Skiing, anyone?

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Switzerland is trying to tempt women away from the snowy pistes of neighbouring countries by advertising a barechested ski instructor and a contest for ski lessons with the country's sexiest guys.

In a SFr 18 million campaign unveiled by the Swiss tourism board, Swiss ski instructor

Toni Betschart, 25, is sporting little more than ski pants and sunglasses.

"Our message is that Switzerland has much more to offer than beautiful winter landscapes," said the tourism board's Veronique Kanel.

Betschart, on the other hand...

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