U. S. Radio (Jan-Dec 1960)

air france Paul Burrows, advertising manager for the Air France North American Division helped set up the firm's new radio advertising approach for the I960 jet service. According to Myron Clement, public relations director for the bureau, this long-standing arrangement is advantageous to both parties because it makes the most efficient use of the availal)lc l)udgets to itnpress the French image on the American public. "By working together under previous program sponsorship arrangement and the present spot use, we can insure that the public hears about France at given times. By concentrating and not diluting this image, one of om commercials builds on the impression made bv the others. We at the tourist ofiice talk about the attractions of the country itself, and the airline talks about the attractions of traveling to it. What could dovetail better?" At the present time, the tourist bureau and the airline share 17 oneminute spots over WQXR in the New York market. Each organization gets eight spots one week and nine the next. In the other nine radio markets each company gets three announcements per week. Neither sponsor refers to the other in its commercials — the only connection from the public's viewpoint being the subject matter— France. The spots are aired primarily during the evening hours, aimed at reaching the entire family when it is most likely to be together. "Both men and women are important to us," says Mr. Burrows, "be cause while the husband pays for the tickets, the wife can influence the choice of air carrier. "We stick to good music stations lor the obvious reason that we are selling a luxury product and avc feel oiu best market is among the financial and cultinal upper brackets. Our theory is that a family must have both the means to use our service and the desire to see fara\\ay places." To stinuilate interest in world^\ ide travel in general and French tourism in particular, the airline's commercials in 1960 will emphasize the comfort of flying via Air France and the French atmc)s|)hcre on the ])lanes. This will be in addition to ihe publicity given in each market to the new jet flight schedules. The major commercial copy points will include: largest and most dependable airline, jet speed, excellence of cuisine, interior comfort and Parisian decor, fares, schedules and addresses of district offices in each city for inquiries. The commercials will be delivered live by the local announcer in each city. A typical announcement will sound like this: A lone American made headlines some 30 years ago by flying from New York to Paris in 36 hours! Starting the end of January you can make that same trip — any day — in just six hours and a half, thanks to the new Air France Boeing 707 Intercontinentals — world's fastest, largest, longest-range jetliners ! These giant new jetliners are Americanbuilt but they are unmistakably French in decor, service and cuisine ! The atmosphere is bright, cheerful, subdued, restful. The stewards and hostesses attend to your every wish and need with speed, efficiency and extraordinary courtesy. And the food is a gourmet's dream, prepared in separate galleys — one for economy class, one for de luxe meals. Anyway you look at it, it's a fabulous experience — flying to Paris aboard a luxurious new Air France Boeing 707 Intercontinental. . .Remember, jet service starts the end of January. Round trip New York to Paris, just $532.20 economy class... only $979. 60 de luxe. For reservations see your travel agent or call Air France. Phone Olympia 6-6000. That's Olympia 6-6000. This kind of straight-forward selling annoimcement represents a considerable shift in emphasis from the more institutional commercials in (Cont'd on p. 56) ■■^ ^-■^ BB ■Bl Mr] l'W^"''IH K j^^Hhl'v a 1 3 1 ^ ^ \ ^^^^H ■^iff ^t h9 wt. ^l&^'fix ^a ^^g^ 1 Arthur Wurlmann, BBDO account executive (I.) discusses Air Frances expanded radio plans for new jet service with Robert Haller, assistant account executive. 36 V. S. RADIO • January 1960