m pieomoninm
VOL. VII, NO. 5
APACE WITH THE PACEMAKER
JULY, 1964
tfjou have yet
tofly...
your friends who travel by plane will tell you you’re miss
ing something. Time, for instance, that you could spend
there, vacationing, visiting with family, making money.
And you’re missing the convenience of travel that
lets you relax and enjoy your trip, instead of watching
'the bumper ahead on the highway.
Next time you travel, take a plane . . . preferably a
Piedmont Pacemaker!
FROM WASHINGTON NATIONAL AIRPORT
Jly Piedmont to
ASHEVILLE, N.C.
RICHMOND AM.
ROANOKE, BRISTOL-KINGSPORT-
JOHNSQN CITY, WINSTON-SALEM
and 57 other cities
PHONE District 7-1800 or your travel agent
PIEDMONT
AIRLINES
Ads with an "Around Here . . theme are running in smaller cities
on Piedmont system. Those with an "If" theme — "if you have yet to
fly . . "if you usually fly on business . . are being aimed at
Piedmont's larger markets.
m
New Advertising Series
Breaking Over System
Adron "Woody" Woodruff receives sportsmanship trophy from Johnny
Cocus (right), President of the Princeton Industrial Bowling League.
Industriol Bowling League IHonors
'Woody' Woodruff's Sportsmanship
By Ed Jones, BLF
Everyone at the Bluefield sta
tion and their bowling team is
mighty proud of Agent Adron
“Woody” Woodruff.
Recently Woody received a
trophy for his fine sportsman
ship from the Princeton Indus
trial Bowling League. The award
was presented at the League’s
annual bowling banquet by John
ny Cocus, President of the group.
At Chicago
In addition to the local bowl
ing team, Woody has also par
ticipated in other events. On
April 25, he drove to Chicago
to bowl against 25 of the best
wheel chair bowlers in the en
tire midwest section of the
United States.
Woody returned with tenth
place honors and the right to
enter the national tournament
in Dallas on June 12. Woody said
he was the only participant in
the Chicago tournament from
West Virginia, and the only
other bowler from anywhere
near our section was from
Akron, Ohio.
Scratch Total
During the one-day tourna
ment each participant rolled nine
games. Woody finished them
with a scratch total of 935 pins
and 1412 with the handicap.
On June 12 he went to Dallas
to the American Wheelchair
Bowling Association National
Tournament. With 75 bowlers
participating, he placed 22nd in
the handicap division with an
average of 116 scratch.
We’re all very proud of Woody
and his accomplishments.
A unique approach aimed at
building the total air travel mar
ket and increasing recognition of
the value of scheduled airline
service has been undertaken by
Piedmont Airlines in its adver
tising program for 1964.
A description of the program
was given recently by W. G. Mc
Gee, Assistant Vice President—
Sales.
He explained that Piedmont is
carrying a series of 450-line news
paper ads in its major markets
with headlines such as, “If you
have yet to fly . . .,” “If you sel
dom fly on weekends . . .,” “If
you fly five or six times a year
. . .,” and “If you usually fly on
business ...”
The advertisements cover such
subjects as the benefits of travel
ing by air in general and on
Piedmont specifically; the econo-,
my of Piedmont’s weekend ex
cursion fares; the value of using
a scheduled airline like Pied
mont for shorter trips as well as
for long hauls; and the avail
ability of Piedmont’s seven-day-a
week Family Plan for pleasure
travel.
Throngh 1964
McGee said the company plan
ned to continue this series v/ith
additional subjects being brought
into focus during the remainder
of 1964, if not longer.
It was explained that the
themes are being supported in
Piedmont’s radio advertising and
in other media where appropri
ate.
In smaller cities, advertising
with the headline theme,
“Around Here People Rely On
Piedmont,” is being carried to
remind air travelers and poten
tial air travelers of the value of
daily scheduled service to the
economy of the area and to its
future growth and progress. The
newspaper advertisements are
being further tailored to say
“Around Pulaski,” “Around Hot
Springs,” etc.
Around Here
The “Around Here, People Re
ly on Piedmont” theme, using an
arrow circling a map of the Pied
mont route system, is also being
used in trade publication adver
tising; in the Wall Street Jour
nal; in regional and specialized
publications; in outdoor and bus
advertising; and in sales promo
tion material. Piedmont’s radio
and television commercials are
also emphasizing this theme.
