GEAR UP FOR '67

[Music] see and here in the next 30 minutes is completely unique in the airline industry and only one airline could have produced it your airline [Music] [Music] [Applause] [Music] it's a feeling that you on the end if suspect you water me [Music] [Music] welcome to the [Music] welcome to the world of Trans World Airlines it's San Francisco and [Music] nobody else buys and [Applause] [Music] [Applause] big fast reservations [Music] [Music] [Music] it's baggage that beat you up again it's the finest service you can get it's an easier trip from the moment you [Music] [Music] [Applause] [Music] [Music] TWA presents erupt for 67 the job for tomorrow and the plan to get the job done a plan to make Transworld airlines the most successful the most talked-about airline in the world here's TWA vice president for marketing to tell you about welcome I'm Tom McFadden maybe you haven't thought much about it but this airline we work for is pretty special for instance one asset we tend to take for granted is the one that is totally unique among all airlines our magnificent routes throughout the United States touching all the most important cities as we go across the Atlantic to the best and most glamorous cities in Europe down to Africa East to Asia and now all the way to Hong Kong with the prospect of route across the Pacific to make us a truly worldwide carrier looking better all the time no other airline in the world as a system to match this one and it becomes even more important when one considers the future for air travel a future that in large part has already been planned [Music] we've geared up for 67 with jets jets and more jets early in the year TWA will be the first and only major airline in the u.s. to go all jet real market leadership will start the year with 146 aircraft and finished with 173 every one of them of pure jet the other airline's will still be operating some propeller-driven aircraft in 1967 we're gearing up for 67 sure but we're thinking years beyond that and we're thinking big this big no it's not section 38 at Yankee Stadium it's a jet the biggest most powerful jet ever built a Boeing 747 it will cruise at 605 miles per hour have a range of up to 6,000 miles and it will seat up to 490 passengers but TWA will provide for less passengers and more comfort this jumbo jet is being built for us TWA has ordered an even dozen of these giants for delivery in 1970 the bill two hundred and forty three million dollars and that's just the beginning early in the 1970s TWA will be flying the convoy the first of the supersonic transports and not long after that well would you believe New York to London in three hours Rome in three and a half hours Bombay in six hours it will happen by 1975 it will happen on this ship or one like the first u.s. built supersonic jet for commercial use speed over 1,800 miles per hour and who will be the first to fly it who else it all adds up to a tremendous investment in the future but it's the soundest investment we can make the market for air travel is not just expanding it's exploding more people are going more places than ever before and spending more money to do it an estimated six billion dollars worth in 1967 they're shipping more things to more places air cargo will rack up seven hundred and forty eight million dollars in the US and on the North Atlantic alone we want some of that money no we want a lot of that money we want nine hundred and thirty million dollars worth 825 million from passenger revenue a hundred and five million from cargo that's our target for 1967 and we had the marketing plan to make it happen as a matter of fact we have two marketing plans one for use in the US the other for the exclusive use of our overseas districts both are complete imaginative plans designed to pinpoint our best sources of revenue both are loaded with aggressive new ideas to get that ready now if I told you about every new idea for the coming year we'd be here all day so let me give you just a preview the business traveler who accounts for 60% of our dollars domestically and 32% internationally will be the object of the most concentrated intensive selling program we've ever had a revolutionary feature of this program is our account marketing analysis system in 1967 we'll know exactly who the key business accountz are where they are where they travel how often and how much they'll spend doing it you'll get the information that best applies to your own selling area and you'll get an instant during the last year in a test study we put on special telephone sales agents in Chicago San Francisco Washington and st. Louis calls were made to none key accounts that were not previously contacted or being called on only infrequently today many of those companies are steady TWA customers some of them are now key accounts so next year use the same technique in seven more markets including London our convention sales program will be stepped up to will send the field a list of over 400,000 names names of prospective convention delegates in 1967 our convention calendar will list approximately 5,000 meetings for the year plus convention scheduled for the next five years and special seminars for convention sales representatives will be held throughout the year of 1967 in the area of vacation and personal trips we'll have a brand new program to sell family travel on TWA it includes the first booklet written specifically for family vacations family day scenic flights and special low fares family travel mailings to wall TWA credit card holders and new quick way type family fare tables for the vacation are going abroad we've developed an overseas car purchase and rental program a unique program selling TWA to travelers attending theatres and music festivals and a long-haul revenue effort supported by new tour packages promoting the vacation wonders of East Africa Hong Kong and Bangkok and for every traveler we've got this card TWA worldwide jet credit the only airline plan in the whole world that's good for the whole world and we'll be promoting it more than ever in 1967 now let's turn to something very special the youth market today almost half the population of the u.s. is under 25 years