Swiss beefcakes lure wives, girlfriends

Curt Nickisch Jun 2, 2006

TEXT OF STORY

MARK AUSTIN THOMAS: The World Cup kicks off one week from today. Host country Germany hopes for a big boost to its economy. But Curt Nickisch says a neighboring country wants to attract some cash from those left behind.

CURT NICKISH: While fans storm Germany and gaggles of ticketless men flock to their TV sets, Switzerland is hoping to cash in on their “soccer widows.” The Swiss tourism board is running spots in European markets showing hunky Swiss men at work.

[ Commercial: Dear girls, why not escape from this summer’s World Cup to a country where men spend less time on football — and more time on you! ]

My favorite: Mr. Switzerland milking a cow.

But the ad campaign may have backfired in Italy where some jealous men have reportedly bagged their trips to Germany to stay home with their women.

I’m Curt Nickisch for Marketplace.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.