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The ZCS Container Service was also nicknamed The Long Line or the 3-Continent Line. These nicknames reflected the uniqueness of the route, as the first of its kind. This line traversed
the world: ships left Haifa, crossed two oceans, arrived in Hong Kong, and returned to Israel from a voyage of over 100 days and 36,000 nautical miles (about 65,000 km), the equivalent
of traveling around the world 1.5 times.
The opening of ZCS was accompanied by an extensive advertising and branding campaign in the three continents which the line connected. The ZCS logo was displayed on the sides of
the route’s ships and Zim produced advertising fliers to promote the innovative service and describe its advantages to potential clients.
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