Marketer 2 Marketer
What other marketers had to ask SWISS chief commercial officer Holger Haetty.
- SWISS: the brand bouncing back by embracing Swiss culture, read the cover story here
- Holger Haetty, chief commercial officer at Swiss, talks us through the brand and its marketing structure.
Laurence Bresh, marketing director at VisitBritain, asks: When do you think you will start to trial social commerce through your social media channels?
Holger Haetty (HH): I sometimes feel our websites are very boring but we have conservative clientele. However, the customers of tomorrow are the Facebook generation, so I’ve asked the business to bring me these guys who are inventing the websites for this generation – ‘the geeks’. I would like to hire them and produce a website that brings together both worlds, keeping the conservative way but making it modern. But I don’t yet have the solution.
Andrew Warner, marketing director at Expedia, asks: Where do you see SWISS fitting into the Lufthansa brand portfolio in the mid- to long-term?
HH: We are totally independent in terms of marketing as our brands are very different. However, we are always checking with our Lufthansa colleagues about what we can do jointly, and what would be the benefits and disadvantages of that. We are competitors because we fly to similar destinations, such as Warsaw and Milan, but competition makes you better.
