Swissair

As the industry becomes more uniform and competition more aggressive, the challenge lies in differentiating Swissair from its competitors and creating a sustainable advantage.
  

Swissair

Brand Name: Swissair Product Type or Description: AirlineCategory for this Entry: Major change of strategy for existing products or servicesCampaign: Swissair

THE COMMUNICATIONS STRATEGY:

'Business travel should be as painless as possible, a pleasure if achievable, an enriched experience if there is time to enjoy it but also value for money' source : 1999 FT Business Travel Survey

As one of the largest airlines in the world with a network of over 300 destinations in 70 countries most people have an opinion about Swissair, whether theyve been a passenger,...

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