2025
Switzerland
Client: Swiss International Air Lines
Produced by: Mcqueen Films
Agency:
Category: Tourism Services
Entry Type: Promotional Video
“Connecting Cultures” is a cinematic docu-series by SWISS, portraying new long-haul destinations through individuals who link Swiss and local perspectives. In Washington D.C., hotelier Stephane Vogel shares insights shaped by two decades in the U.S.; in Seoul, fashion designer Nina Yuun explores identity through cultural duality; in Toronto, creative director Dom unveils the city’s eclectic, inclusive design and lifestyle scene.
To reframe the announcement of new long-haul routes as powerful cultural storytelling. By placing individuals with Swiss ties at the heart of each destination, the films aim to strengthen brand equity, foster emotional resonance, and position SWISS as more than a carrier— as a connector of worldviews, values, and cultures, aligned with the spirit of modern global citizenship.
Culturally engaged, cosmopolitan travelers aged 30–65 with mid-to-high income, living in Switzerland and major SWISS long-haul markets. They value authentic encounters, human stories, and purposeful travel. The project addresses both leisure and business travelers who appreciate depth, cultural relevance, and emotionally engaging content from a premium European airline brand.