McGee pointed out that Pied
mont has a variety of diversified
markets and marketing prob
lems.
He said Piedmont recognizes
that in all of its terminal mar
kets and in most of its major
intermediate cities there are
other airlines and other airline
advertising — some in direct
AROUND
OAK RIDGE
people rely on
PIEDMONT
as a pace-setting part of community growth!
Piedmont provides rapid, convenient flights
to cities in a nine-state area, with connec
tions to points around the worJd. Next time
you fly, enjoy Piedmont’s modern, efficient
equipment and friendly service. Take a
Piedmont Pacemaker!
/y-om Knoxville to
WASHINGTON
Morning and afternoon service
CHARLOTTE
2 convenient flights
NORFOLK
Morning, noon and afternoon
service
Phone Piedmont Airlines
or your Inve! agent
PIEDMONT
AIRUNES
SERVES YOU BETTER
OAK RIDGE 64 7
competition with Piedmont’s ser
vice.
Are Aware
“There is strong evidence,” he
said, “that a relatively large
number of people in the cities
which have a lot of air service
are aware of the benefits and
advantages of air travel, but in
order to be sold, they need to
relate the benefits directly to
their own circumstances.
“In these markets our goal
with our current program is to
capitalize on the existing level
of market development and ac
ceptance of air travel, with ad
vertising designed to expand the
total market.”
Newspaper advertisements of
600 lines and 150 lines are being
used for “destination” copy in
major markets, with 150-line ads
being used in the smaller ones.
The majority of Piedmont’s
paid advertising is concentrated
in local newspapers in cities on
the system. The company also
carries some paid advertising in
radio and outdoor in selected
markets, and in regional, trade,
military, and college publica
tions.
Trade Agreements
A portion of Piedmont’s pro
gram is carried out under terms
of trade agreements with media,
authorized by the Civil Aero
nautics Board. Media taking part
in Piedmont trade agreements
include newspapers, radio and
television stations, outdoor com
panies, bus card companies, and
regional and specialized maga
zines.
McGee said Piedmont’s pro
gram was developed as a result
of careful analysis of a mass of
statistical information regarding
traffic and traffic patterns, load
factors, connecting business,
competition, available service,
status and growth potential of
individual markets, and many
other factors.
“We were also aided by on-
plane surveys which gave us a
good profile of our present pas
sengers,” he noted.
Piedmont Airlines’ advertising
program is handled by Liller
Neal Battle and Lindsey, Inc., of
Atlanta, Ga.
Decision Out In East N. C. Case
The Civil Aeronautics Board
(CAB) has issued a decision
stating that the public conven
ience and necessity require that
the certificated points of Rocky
Mount, Kinston, and Goldsboro
continue to receive air service
through their present airports
rather than through a new sin
gle airport.
In so doing the Board termi
nated its Eastern North Carolina
Area Airline Service Airport In
vestigation.
The investigation was ordered
by the CAB on August 21, 1962,
in response to a petition by the
Pitt County-City of Greenville
Airport Commission which
sought to have Piedmont Air
lines serve the area through an
area airline service airport in
stead of through the three air
ports adjacent to Rocky Mount,
Kinston, and Goldsboro.
Other Groups
Additional groups joined with
Pitt County-City of Greenville to
become the “Eastern Sector Par
ties.” Others in the group are
Beaufort, Martin, and Green
Counties, and the cities of Wash
ington, Williamston, Farmville,
and Snow Hill.
They proposed to build a new
area airport at Toddy, about 16
miles from Greenville. They
were supported by the Board’s
Bureau of Economic Regulation.
Examiner Russell A. Potter,
in his initial decision of October
1, 1963, ruled against amending
Piedmont’s certificate to provide
scheduled airline service to east
ern North Carolina at one or
more centrally located airports
and ordered the proceeding term
inated.
Ordered Review
The CAB ordered discretionary
review and, except for some
modifications, adopted as its own
findings and conclusions Potter’s
initial decision.
The Board, noting that its duty
is to promote air transportation,
said to eliminate service at the
three local airports and desig
nate an area airport at Toddy
“would be adverse to the public
convenience and result in public
inconvenience.”
Piedmont had urged that its
services be retained at the three
local airports.