The best-known example is the Swedish actress Zarah Leander who was hired in 1937 by Ufa and became the most prominent and highest-paid German film star in only a few years. The publicity campaign for Leander was run by the press office of the Ufa, which concealed her past as a film actress already well known in Sweden and put their money right away on her charisma as a singer with an exceptionally deep voice. The Ufa press office provided the newspapers with detailed instructions on how the new star would have to be presented, and even the actress herself had to follow detailed instructions whenever she appeared in public.