Switzerland's new airline, "swiss", has launched its new strategy and format at the Guggenheim Museum in New York City.

During a meeting with American media representatives on Tuesday night "swiss" chief executive, André Dosé, said the new airline was financially secure as it had a backing of SFr2.7 billion ($1.6 billion).

In October, last year, both industry and government decided to pump SFr4.24 billion ($2.57 billion) into setting up a new national airline after the collapse of Swissair.

"With these assets we should be able to provide Swiss quality for a long time," he said.

Regarding the selected name of Switzerland's new flag carrier, Dosé said a decisive factor was the importance of emphasizing Swiss roots and values and reflecting Swiss quality.

The name change, announced in late January, was seen as a bid to wipe out memories of Swissair's financial collapse.

Air Fondue?

During the launch event, which was organised by Tourism and Top Events of Switzerland, or TEOS, Dosé told journalists that other names, such as "Air Fondue" or "Mountain Air" were also seriously considered for the new airline.

In his opening speech, Samuel Keller of TEOS told the American audience that Swiss events and tourist attractions were of top quality and the Swiss public should be proud of its ability to entertain.

Keller named the Montreux jazz festival, the Locarno film festival, Art Basel or the Gstaad tennis tournament as top Swiss events.

swissinfo with agencies

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