Swiss Airlines’ calendar takes off at an airplane-themed fashion show

Marketing | March 3, 2015 | News

Swiss Airlines Ice Global

Swiss Airlines launched its calendar at The Trident in Mumbai amongst its potential customers, customers (first and business class), guests of associates including Swiss Tourism, media personnel and a few socialites invited by fashion designer Narendra Kumar.

Ice Global, having partnered Swiss in its marketing endeavours in India since 2009, was entrusted with managing this event as well. Ice has previously launched the brand’s new business class seats, new aircraft as well as hosted the annual calendar launches, every year with a different theme/concept.

This year the theme was chosen as ‘Swiss Hospitality - A Celebration of the Senses’, the idea was to stimulate the hospitality across the airline ambiance. Guests were greeted by flight stewardesses who tore away portions of their invites (designed like boarding passes) and collected them into a raffle box.

The guests also mingled with the brand’s country head at the ‘On The Tarmac’ zone. This zone was designed to be the first point of contact at the event and featured tarmac flooring. A digital photographer was dedicated to this zone to capture every guest posing with the country head. The sales personnel then met with the guests and ushered them into the hall. With the pre-function area featuring a 30 foot long bar, hors d’oeuvres were served including cheese fondues and a variety of Swiss cheese, chocolates and other delicacies.

The event started with a musical quartet performing classic OSTs and jazz from across the last two decades. An AV then played on the screen with a conceptual travel around the world. As the AV showcased the journey travelling to India, the curtain rolled back to reveal a section of a scaled Swiss Airlines plane. Cutting edge 'projection mapping’ was utilised to create an illusion of the plane moving forward and rolling to a stop. The door of the plane opened and the first model stepped out. What followed was an eclectic fashion showcase featuring Swiss Airlines’ very own flight stewardesses dressed in designer ensembles created by Narendra Kumar. These outfits were inspired by world travel and embellished with elements from the Swiss culture. The unveiling of the calendar then finally commenced.

Explaining the challenges faced in execution of the event, Pramod Gaikwad, Director, Ice Global, said: “The overnight setting up of the plane structure was a mammoth task. In the discussions leading up to the event the hotel had agreed to remove the large fixed window panes to facilitate the entry of the plane sections, hence it worked well. The door of the plane had to be opened multiple times to allow for the models to enter during the fashion showcase. The projection mapping was executed very well inspite of the task being delicate. International formats of timeline management were used during the show running to ensure that all AV cues were triggered precisely.”

Adding further about the success of the event, Gaikwad said: “The Swiss Airlines communication and marketing team was completely bowled over by the professional manner in which the event was delivered, not only in terms of branding and creative, but also in terms of precision of planning and execution.”





Ice Global, having worked with the airline for more than six years now, was appointed to execute the launch event.

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