The name of the new Swiss national airline was revealed on Thursday. The new carrier is intended to replace Swissair, which failed following the September 11th attacks and will be wound up later this year. It will be called...Swiss.
This vastly different and imaginative name was in part the brainchild of Canadian style guru, Tyler Brule, who was brought in by the former regional operator Crossair and the Swiss authorities to help rebrand the new national carrier.
According to the airline, 'Swiss' will represent an end to economy class travel, and the reintroduction of luxury and quality into the flying experience. However, the Swiss tourism sector is unconvinced that this is what is needed in economically austere times such as these.
Commenting in the Swiss media last week, a spokeswoman for travel agent Carlson Wagonlit argued that: 'The business traveller of today wants reliable connections as little hassle as possible and economic prices.'
Reports have suggested that Crossair Chief Executive, Andre Dose, wants to cut costs dramatically in order to remain competitive, and is mulling wage decreases of around one third for pilots and cabin crew, and the use of lower aircraft leasing costs.
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