SWISS, Swiss International Air Lines, announces its participation to the 2012 Arabian Travel Market, exhibiting for the first time its newly-rebranded look in the Middle East.  The annual travel exhibition runs from April 30 to May 3, 2012 at the Dubai International Exhibition Centre.

The new logo shows a SWISS tailfin with its Swiss-cross design, reflecting the livery of the company’s aircraft and enabling SWISS to be instantly recognised as “the airline of Switzerland”. With the adoption of a new image, SWISS aims to strengthen and sharpen its brand profile.     

“SWISS is making more than just a makeover.  We want our customers to easily associate top product and service quality with our brand – that is what SWISS stands for.  After all, SWISS has always been known for its quality and traditional Swiss values.  ‘Our sign is a promise’ is a claim that we intend to keep and live for,” said Martin Massueger, Director, Head of Sales Middle East, Africa, Pakistan & Iran for SWISS.

SWISS quality is evident in its product offering such as the state-of-the-art SWISS Business cabin, centrepiece of which is the two-metre lieflat bed equipped with a revolutionary air cushion.  Developed by Swiss company, Lantal, the air cushion is adjustable to an individual’s preference on firmness or softness.  Comfort is also provided by the seat’s massage function guaranteed to give further relaxation while flying.

SWISS operates non-stop daily flights between Dubai and Zurich.