Pan Am clipper, Vol. 8, No. 4, April 1982

              April ’82
Volume 8 Number 4
®
CUPPER
campaign
Our unbeatable experience launches new ad
Pan Am’s history, heritage and people come together as the central theme of a new multimedia advertising campaign launched this month.
The slogan, “Pan Am. You Can’t
the campaign, Pan Am launched its new Cabin Class service, replacing Economy Class. (Pan Am introduced economy fares to Europe in 1952 with Rainbow Service)
Said Waltrip, “While other air-
“Your experience on a flight will depend on the skill of the people serving you. Our people have to be good. They’re living up to 55 years of Pan Am heritage.”
Beat the Experience,” stresses both the airline’s pioneering history and the latest service innovations. The New York firm of Wells, Rich, Greene developed the advertising for the campaign, which President Bill Waltrip described as “one of the most ambitious and widespread in the company’s history.”
The advertisements emphasize Pan Am’s 55 years of experience as an international carrier, pointing to a long list of history firsts. Wells, Rich, Greene worked closely with Pan Am Historian Ann Whyte, culling old photos and records from the company archives. For use in one nostalgic TV spot, the China Clipper was completely reconstructed with retired Captain Hack Gulbransen serving as an advisor.
But the campaign will certainly focus on Pan Am’s present-day resources. The advantages of expanded Clipper Class service will be highlighted for the business traveler with ads in Time, Fortune, Forbes and Business Week. The elegance and comfort of First Class Sleeperette service will also play a major part in the new ads. And, with
lines might offer traditional ‘Economy Class’ service, we believe that the only ‘economy’ should be in the fares...not in the
quality of service. Pan Am passengers will benefit from our years of service in this regard.”
Pan Am’s new routes and services, notably to Kansas City and Pittsburgh, will also be targeted for major promotion.
And, Pan Am’s people, their experience and heritage, play a primary role in the new campaign. As one ad points out:
“Your Experience Depends on Their Experience. Your experience of a flight will depend on the experience of the people serving you, on their attitude, the cleanliness of the aircraft, the way it is maintained. It will depend on the way your reser-
vation was handled, your baggage delivered. Our people have to be good. They are living up to 55 years of Pan Am heritage.”
Ads are slated to appear in several media, including TV, radio and magazines. But special emphasis will be placed on newspaper advertising, a vehicle Wells, Rich, Greene feels is the most effective message in the current economic climate. Two-page spreads in the Wall Street Journal and other major papers in system cities launched the new campaign, while additional ads, geared to local markets, appeared in 21 cities around the U.S.
Network TV spots, supple-
Pan Am Abu Cant Beat the Experience.
The
Pan Am Experience Gomes To America.
Los Angeles San Francisco Miami Houston Ft. Lauderdale West Palm Beach Dallas/Ft. Worth New Orleans C>rlando Washington
Cabin Class. Pan Am Experience At Ordinary Airline Prices.
within the reach of the average Though today there is more comrort than anyone could have dreamed of thirty years ago, the cost of flying on a smooth and quiet Pan Am Clipper is still very much within reach.
Clipper Class.
RoomTòTh ink, Room To Work.
The business executive. You spend a fortune on his training, his salary, then make him waste a day in an airplane flying coach. So we invented Clipper Class, the civilized alternative for the business traveler, where more comfortabU? 7nd drinks and hTdTasTrTom pi ¡mental- "
59	Pan*in f £ ^
New York, (516) 485-2211 on Long Island.
Pan Am Abu Cant Beat the Experience.
Braniff bid denied, but new services set
Houston’s major move an overnight success
Despite a scheduling setback caused by a Civil Aeronautics Board decision, Pan Am launched the important 1982 spring/summer traffic season in April with several new services including flights to three new cities — Atlanta, Kansas City and Pittsburgh.
April 25, the day designated this year as the industry’s traditional winter-spring/summer changeover day, also saw Pan Am increase flights to a number of established destinations. Among them were:
—	New, nonstop service between Los Angeles and Osaka.
—	New, nonstop service between Los Angeles and Mexico City.
