Swiss enlist Schumacher to sell the Alps

Formula One champion Michael Schumacher has a soft spot for the Swiss alps Keystone Archive

Switzerland Tourism is gearing up to present a racier image to the world after enlisting the help of Formula One star, Michael Schumacher.

Photographs of Schumacher against the backdrop of the Aletsch glacier have just been released as part of a campaign to promote the Swiss Alps. The four-times world champion has agreed to become an ambassador for his adoptive home.

Switzerland Tourism manager, Eva Brechtbühl, said that Schumacher was keen to lend a positive voice to a country which has been experiencing some challenging times.

“Michael Schumacher realised that Switzerland is in difficult circumstances after the September 11 attacks in the US, the collapse of Swissair and the Gotthard incident,” Brechtbühl said.

“It was his strong wish to do something positive for this country in this difficult situation.”

International Year of the Mountains

As part of the United Nation’s forthcoming International Year of the Mountains, Schumacher will help Switzerland Tourism promote the country’s natural appeal. The driver, who is a nature lover, was the most suitable person for this role.

“Mr Schumacher is very involved with nature,” Brechtbühl said. “We turned to him because we want to actively promote our mountains as a holiday resort.”

Schumacher has agreed to lend his celebrity status free of charge. The German sports star has lived in the French-speaking canton of Vaud with his family for the past six years.

swissinfo with agencies