VISUAL STRATEGY GUIDE
Visual STRATEGY guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
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VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
Visual STRATEGY guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
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PAN AM
CONTENTS
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HISTORY OF PAN AM _ FORMATION _ CLIPPER ERA _ EXPANSION OF THE AIRLINE _ SUMMARIZED TIMELINE _ BRIEF OVERVIEW
VISUAL STRATEGY GUIDE
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AUDIENCE _ PERSONA DEVELOPMENT _ WHAT IS A PERSONA? _ PERSONAS AND THE DESIGN PROCESS
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VISION _ OLD VISION: LEISURE _ NEW BRAND: DISCOVERY
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APPENDIX _ IMAGE SOURCE _ INFORMATION SOURCE
COMPETITORS _ WHY ARE COMPETITORS IMPORTANT? _ CURRENT COMPETITORS _ ADJACENT COMPETITORS _ FUTURE COMPETITORS
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1 HISTORY OF PAN AM
VISUAL STRATEGY GUIDE
_ FORMATION
_ CLIPPER ERA
_ EXPANSION OF THE AIRLINE
_ BRAND SOUL AND MISSION STATEMENT _ TIMELINE _ OVERVIEW
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PAN AM IN RETROSPECT Pan American World Airways also known as Pan Am, was founder in 1927 as a scheduled air mail and passenger service operating between Key West, Florida, and Havana, Cuba, the airline became a major company credited with many innovations that shaped the international airline industry, including the widespread use of jet aircraft, jumbo jets, and computerized reservation systems.
FORMATION Pan American Airways, Incorporated (PAA) was founded as a shell company on March 14, 1927 by Air Corps Majors Henry H. "Hap" Arnold, Carl A. Spaatz, and John H. Jouett as a counterbalance to the German-owned Colombian carrier SCADTA, operating in Colombia since 1920. SCADTA lobbied hard for landing rights in the Panama Canal Zone, ostensibly to survey air routes for a connection to the United States, which the Air Corps viewed as a precursor to a possible German aerial threat to the canal. Arnold and Spaatz drew up the prospectus for Pan American when SCADTA hired a company in Delaware to obtain air mail contracts from the U.S. government. Pan American was able to obtain the U.S. mail delivery contract to Cuba, but lacked any aircraft to perform the job and did not have landing rights in Cuba. On June 2, 1927 Juan Trippe formed the Aviation Corporation of the Americas (ACA) with the backing of powerful and politically connected financiers who included Cornelius Vanderbilt Whitney and W. Averell Harriman, and raised $250,000 in startup capital from the sale of stock. Their operation had the all-important landing rights
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for Havana, having acquired American International Airways, a small airline established in 1926 by John K. Montgomery and Richard B. Bevier as a seaplane service from Key West, Florida, to Havana. ACA met its deadline of having an air mail service operating by October 19, 1927 by chartering a Fairchild FC-2 floatplane from a small Dominican Republic carrier, West Indian Aerial Express. Pan Am's holding company, the Aviation Corporation of the Americas, was one of the most sought after stocks on the New York Curb Exchange in 1929, flurries of speculation surrounded each of its new route. In April 1929 Trippe and his associates reached an agreement with United Aircraft and Transport Corporation (UATC) to segregate Pan Am operations to south of the Mexico – United States border.
VISUAL STRATEGY GUIDE
Above and right: Published newspaper advertisements of Pan American Airways in the early 1950’s.
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CLIPPER ERA Pan Am started its South American routes with Consolidated Commodore and Sikorsky S-38 flying boats. The S-40, larger than the eight-passenger S-38, began flying for Pan Am in 1931. Carrying the nicknames American Clipper, Southern Clipper, and Caribbean Clipper, they were the first of the series of 28 Clippers that symbolized Pan Am between 1931 and 1946. During this time, Pan Am operated Clipper services to Latin America from the International Pan American Airport at Dinner Key in Miami, Florida. In 1937 Pan Am turned to Britain and France to begin seaplane service between the United States and Europe. Pan Am reached an agreement with both countries to offer service from Norfolk, Virginia, to Europe via Bermuda and the Azores using the S-42s. A joint service from Port Washington, New York to Bermuda began in June 1937, with Pan Am using Sikorskys and Imperial Airways using the C class flying boat RMA Cavalier. On July 5, 1937 survey flights across the North Atlantic began. Pan Am Clipper III, a Sikorsky S-42, landed at Botwood in the Bay of Exploits in Newfoundland from Port Washington, via Shediac, New Brunswick. The next day Pan Am Clipper III left Botwood for Foynes in Ireland. The same day, a Short Empire C-Class flying boat, the Caledonia, left Foynes for Botwood, and landed July 6, 1937, reaching Montreal on July 8 and New York on July 9. PAA's China Clipper service cut the time of a transpacific crossing from as much as six weeks by sea to just six days by air. Trippe decided to start a service from San Francisco to Honolulu and on to Hong Kong and Auckland following steamship routes. After negotiating traffic rights in 1934 to land at Pearl Harbor, Midway Island, Wake Island, Guam, and Subic Bay (Manila), Pan Am shipped $500,000 worth of aeronautical equipment westward in March 1935 using the North Haven, a 15,000 ton merchant ship it chartered for the purpose of provisioning each island that the clippers would stop at on their 4 to 5-day flight. Pan Am ran its first survey flight to Honolulu in April 1935 with a Sikorsky S-42 flying boat. The airline won the contract for a San Francisco – Canton mail route later that year and operated its first commercial flight carrying mail and express (no passengers) in a Martin M-130 from Alameda to Manila amid media fanfare on November 22, 1935.
