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Joined: Fri May 18, 2001 3:55 am

So, What Will The New Swiss Airliner's Name Be?

Thu Jan 17, 2002 4:37 am

I still like SwissAir. AirSwiss is also nice or how about CrossSwiss Air??

As reported on today's section.

Air Swiss, Swiss Air Lines or Swiss Airways?

The brand name of Switzerland's new national airline being created from the rump of collapsed Swissair remained shrouded in secrecy on Tuesday after the supervisory board made its choice on Monday night.

"The positive news is that the board has taken a decision," said a spokeswoman on Tuesday, adding the name would be revealed later this month and possibly even this week.

Lawyers first have to check whether the preferred brand name has already been registered as a trade mark anywhere in the world -- to prevent any lawsuits over alleged misuse -- and to register the Internet name with the .com and .ch and possibly other domain names.

The legal name of the company will remain Crossair, the regional airline and former Swissair affiliate that forms the basis of the new airline and is taking over many Swissair routes under the multi-billion-franc airline industry rescue deal financed by the country's commercial interests and public bodies.

The new brand name has to be in place well before the end of March when Crossair will start operating some two-thirds of the international destinations of Swissair. It already flies many of the European routes of its former majority-owner.

The Swissair brand -- once a hallmark for quality, luxury and punctuality -- was seriously dented by the financial collapse of the national airline which left the fleet grounded for two days last October, stranding thousands of passengers.

Because of that embarrassment, and concern that Swissair Group creditors would seek compensation from Crossair if it adopted the Swissair name, another brand needs to be invented.

Swissair has been operating under creditor protection since the already debt-laden group ran out of cash when the aviation market collapsed after the September 11 hijacked plane attacks in the United States.

Before the Crossair board took its decision on Monday, under the chairmanship of former KLM boss Pieter Bouw, the firm had been bombarded with suggestions for a new name, with some pundits going further and registering Internet names in the hope the airline would buy them out if their name was chosen.

For instance has been registered by service provider MyDomainPortfolio, is in the hands of Roger Zimet of Pully in Switzerland, and belongs to a New Orleans outfit called "More Unused Domains."

Closer to home, is registered by Daniel Ruhland of Buchs, by Alban Peter of Zurich and by Maya Wanger of Zug.

The cost of buying out any of these registrations would come on top of the general launch costs for the brand name, ranging from advertising to repainting planes and adapting uniforms. Industry sources estimate these costs at 40 million francs ($24 million).

On Sunday, voters in the canton of Zurich approved a 300 million franc investment in Crossair, which takes the total of fresh capital being provided under the industry rescue plan to 2.5 billion Swiss francs ($1.5 billion) and will allow the firm to operate 52 planes now flown by Swissair.

Crossair, which employs 3,800 and has a fleet of 75 planes, is in the process of hiring up to 5,200 Swissair staff.

It also aims to find an alliance partner this quarter.

A spokeswoman confirmed talks with Germany's Lufthansa -- part of the Star Alliance along with United Airlines -- were due, as well as continued contacts with Air France of the Skyteam alliance and British Airways Plc which is a prime mover along with AMR Corp's American Airlines in the oneworld alliance
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RE: So, What Will The New Swiss Airliner's Name Be?

Thu Jan 31, 2002 2:10 am

In the Swiss National Radio (DRS3) they informed the new name of the "new" airline will be "Swiss". Very simple but ok. Crossair will publish tomorrow (31 January 2002) the new Name and Logo...
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