SWITZERLAND’S new national airline Swiss is to embark
on a UK trade and consumer advertising campaign to build brand awareness when
it is launched this weekend.
Swiss will take to the skies pledging to flood the
market with attractive fares for leisure and business passengers to rebuild
confidence and return the ‘Swissness’ to the national carrier.
It has also promised to ‘over invest’ in distribution
channels and rely heavily on travel agents to support its business. The airline
is offering a flat 7% commission across all cabins with overrides based on
volume. And the carrier claims to have contracts in place with 1,000 corporates
in the UK and around the world.
The marketing blitz will include TV advertising
focusing on the new corporate identity and on-board service.