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VISUAL STRATEGY GUIDE
he five-leg, 8,000-mile (12,875 km) flight arrived in Manila on November 29 and returned to San Francisco on December 6, cutting the time between the two cities via the fastest scheduled steamship by over two weeks. (Both the United States and Philippine Islands issued special stamps for the two flights.) The first passenger flight left Alameda on October 21, 1936. The fare from San Francisco to Manila or Hong Kong in 1937 was $950 one way (about $15640 in 2015) and $1,710 round trip. The "Clippers" — the name hearkened back to the 19th century clipper ships – were the only American passenger aircraft of the time capable of intercontinental travel. To compete with ocean liners, the airline offered firstclass seats on such flights, and the style of flight crews became more formal. Instead of being leather-jacketed, silk-scarved airmail pilots, the crews of the "Clippers" wore naval-style uniforms and adopted a set procession when boarding the aircraft. In 1942, while waiting at Foynes, County Limerick, Ireland for a Pan Am Clipper flight to New York, passengers were served a drink today known as Irish coffee by Chef Joe Sheridan. During World War II most of the Clippers were pressed into military service. Pan Am pioneered a new air route across Western and Central Africa to Iran, and in early 1942 the airline became the first to operate a route circumnavigating the globe. Another first occurred in January 1943, when Franklin D. Roosevelt became the first U.S. president to fly abroad, in the Dixie Clipper. During this period Star Trek creator Gene Roddenberry was a Clipper pilot; he was aboard the Clipper Eclipse when it crashed in Syria on June 19, 1947.
Left: Pan American air routes as of 1936 from the copper collection of aviation history.
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EXPANSION OF THE AIRLINE In January 1946 Pan Am scheduled seven DC-4s a week east from LaGuardia Airport, five to London (Hurn airport) and two to Lisbon. Time to Hurn was 17 hours 40 minutes including stops, or 20 hours 45 minutes to Lisbon. A Boeing 314 flying boat flew LaGuardia to Lisbon once every two weeks in 29 hours 30 minutes; flying boat flights ended shortly thereafter. TWA's transatlantic challenge – the impending introduction of its faster, pressurized Lockheed Constellations – resulted in Pan Am ordering its own Constellation fleet at $750,000 apiece. Pan Am began transatlantic Constellation flights on January 14, 1946, beating TWA. In January 1946 Miami to Buenos Aires took 71 hours 15 minutes in a Pan Am DC-3, but the following summer DC-4s flew Idlewild to Buenos Aires in 38 hr 30 min. In January 1958 Pan Am's DC-7Bs flew New York to Buenos Aires in 25 hours 20 minutes, while the National – Pan Am – Panagra DC-7B via Panama and Lima took 22 hours 45 minutes. Convair 240s replaced DC-3s and other pre-war types on Pan Am's shorter flights in the Caribbean and South America. Pan Am also acquired a few Curtiss C-46s for a freight network that eventually extended to Buenos Aires. In January 1946 Pan Am had no transpacific flights beyond Hawaii, but they soon resumed with DC-4s. In January 1958 the California to Tokyo flight was a daily Stratocruiser that took 31 hours 45 minutes from San Francisco or 32 hours 15 minutes from Los Angeles. (A flight to Seattle and a connection to Northwest's DC-7C totaled 24 hours 13 minutes from San Francisco, but Pan Am was not allowed to fly that route). The Stratocruisers' double-deck fuselage with sleeping berths and a lower-deck lounge helped it compete with its rival. "Super Stratocruisers" with more fuel appeared on Pan Am's transatlantic routes in November 1954, making nonstop eastward and one-stop westward schedules more reliably. In January 1950 Pan American Airways Corporation officially became Pan American World Airways, Inc. (The airline had begun calling itself Pan American World Airways in 1943. In September 1950 Pan Am completed the $17.45 million purchase of American Overseas Airlines from American Airlines. That month Pan Am ordered 45 Douglas DC-6Bs. The first, Clipper Liberty Bell (N6518C), inaugurated Pan Am's all-tourist class Rainbow service between New York and London on May 1, 1952 to complement the all-first President Stratocruiser service. From June 1954, DC-6Bs began replacing DC-4s on Pan Am's internal German routes.
