Swiss International Air Lines is Switzerland’s national airline. This highly recognizable brand serves 76 destinations around the world from its Zurich hub and from Basel and Geneva international airports. Swiss USA, headquartered in NYC manages and markets all aspects of Swiss’s services in North America. Its mission is to provide exceptional air travel services that link passengers to Switzerland and the rest of the world.
Swiss’s North American management team needed to expand its brand value and grow the existing market of U.S. preferred customers. The goal was to provide a high level of value and convert the customer asset into new bookings and revenues.Swiss managers turned to Transition Networks, for strategic digital marketing and design solutions and new business planning.
The exciting initial process required a thorough understanding of this great brand. We envisioned how to reach and convert the prized database. It was crucial to put the Web into Swiss’s marketing mindset. Design concepts for a specially conceived monthly digital newsletter evolved highly interactive offerings with stunning imagery.
The beautifully branded newsletter was configured and tested for viral distribution and supported by a database management system that would scale automatically with new opt-in contacts. The preferred customer newsletter was the first to incorporate a navigation system that the user completely controlled.
The strategy for virtual direct contact resonated with the biggest booking spikes in the history of the brand and doubled revenues from each release since 2004.
Next assignment for Transition Networks? Forging co-marketing partnerships to further extend Swiss’s reach and conversion goals.