet, Nico Hischier did not imagine for a second that one day he would be asked to be the promoter of his corner of the country. “I think people know me in the hockey world and I’m not a completely unknown face in New Jersey. All I want to do is play hockey. But if I can use my platform to do good work like this, even better.”
“My first objective was to give these two supporters a good time.”
He recalls memories of the day of filming in early August: “My first objective was to give these two pros a good time. My second goal was to show that Switzerland is really beautiful. I can assure you: the images are fantastic. At the end of the day, it was a pleasure to promote our wonderful Canton.”
Getting a little emotional: “Once back home, the winners wrote to tell me that the trip was fantastic and that they enjoyed this adventurous life.”
As far as Switzerland Tourism is concerned, which recently collaborated with Roger Federer, it is convinced that the Swiss athletes are powerful ambassadors of the “Switzerland” brand. “They represent typical Swiss values, being successful and popular while remaining humble and accessible,” says Manuela Hess. He works on the international scene and always enjoys spending time at his home in Switzerland. “This makes them valuable and authentic ambassadors.”
Who will be next?
Emmanuel Favre Deputy sports editor. With a degree in political science, he started his career as a journalist in 1994. He notably covered 10 Olympic Games and 11 World Ice Hockey Championships.more informations@emfavre