At an international press conference, Crossair CEO André Dosé outlined the brand strategy under which the new airline will enter the market. The name reflects the multi-cultural, cosmopolitan character and the typical Swiss characteristics of quality.With the introduction of the Summer timetable on March 31, SWISS will take flight.

André Dosé, Chief Executive Officer of Crossair and of the new airline, said that there were two decisive factors in the choice of name. "The new airline is a unique instance in Swiss post-war history, of a collective alliance of politics, industry and the people of Switzerland. It will be the qualities, which have made our country great, on which we are banking in the building up of our new airline". These are reliability, friendliness, safety, elegance and perfect service characterised by inovation, coupled with a multi-cultural cosmopolitan attitude.

Mr. Dosé is convinced, "that the integration of Crossair and Swissair employees in the new project can be successfully accomplished." This is just the first step, the Crossair CEO stressed, which will be followed by another important milestone in March.

The new brand concept and its visual appearance were presented by André Dosé, the Canadian Creative Director, Tyler Brûlé and Arjen Pen, Head of Sales and Marketing for the new airline. Brûlé's agency, Wink Media of London, won the contract in an international competition to create the brand of the new Swiss inter-continental airline.

For the Canadian, resident in London and Switzerland, who has been a Swissair fan for years, it was evident from the start that the new airline should inscribe "Swissness" on its banner. "Swiss quality values were not attributed solely to Crossair and Swissair. They are accepted shorthand for excellence around the world. "It is on these values", said Brûlé, "that we are building what will be the most respected airline in the world".

The change of name of the company from Crossair AG to Swiss Air Lines Ltd. is foreseen for later this year. For legal reasons, the change from Crossair cannot be made until October and the start of the Winter timetable 2002, as it must be authorised at the next General Assembly of the shareholders.

The creation of Switzerland´s new airline has come about through an unprecedented co-operation by the Federal Council, the cantons, industry, banks, private investors and the Swiss people themselves. Within four months, a total of 2.7 billion Swiss francs was raised to found a new airline. Not an easy task, but the good will and spirit shown by all parties involved demonstrated how important an airline is to the nation and that a global flag carrier of scale is an essential instrument to maintain Switzerland´s outstanding international reputation.

Its global route network will provide connections to more than 100 dynamic business and cultural destinations, both within Europe and beyond to other continents