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10 Beautiful Swissair Ads From the Golden Age of Aviation

Sept. 15, 2016
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3 min read
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10 Beautiful Swissair Ads From the Golden Age of Aviation
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I’m currently writing this on an airplane, squished up next to the window and horribly uncomfortable as the flight attendant bothers with run-of-the-mill soft drinks and tiny bags of snacks a starving man wouldn’t go out of his way to consume.

How did flying go from something so luxurious, exciting and stunning to this?

Mid-century, the jet setting crowd dominated the air and the advertising matched their tastes and interests. It wasn’t about saving a few bucks, it was about emotion, and the advertising mad men capitalized on those emotions in the most beautiful ways possible.

Swissair was behind some of the best from that era, showcasing global travel in minimalist elegance, cultivating serious wanderlust and jumpstarting the boom of consumer aviation.

Here are some of the best from their deep and impressive archive, which are highlighted in Matthias C. Hühne’s coffee table book “Airline Visual Identity 1945 – 1975," a worthy add to any living room coffee table.

A Look Inside

Early Swiss graphic design practically taught a master class in simplicity, with designs that would feel just as at home in a trendy modern magazine today.

Image courtesy of Callisto Publishers.

They were also never short on good copy.

Image courtesy of Callisto Publishers.

And always believed less was more.

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Image courtesy of Callisto Publishers.

Photographer and designer Manfred Binger was behind many of the carrier's most iconic ads, including this one that perfectly captures the quiet wonder of the window seat.

Image courtesy of Callisto Publishers.

Here, in this 1964 marketing image, Binger captures the "Gotham" like quality of North America's metropolises.

Image courtesy of Callisto Publishers.

Two years later, in 1966, another Binger image was released to critical acclaim, this time showcasing South America with a photo that's more a piece of abstract art than anything else.

Image courtesy of Callisto Publishers.

In 1971, Swissair launched a beautiful campaign highlighting Georg Gerster's award winning aerial photography.

Image courtesy of Callisto Publishers.

Gerster traveled all over the world, including the deserts of North Africa, pioneering the art of aerial photography. Here, he shows off palm tree groves in the middle of the Sahara.

Image courtesy of Callisto Publishers.

The campaign was so successful, they ran it for four years, all the way until 1975. One of the most beautiful Gerster ads showcases the Amazon in Brazil from above.

Image courtesy of Callisto Publishers.

Though they highlighted dozens of travel locations throughout the campaign, the California ad was certainly the most interesting. Instead of opting for a picturesque beach photo when selling California travel, Swissair opted to show off the geometric beauty of its agriculture from the sky. In a world well before Google Earth, this unique perspective must have been intoxicating.

Image courtesy of Callisto Publishers.

Which of these vintage Swissair posters is your favorite?

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Apply for American Express® Gold Card
at American Express's secure site
Terms & restrictions apply. See rates & fees
Best for dining at restaurants

American Express® Gold Card

TPG Editor‘s Rating
4 / 5
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Rewards Rate

4XEarn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
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  • Intro Offer

    As High As 100,000 points. Find Out Your Offer.

  • Annual Fee

    $325

  • Recommended Credit

    Excellent to Good

Why We Chose It

There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)

Pros

  • 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
  • 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
  • Packed with credits foodies will enjoy
  • Solid welcome bonus

Cons

  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
  • Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.