We're a 'major' airline success
In mid-November Piedmont
capped a meteoric six years of
growth by achieving a ranking
among America’s major, billion-
dollar revenue airlines. Just six
years ago, while still regulated,
Piedmont ranked among the indus-
tiy’s smallest regional carriers.
The industry has been divided by
the Civil Aeronautics Board into
three categories: major airlines
(those with sales of more than $1
billion annually); national airlines
(those with sales of $100 million,
but less than SI billion annually);
and regional airlines (those with
sales of less than $100 million
annually).
Piedmont achieved its new rank
ing by a steady expansion of its
fleet, development of new air service
hubs at Charlotte, Dayton, and Bal-
timoreAVashington International
airports, and, in 1984, instituting
its first transcontinental air
service.
The ranking as a major carrier
will have more profound influences
on Piedmont than just pride among
us for being ranked among the na
tion's largest air carriers, although
that is very important, in and of
itself.
Historically, the consumer asso
ciates “big” airlines with “good” air
lines. Size is important, and bigger
The 1984 holiday seasonfinds all of us at
Piedmont secure in the present, andjull oj
hope and conjidencejorourjuture. We are,
quite simply, bringing to a close our most
successful year ever.
Each of us at Piedmont has every reason to
be proud oJ this outstanding Company we
have built. While this holiday season is one
of many happy such eventsfor us, there is an
unusual aspect that still sets it apart. And
that is simply this:for thefirst time in many
years, most of our competitors have reason to
feel better about their Jobs and this industry.
Many of them are having very successful
years as well. That is as it should be, and it
demonstrates that Piedmont people are suc
ceeding in good times by virture of their own
strengths, not in hard times by reason of
competitors' misfortunes.
On behalf of our Board of Directors and
Officers, I want to thank youfor your contri
butions to Piedmont’s success. I want to wish
you the happiest of holidays, and prosperity,
security and good health to you and your
loved ones in the year, and years, to come.
William R. Howard
President and
Chief Executive Officer
is better when the consumer
chooses among carriers.
Our stock should be easier to
trade because our "arrival” in the
category with the nation’s largest
and most successful airlines dem
onstrates that our vast growth over
the past half-decade has been
soundly managed. It removes any
lingering doubts that we had been
growing without a real sense of
purpose.
It should enhance our respect
among travel agents, hotel opera
tors, tour operators, and almost
every segment of the industry, in
cluding our competitors.
And, not least by a long shot, it
gives us a bigger and more solid
foundation to build upon for the
future.
Piedmont people have, at last,
carved out their long-wanted niche
among the nation’s biggest and
best airlines.
Piedmont moves ahead
In frequent flyer game
The response to Piedmont’s new
Frequent Flyer Bonus Program has
been outstanding.
"Applications are being snatched
up quickly and we’re already receiv
ing many letters inquiring about
our program,” George Steams,
manager - advertising, said.
"Employees throughout the Com
pany have worked together to get
the project off the ground and we re
veiy excited to have had such a fine
start.”
Piedmont announced its long-
awaited Frequent Flyer Bonus Pro
gram on November 12 at a news
conference at the Stouffer Hotel in
Washington, D.C. But preparation
for the announcement began
months earlier.
"We have studied frequent flyer
programs for quite some time and,
in late spring, began working on
the project in earnest,” Stearns,
who has been responsible for
implementing the program, said.
"Now it’s a matter of managing the
program through the introductory
and growth stages. Part of what
we’ll do is continue to look for
opportunities to enhance the
awards and mileage credits. For
example, we’ll consider adding
more hotel chains, commuter air
lines and, possibly, another inter
national air carrier.”
Flyers signing up with the pro
gram began earning mileage points
November 15 and the passenger
who accumulates the most mileage
in the 1985 calendar year will earn
a year’s free transportation on
Piedmont.
Besides accruing mileage when
flying on Piedmont, travelers can
earn mileage credits for staying at
Stouffer Hotels, for international
travel on British Airways and, be
ginning March 1, 1985, for renting
automobiles from Hertz.
Other outstanding awards fre
quent flyers can earn include:
— Free international travel on
British Airways.
— Four awards of a year’s free
use of a Lincoln Continental.
— Free rentals of Hertz automo
biles (beginning March 1, 1985).
— Free cruises on Carnival
Cruise Lines.
— Free stays at Stouffer Hotels.
"We’ll benefit in a number of ways
from the program,” Stearns said.
“First, it gives us a direct line
of communication with our best
customers. Second, the program
should attract many travelers who
have used other airlines because
those carriers offered frequent flyer
programs while Piedmont didn’t.
Third, as our route system continues
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