So, I finally made it to stay in my office after three weeks of trips in @Italy, @Portugal & @Spain. To do so, I fly into @Zurich. Getting to any airport in Switzerland is always a sightseeing experience as you can witness the typical Swiss postcard you never get tired of. While landing, I paid attention to something I usually see but this time, with a different perspective: a huge Victorinox logo carved in a field of crops. Somebody decided that instead of cultivating 100% of his field, he would give in parts of his agricultural productivity to create a sign for a price. Hence, in @Switzerland, it pays more to do air-viewed signage than harvesting. I wonder if the landowner is thinking in giving-up agriculture completely to dedicate his fields to billboarding and relax watching planes while his pockets get filled. I also wonder if Victorinox has made the calculation of how much it pays to have this sign compared to alternative media. Passenger statistics (only half of the plane can see it), brand awareness, and influence on purchasing behavior, are only some of the criteria to make an educated decision. Has @Victorinox done it? Anybody knows? I am curious to learn the decision-making process, conclusions & actual monitoring of results.