INFLIGHT BROCHURE MONITOR |
 |
Airline: Swiss International Air Lines Title: Swiss Duty Free Frequency: Three times a year Pagination: 68 pages with covers Category allotment: Watches 19 pages; jewellery 15 pages, cosmetics and fragrance 12 pages, electronics and toys 8 pages, confectionery and tobacco 7 pages Emphasis on local products: Strong Quality of paper: Good Picture reproduction & photography: Excellent Pre-order: No Website preview available? Yes, as pdf download at www.swiss.com Online sales available: No Source: ©The Moodie Report |
SWITZERLAND. Stringent airport and airline security measures in the wake of 9/11 have done colossal damage to the Swiss Army knife industry, which until the terrorist attacks enjoyed tremendous success in the duty free channel as a reflection of famed Swiss efficiency.
All that has changed. So as a result don’t expect to see any Swiss Army knives in the Swiss Duty Free Winter 2006 inflight catalogue. But that doesn’t mean the end of the Victorinox, the ubiquitous Swiss Army brand. It still receives prominence on the cover, albeit via a watch: the Victorinox Swiss Army Maverick II Chrono watch (CHF420/US$319).
And there’s a nice incentive to purchase – a SwissMemory foldable 256Mb hard drive resembling a pocket knife is available free with every purchase of the model.
The offer – and the cover – underlines the uniquely Swiss identity of the brochure, something that is reinforced time and again through the clean white and red layout, the Swiss crosses and through the brand selection.
Page two introduces us to Xellent, the Swiss vodka. Not exactly a category associated with Swiss-ness, but as the copyline says it is ‘The Spirit of Switzerland’. That strapline and the close-up of the Xellent red bottle set the precedent for the following advertorials.
Passengers can find details on product availability, latest additions (marked ‘new’ in white text within a red box), contact details, accepted credit cards (MasterCard, Visa, American Express, JCB and Diners Club International) and the product sections in Content on page 3.
 |
To celebrate the launch of our new Travel Retail Web-Wide Index, each week we put the spotlight on one of the growing array of dedicated travel retail websites or web sections. Click here or on the image to read the index. |
Switzerland may not be synonymous with vodka but it is with watches. Not surprisingly then Watches, Watches and More Time features 15 pages of a total of 14 Swiss watchbrands, including Certina, Century, cK, Victorinox, Fortis, Frederique Constant, Tissot, Swatch, Lacoste, Longines, Maurice Lacroix, Montblanc, Mondaine, Rotary and Wenger.
Prices range from CHF72 (US$55) for a Swatch Orginal Square ‘Evening Only’ to CHF2,340 (US$1,778) for Longines Evidenza Lady. The latter is excellent value compared with the quoted CHF2600 (US$1976) downtown price.
Accessories, Jewellery & more Luxury features an array of items including writing instruments, fashion accessories, sunglasses to jewellery from brands such as Ella Morissa, Follie Follie, Pierre Cardin, Pilgrim, Silhouette, Swarovski, Thomas Sabo and Menno. Prices range from CHF77 (US$59) to CHF350 (US$266).
In Perfumes, Care & more Colour, the Swiss-ness is inevitably compromised to give way to more international brands from the mainly French and Italian cosmetics and fragrance brands.
The section features 25 items from the likes of Armani, Bvlgari, Chanel, Dior, Estée Lauder, Kenzo, Lancôme and Thierry Mugler, with prices ranging between CHF52 (US$39) and CHF172 (US$171). But ultra-premium skincare brand La Prairie keeps the Swiss flag flying.
 |
 |
This tri-annual publication whets the travellers’ appetite for inflight shopping, and does a brilliant job rallying behind the Swiss branding cause |
Electronics, Toys & more Entertainment is a showcase of digital cameras, radios, earphones, adaptors, personal digital assistants and children’s products. Brands include Bang & Olufsen, Lexon, Minox, Panasonic and Targus as well as Flik Flak watches.
Chocolate, that other great Swiss product, is highlighted in the Sweets,Tobacco & more Treats section on pages 59 and 60. Here we have premium brand Lindt, selling for CHF19 (US$14) to CHF26 (US$20), Goldkenn Cacao Origins, priced between CHF19 and CHF20 (US$15), and Toblerone 14 x 50g, selling for CHF20.
Wines and spirits are not key categories but are available in the form of the beautifully presented Alexander Aqva di Vita (CHF62/US$47), Chivas Regal 12yo (CHF26/US$20) and Swiss Xellent Vodka (CHF39/US$30). At the back of the book, passengers can view the tobacco products from Davidoff (cigars), Marlboro, Camel, Winston and Philip Morris (CHF27/US$21 – CHF129/US$98).
Presented in a striking manner, this three times a year publication whets appetite for inflight shopping, and does a brilliant job rallying behind the Swiss branding cause. It wants to get the message out from the back pocket of the airplane seat and the products into the traveller’s home.
Coming next: Emirates Duty Free
MORE INFLIGHT BROCHURE MONITORS
Inflight Brochure Monitor: China Southern Airlines – 01/12/05
