New Swiss airline keeps name under wraps

DeltaFlot · 01-15-2002, 12:22 PM

January 15, 2002 Posted: 10:20 AM EST (1520 GMT)

ZURICH, Switzerland (Reuters) -- 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 Airswiss.com has been registered by service provider MyDomainPortfolio, swissairlines.com is in the hands of Roger Zimet of Pully in Switzerland, and swissairways.com belongs to a New Orleans outfit called "More Unused Domains."

Closer to home, swissairways.ch is registered by Daniel Ruhland of Buchs, swissairlines.ch by Alban Peter of Zurich and airswiss.ch 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.

Travelin' Man · 01-15-2002, 12:38 PM

OK time to gusess here folks:

My guesses:

SwatchAir, Alpenair, JetRed, SwissArmy Knife Air, On time Air, Kleen Air, Neutral Air, Rare Air, and of course, AirSwiss.

DeltaFlot · 01-15-2002, 04:03 PM

SwissMissAir?

Chansen · 01-15-2002, 04:13 PM

Quote:

Originally posted by DeltaFlot
SwissMissAir?

Cadavre on a stick · 01-15-2002, 08:37 PM

Yes, in honor of , or lack there of, Andy Andresen: Swiss Miss

DRDEATH · 01-15-2002, 08:40 PM

swiss piss

ptolbert · 01-16-2002, 12:13 AM

I wonder if they will run it like their banks?

01-15-2002, 12:22 PM	#1
DeltaFlot The Patriot Join Date: Jan 2001 Location: Laurel, MD Age: 36 Posts: 3,228	New Swiss airline keeps name under wraps January 15, 2002 Posted: 10:20 AM EST (1520 GMT) ZURICH, Switzerland (Reuters) -- 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 Airswiss.com has been registered by service provider MyDomainPortfolio, swissairlines.com is in the hands of Roger Zimet of Pully in Switzerland, and swissairways.com belongs to a New Orleans outfit called "More Unused Domains." Closer to home, swissairways.ch is registered by Daniel Ruhland of Buchs, swissairlines.ch by Alban Peter of Zurich and airswiss.ch 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. __________________ Febuary 15, 1898 December 7, 1941 June 8, 1967 September 11, 2001 Never Forget, Never Forgive If you kick the Tiger in the arse, you better be able to deal with the Tiger's teeth.

01-15-2002, 04:03 PM	#3
DeltaFlot The Patriot Join Date: Jan 2001 Location: Laurel, MD Age: 36 Posts: 3,228	SwissMissAir? __________________ Febuary 15, 1898 December 7, 1941 June 8, 1967 September 11, 2001 Never Forget, Never Forgive If you kick the Tiger in the arse, you better be able to deal with the Tiger's teeth.

01-16-2002, 12:13 AM	#7
ptolbert Insane Collector Join Date: Jan 2001 Location: Waco/Woodway, Tx Age: 22 Posts: 1,205	I wonder if they will run it like their banks? __________________ Ptolbert Long Live N615DL!!!!! ------------------------------ One World United together fighting poverty, social injustice, and foreign Domination of Industries, and just plain dumb people.

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01-15-2002, 12:38 PM	#2
Travelin' Man Insane Collector Join Date: May 2000 Location: Aspen USA!!! Posts: 1,919	OK time to gusess here folks: My guesses: SwatchAir, Alpenair, JetRed, SwissArmy Knife Air, On time Air, Kleen Air, Neutral Air, Rare Air, and of course, AirSwiss.

01-15-2002, 08:37 PM	#5
Cadavre on a stick Master Collector Join Date: Oct 1999 Location: Sin Jose, Ca. USA Posts: 632	Yes, in honor of , or lack there of, Andy Andresen: Swiss Miss

01-15-2002, 08:40 PM	#6
DRDEATH Master Collector Join Date: Dec 1999 Location: NORTH RIVERSIDE ILLINOIS Age: 45 Posts: 609	swiss piss