of age it's a swinging go-getting generation but when we look at these youngsters we see something different we see the leaders of the future men and women who will shape tomorrow's world and we see an air travel market an enormous dynamic market just about ready to bust out and go places here's a potential any airline would be crazy to pass up our competition knows it you can be sure and they'll be after the youth market with everything they've got but we'll be there ahead of them will have a new lineup of student tourists to Europe Africa and the Far East will double the number of our on campus representatives and provide them with a student travel promotion kit and of course that the fifty club brochures these are just a few of the new plans for more passenger revenue in 1967 but what about the air freight story well it's going to be a big story in 1967 for the first time in our history we expect to go over the 100 million mark and kragle revenue how by gearing up with new ideas and cargo handling that will pay off in a total revenue figure of one hundred and five million dollars in 1967 there'll be an air freight distribution engineer in each area and regional office he'll be a specialist with only one assignment get new revenue by selling the economic benefits of air freight and specifically TWA to management decision-makers both present users and those all-important prospects we now have a worldwide network of cargo terminals with the last word and freight handling equipment and we're still growing our cargo facilities in London and Frankfurt for example are now being improved and expanded we're adding four new cargo jets to the system introducing jet speed and economy to several major markets for the first time in 1967 will be the year of the QC 727 that remarkable jet that can carry a full load of passengers by day and a full load of cargo at night the QC will give our air freight operation both the lift capacity and a flexibility we've never had before we're expanding our market air activity in the US and are introducing that valuable selling aid overseas to help Europeans do business in the United States our domestic cargo shippers will be offered the benefits of a new industry container program the use of shipper owned or leased containers in four standard sizes learn rate reductions of five percent to 20 percent of normal line haul towers GWA will benefit from reduced ground handling costs and increased use of cargo space on domestic cargo jets special incentives will help us sell air shipment of high-density cargo and again result in increased utilization at the payload limit on our cargo jets and we're going all out with the post office to get nearly twenty nine million dollars in mail for the year from the air express we'll be shooting for six million dollars and we can do it there's more in these plans a lot more and it's all here for one purpose only to give all of us the tools to make a great airline even greater to help us say welcome to the world of Trans World Airlines and make that world a better one for every customer ok who are your customers well they come in all shapes sizes colors budgets and temperaments some fly a lot some have never been off the ground some fly to meet the boss some fly to meet the new granddaughter some want to be fussed over and some want to be left alone in short your customer is everybody so our advertising theme must be big enough to take in the whole air travel market it is welcome to the world of Trans World Airlines let's see how it TWA goes all Jets the first and only airline in the u.s. to give you a jet again and again and again and again two pages four colors one powerful reason to fly TWA our advertising must also have a point of difference and that difference is people the people of TWA the world of Trans World Airlines is a friendly world come on over to our place we've been expecting you it's an efficient world this girl has just traveled 3,000 miles served 28 dinners warmed up three formulas and answered 148 questions it's a world of good service and good food steaks broiled to order one flight up to some it's a new earth a new experience and so a new kind of television commercial and that you doesn't matter flying but not don't you tell anybody but this is my very first trip on an airplane [Music] to others it's the man up front who counts most here's our man up front on 20 seconds of prime TV time this is our man in Paris Los Angeles from Detroit Hong Kong there's no one else like him but another TWA pilot they fly the world [Music] but even the smoothest flight needs the personal touch like this this girl just traveled 2,400 miles served 36 dinners warm three formulas answered 58 questions and enjoyed it [Music] now let's take a closer look at the market and consider the businessman a guy who flies a lot and covers a lot of territory across the country over to Europe and on to Boyd's East he's one of a new breed of travelers who doesn't mind paying a first-class fare to close a first-class deal this man ladies and gentlemen is our bread and butter what is the business traveler looking for when he buys an airline ticket no waiting to check in dry martini a good meal room to work on the jet fast baggage delivery they're all important but we can't get him with us unless we go where he wants to go when he wants to [Music] [Applause] these newspaper ads don't take up much space because they don't have to but they tell a big story where we go when and what time we get there like a little timetable - every major business center in every major newspaper in short facts the businessman wants to know if he won't settle for less than a jet every trip we fill the bill with this ad and there are more big space newspaper messages in our top markets across the country our radio campaign features spots that really make sense like this one [Music] going to California every hour on the hour from 9:00 a.m. to 5:00 p.m. a TWA jet takes off non-stop for California on the menu and royal ambassador you have a choice of four superb dinner entrees and only TWA cooks them to order right on the jet an example of the kind of service that makes flying shortest hours even shorter [Music] [Applause] for reservations to Los Angeles or San Francisco call your travel agent or TWA at Oxford five six thousand if his wife wants to go along we know a girl who'd like to meet her if he's calling on Europe and hundreds of thousands like him will be in 1967 this spread in his favorite weekly magazine talks his language now from the man whose particular about Airlines to somebody who couldn't care less the time next summer Susan and her brother and her mother and her father are going on a vacation to California and they're going with us because this vacations spectacular in life soul why get your vacation kicks from somebody else's postcards head west with us it happened to this family too they went the other way to New York and the East because we told them how easy it was we're telling everyone about the best of Europe too for instance for the price of two weeks at the same old Beach you can go a little farther or maybe it was this television spot [Music] TWA is for people who like Paris [Music] the look of Paris [Music] the lilt of Paris [Music] [Applause] the life of Paris TWA is also for people who like London Rome Madrid Lisbon Milan Geneva Zurich Frankfurt happens only TWA flies direct to all of them [Music] [Applause] [Music] [Applause] yes the vacationers will be roaming the world next year millions up [Applause] and wherever their dreams take them East Coast West Coast all around the u.s. the best of Europe the faraway wonders of Africa Asia across the world to Hong Kong we'll be there because we go there and no other airline does newspaper advertising will spread the word - about vacations near and vacations far a TWA never underestimates the power of a woman with a vacation undermine thus the nation's best read women's magazines hold this warning don't let another spring go by without Europe the Negro traveler will receive a warm welcome from TWA in 1967 as will the serviceman the college student our interline partners and the best friend and airline ever had the travel agent whenever the customer has a travel question we give him some good advice asked mister information your travel agent and in the travel trade publications a new way to promote our full line of tours plus spectacular to support our special promotions but people aren't the only fast moving items these days in the air cargo business anything goes and we're going after the lion's share of the air freight business in 1967 telling every shipper forwarder and cargo agent the profitable TWA story and telling it in a dramatically new way for instance these two-page spreads in the magazines top management lips buy the world's on a buying binge sell it with TWA market air winner of the North Atlantic run will pay special attention to commodity markets with ads like this one to the textile industry what do we expect to get from the air cargo market in 1967 one hundred million dollars because the world of Trans World Airlines stretches far beyond our shores sold as our welcome to the customer here's what it looks like over there in French German and Italian a complete marketing and advertising program has been developed for us overseas like the u.s. plan it covers every single piece of the air travel market the business traveller the vacation traveler the personal traveler every traveler that's TWA for you the truly international airline with a truly international program for progress so you see your airline is unique among all Airlines no one can match our routes no major competitor will beat us to the punch with an all jet fleet no one has developed a marketing program with more impact and no one has put more forward thinking into the future of air travel why have we done it all well there's one reason to get a phone call from an interested traveler or a visit to one of our ticket offices in other words to make contact with the customer and that's where you come in what happens when the phone rings how do you answer it maybe it's getting late and you're getting tired and you sound like and maybe we'll make a sale that way just maybe or you can treat the customer as a friend of yours give him all the information he needs answer the same question twice if you have to in other words let him know you're glad he called you we'll make a sale that way I know you made plenty of sales this year the first half of 1966 look like the beginning of the best year in our history we were way over quota and breaking all records then came the unfortunate strike and a temporary setback but we've been coming on strong ever since thanks to you we're in great shape to start off big in 1967 that's when we'll be saying to every customer and every prospect welcome to the world of Transworld airlines better ask yourself how do I say welcome remember the customer can't shake hands with a magazine ad or a TV commercial you are his personal contact with TWA to him you are TWA Tom I couldn't agree more you can take all our routes all our Jets all our service programs for the years to come our new marketing plan for advertising support and without people we haven't got a chance Jets alone don't make an airline go but you do you the people of TWA you are the most important factor in our plans for the future if you want this airline to be the best in the business it can be if you don't it will it's just that simple and it's true no matter what your job is hostess baggage handler captain reservation agents chef cleaner outside salesman mechanic it makes no difference everybody in the system counts the people behind the scenes contribute just as much to our success as those who face the public every day welcome to the world of Trans World Airlines has to be more than an advertising theme it has to mean something personal something special to each of us and particularly to all our customers we have to be customer oriented when we say welcome let's really mean it I know you've got the best product to sell I know you're the right people to sell it let's resolve right now to keep it that way to come through with the extra effort that can make Transworld airlines not just a great airline but the greatest and let's do it with a smile it's baggage that beats you [Music] [Music]