If you sell a country, you have two choices: bikinis or cuckoo clocks.
Cuckoo clocks are expected. Everyone knows Switzerland has cuckoo clocks. Egypt has pyramids. Canada has trees and mountains. Brazil has Carnaval. Bikinis turn national stereotypes on their ears. Sometimes the Swiss wear bikinis. Egypt has modern cities. Canada has beaches. Brazil has golf.
This is the story of how one airline went from cuckoo clocks to bikinis and back again.