—	New, nonstop service between Los Angeles and Santiago.
—	An increase from one daily roundtrip to two daily roundtrips in both the New York-Los Angeles
and New York-San Francisco market.
April 25 also saw the addition of Istanbul and Dubai to the list of cities on Pan Am’s famed Round-the-World Flights 1 and 2.
The denial by the CAB on April 16 to allow Pan Am to lease most of Braniff’s South America routes for a period of four years put a crimp in the otherwise ambitious spring/ summer plan which will eventually increase systemwide Pan Am flying by some 15 percent over last year’s. The season will include, later in the year, the start-up of 747SP flights between New York and Johannesburg via Abidjan.
Vice President Pacific and Western Division James L. Schelnutt was on hand for the opening of the Kansas City to Florida flights while Vice President Northern Division Jack Foley presided at the Pittsburgh
opening and Vice President Latin America and Florida Patrick J. Oliver officiated at the Atlanta startup ceremony.
At each, local civic officials and Pan Am flight attendants native to the particular city participated in ribbon-cutting ceremonies before passengers boarded the 727 inaugural flights bound for New York and Florida destinations.
Regarding the Pan Am-Braniff route lease matter, the CAB said it would hold hearings with the intent of rendering a decision in July. Responding to the Board’s decision, continued on page 2
TRAVEL POLICY
The March issue of Clipper stated that details of the new travel policy would be available early in April, and would be published in this edition of Clipper.
However, some aspects of the policy are subject to CAB approval, and the matter is still pending review by the Board. Complete information concerning the policy will be published and distributed as soon as approval is obtained. □
Texans are noted for doing things in a big way. And Pan Am’s Houston people readily accomplished one of the industry’s biggest tasks on March 24 and 25 — a major relocation of the company’s entire airport operations facility from one terminal building to another with virtually no inconvenience to our customers.
Pan Am’s operation was moved overnight from five gates in Terminal A to a total of nine gates in Terminal B (where the Federal Inspection Services facility is located), in a swap of airport locations with Braniff.
The facilities of both airlines involved in the move included the relocation of offices, communications facilities, the Clipper Club and gates. Also, the entire ticket .counters of both airlines were removed (complete with CRT units), relo-
mented by commercials in eight major American markets, will also strike a balance between past and present, with flashbacks to the days of the China Clipper and Constellation, but with special emphasis on the Pan Am of today. They will be aired on such well-known American TV shows as M*A*S*H, Hill Street Blues, Quincy, 60 Minutes and numerous network sports and news programs.
Wells, Rich, Greene felt that Pan Am was still perceived as an international carrier. Consequently, many ads are designed to establish the airline to a greater degree in domestic markets.
Theme Song
The new and exciting musical theme song was written by Steve Karmen, who produced memorable advertising music for the 1 Love New York campaign, Budweiser Beer, Hershey Chocolate and many others. (See box, page 7.)
The ads are not limited to the United States. The campaign is worldwide in scope, and the ads will appear in 39 countries, placed by advertising affiliates of Wells, Rich, Greene. TV ads will appear in the United Kingdom, Japan, Hong Kong, Singapore, Manila, Australia, New Zealand, Brazil, Guatemala, Panama and Venezuela.
The advertising will be geared to each individual overseas market, but will stress the universal theme of Pan Am experience.
Tom McEneny, director U.S. advertising and sales promotion, will coordinate the campaign in the United States. Jeri McCormick, director international advertising and continued on page 7
cated and reinstalled during the carefully orchestrated terminal swap.
Howard F Jacobson, regional managing director, was lavish with his praise of the efforts of every Houston airport employee for the way the transfer was accomplished.
“It was an almost superhuman feat that could only have been accomplished with the total cooperation of every one of our people here,” he said. “Between 9 p.m. Wednesday and 6 a.m. Thursday, both airlines were relocated, and the automated check-in systems for both Pan Am and Braniff were swapped and operational before the first flights of the day were boarded on Thursday.
“And, of course, we couldn’t have done it alone,” Jacobson said. “We had absolutely great planning and continued on page 7
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