Navigation for Top Gun

In 2019, it was none other than Switzerland’s national pride, the widely admired Air Force aerobatic team Patrouille Suisse, that executed a notable navigational error. During a memorial event commemorating the 100th anniversary of Swiss aviation pioneer Oskar Bider’s death, the Air Force jets were supposed to perform their aerobatic loops over the town of Langenbruck. Instead, the pilots flew over nearby Mümliswil, spotted the festival grounds for the 31st Northwestern Swiss Yodelling Festival, and spontaneously delivered their performance there, while in Langenbruck, hundreds of eager spectators looked to the sky in vain. This miscue by the Swiss Air Force’s elite team sparked ridicule, mockery, and substantial media attention far beyond Switzerland’s borders. We seized this opportunity at Localsearch to create a direct-mail goodwill campaign promoting our high-reach directory platforms. In response, Localsearch ensured that at least the small businesses of Langenbruck would be easy to find and prominently displayed online: the company offered all 70 local businesses a free listing on its platform. This initiative generated significant, positive media coverage for the brand, which often faces challenges in maintaining its public image.