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WONDERS OF SWITZERLAND ARE UNVEILED IN NEW ADVERTISING CAMPAIGN

 NEW YORK, Jan. 11 /PRNewswire/ -- Switzerland, long-known for its majestic Alps and scenic beauty, will be sharing its attractions with American travelers through a major print advertising campaign in national travel and lifestyle magazines, beginning in February and March of 1994. Sponsored by the Swiss National Tourist Office, Swissair, and American Express, the promotion uses spellbinding images of the country's six major assets: The Alps and the Landscape; Cities, Villages and the People; Places to Stay and Ways to Travel; Culture, Castles and Heritage; Food and Wine, and Sports and Adventure to paint a fuller picture of Switzerland for the traveler.
 The campaign which uses the slogan "Look No Further. Switzerland.", is based on the results of a major study conducted by Plog Research, Inc. of Los Angeles, and commissioned by the Swiss National Tourist Office, Swissair, and the Swiss Federal Railways. The study revealed that the American traveler to Switzerland is attracted by the landscape and its easy accessibility, but also by the Swiss people, their history, culture, end cuisine. "The research complemented what we already knew," said Joseph E. Buhler, Director USA for the Swiss National Tour ? Office. "But these findings helped put us on the right track to reach a greater potential of future travelers to Switzerland."
 Eight-page inserts will appear in more than ten magazines. Each insert consists of dozens of color photographs depicting aspects of Switzerland with no copy to detract from the arresting images. Information and phone numbers to assist readers will appear on the last page.
 "We are confident that this new campaign will heighten awareness of Switzerland's diversity and its wealth of visitor attractions," said Jean-Pierre Allemann, Swissair's General Manager North America. "As the Swiss flag carrier, we welcome this opportunity to broaden people's understanding of our country."
 "American Express is very pleased to participate in this advertising campaign to encourage American travelers to experience the multiple splendors of Switzerland," said Lynn Walka, Director-Multi-National Key Accounts for American Express. "With four Travel Service locations in Switzerland, American Express is available to provide travelers services such as foreign currency exchange and other travel arrangements in addition to any other services our Cardmembers might require."
 In conjunction with the new campaign the sponsors, along with Swiss Federal Railways and various Swiss regional tourist offices, have created a "Look No Further. Switzerland." Vacation Planner. The brochure offers travelers flexible vacation packages which allow them to experience each of the six themes of the campaign. They may be booked through Swisspak at 800-688-7947 or with a travel agent.
 -0- 1/11/94
 /CONTACT: Erika F. Lieben of Swiss National Tourist Office, 212-757-5944 or Linda Parseghian of Swissair, 212-969-5708/


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Publication:PR Newswire
Date:Jan 11, 1994
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