SWISS soars ahead
Switzerland's new national carrier, SWISS, is focusing on building strong brand awareness at the ATM.The newly designed SWISS stand will incorporate the airline's recently launched logo and branding, as well as concepts associated with Swiss values. The stand, which was designed in Zurich especially for the ATM, will be found in the European Quarter, stand 923. The stand is to be staffed by representatives dressed in the new SWISS uniforms and feature innovative red and transparent cube modules and wood detailing to emphasise the corporate identity and the Swiss values of reliability, friendliness and elegance. Commenting on plans for this year's ATM, SWISS marketing manager for the Middle East & Asia, Werner Rohrer, said: "We have created a new airline and a new brand that we hope will reaffirm regional confidence in Swiss aviation. The values of Switzerland are as relevant now as they were before and we hope to demonstrate these here at ATM 2002." SWISS brought in the respected design consultant Tyler BrulŽ, Creative Director of Wink Media in London, to create the new brand concept and update the airline's visual appearance. "Our focus is on building a carrier that is profitable and sustainable in the long-term, but the brand itself is also important because it shows not only who we are and what our values are but where we intend to go in the future," added Rohrer. SWISS, which was officially launched on March 26, operates a total of 31 weekly flights from the Middle East, including daily flights from Dubai, six weekly flights from Cairo, four weekly flights from Karachi, three weekly flights from Riyadh, Muscat, Tehran and Abu Dhabi, and two weekly flights from Jeddah. "The ATM is an excellent opportunity to promote SWISS as it falls just before the summer, which is the most popular time of the year for Middle East holidaymakers to travel abroad. This year we plan to launch several new promotions - especially focusing on families and the Arab traveller - and hope that our passengers can enjoy the new experience of flying to Europe or the USA with SWISS," concluded Rohrer. The airline now has a total fleet of 128 planes operating to 122 destinations in 60 countries, and is focused on providing excellent service in an innovative and cosmopolitan atmosphere.