PROMO SPOTLIGHT: Food, wine and comfy seats move Swissair to go on road

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Marketer: Swissair, Melville, N.Y.

Agency: In-house, plus Reach Marketing, Westport, Conn.

Effort: "USA Care Tour."

Twist: To demonstrate its new first-class seat that extends to 6-feet-7-inches, plus amenities including 12 different vintage wines, gourmet meals and nine films to choose from, Swissair brought first-class-style service to influential travel industry executives nationwide. The mobile marketing tour is making 80 stops in 12 cities, giving samples of food and wine, and the opportunity to recline in Swissair's seats. The tour already has registered a "significant uptick" in Swissair's first-class bookings, the carrier says.

Vital statistics: The tour began March 20 in Washington and ends May 16 in New York; included is a sweepstakes to win an expenses-paid first-class trip for two to any Swissair destination. The entry deadline for the contest, promoted online (, is June 15.

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