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Many Americans thought Swissair flew only to Switzerland. So when their final destination was elsewhere in Europe, they were more likely to fly Lufthansa and transfer in Frankfurt. But Swissair’s hubs of Zurich and Geneva were more efficient: better connections, like Swiss clockwork. Our campaign dramatized Swissair’s convenience and reach: Some ads focused on the ease of changing planes; other ads showed the Swissair timetable – on its cover 107 cities, 67 countries. Swissair bookings rose.