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Pan Am introduced the Douglas DC-7C "Seven Seas" on transatlantic routes in summer 1956. In January 1958 the DC-7C nonstop took 10 hours 45 minutes Idlewild to London, enabling Pan Am to hold its own against TWA's Super Constellations and Starliners. In 1957 Pan Am started DC-7C flights direct from the West Coast of the United States to London and Paris with a fuel stop in Canada or Greenland. The introduction of the faster Bristol Britannia turboprop by British Overseas Airways Corporation (BOAC) between New York and London from December 19, 1957 ended Pan Am's competitive leadership there. In January 1958 Pan Am scheduled 47 flights a week east from Idlewild to Europe, Africa, the Middle East and beyond; the following August there were 65.
Above: Pan Am Boeing 707-100 at JFK 1961 Proctor.
VISUAL STRATEGY GUIDE
IN JANUARY 1950, PAN AMERICAN AIRWAYS CORPORATION OFFICIALLY BECAME PAN AMERICAN WORLD AIRWAYS, INC.
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summarized TIMELINE OF PAN AM Illustrated below are a few important dates in the history of Pan Am. The timeline begins in 1927, the year Pan American World Airways evolved from an air carrier service to luxury air travel. The timeline calls out important airline routes, introduction of revolutionary airline features, and finally ends with Pan America’s declaration of bankruptcy in the year 1991.
SEPTEMBER 15, 1945 After peace was declared in 1945, Pan Am looked to re-establish its pre-war route network - which had been exclusively international.
APRIL 16, 1935 Pan Am would begin Trans-Pacific service to Manila in the Philippines via Hawaii, Midway Island, Wake Island and Guam.
APRIL 11, 1939 In 1939 Pan Am would initiate Trans
OCTOBER 27, 1927
Atlantic service with the Boeing 314 "Yankee Clipper"
Pan Am Airlines was founded as an International Company.
JUNE 17, 1947 In 1947, Pan Am launched "Round the world" service with a Constellation departing New York and flying to San Francisco via points in Europe, & Asia.
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DECEMBER 4, 1991 Pan American World Airways, for more than five decades an unofficial symbol of the United States abroad,
APRIL 1, 1949 In 1949 Pan Am introduced the world to the Boeing 377, "Stratocruiser." This double deck piston aircraft offered sleeper seats & berths as well.
files for bankruptcy.
NOVEMBER 20, 1978 In 1978 Pan Am proposed a merger with National Airlines to allow the company to quickly acquire domestic routes with the advent of airline deregulation in the United States.
DECEMBER 2016 Pan Am decides to rebrand
DECEMBER 21,1988
itself by promoting and encouraging cultural exchange.
Pan Am flight 103 en route from London to New York was blown up
MAY 14, 1952 Pan Am became the first international
by a terrorist bomb over Lockerbie, Scotland with the loss of all 270 souls aboard.
airline to petition for and inaugurate "tourist" (economy class) service on many international routes.
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PAN AM: Brief overview BRAND HISTORY Pan American Airways, Incorporated (PAA) was founded as a shell company on March 14, 1927 by Air Corps Majors Henry H. “Hap” Arnold, Carl A. Spaatz, and John H. Jouett as a counterbalance to the German-owned Colombian carrier SCADTA, operating in Colombia since 1920. With it’s humble beginning in the American mail delivery service, it soon evolved into luxury air travel with first class dining, for which it is most remembered for. At it’s height, Pan Am was well regarded for it’s modern fleet and experienced crews.
BRAND DESCRIPTION Pan Am, as the slogan goes, is “Gone But Not Forgotten”. From its foundation as America’s first international airline on October 28, 1927, to its peak in the 60s, and throughout the remainder of the 20th century, Pan American Airlines represented luxury, glamour and limitless possibilities. At its peak in the late 1960s and early 1970s, Pan Am advertised under the slogan, the “World’s Most Experienced Airline”. The Pan Am brand of today lives for intimate experiences, adventure, and the thrill of the journey – no matter what your mode of travel.
BRAND SOUL A portal to the world with infinite intrigue of discovery.
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OUR MISSION IS TO OFFER INFINITE POSSIBILITIES TO CONNECT TO THE WORLD BY USHERING IN AND PROMOTING CROSS CULTURAL EXPERIENCES.
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AUDIENCE
_ PERSONA DEVELOPMENT _ WHAT IS A PERSONA?
_ PERSONAS AND THE DESIGN PROCESS _ Pan am’s target audience
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EACH PERSONA REPRESENTS A SIGNIFICANT PORTION OF PEOPLE IN THE REAL WORLD.
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PERSONA DEVELOPMENT Today’s consumers are demanding more from companies. Customers expect products, services, and information that are timely and catered to their specific needs and desires. Pan Am is developing and marketing products based on a specific demographic. The brand aims to meet the needs of all of the customers in this demographic—hence not a “one size fits all” mentality.
WHAT IS A PERSONA? A persona is a way to model, summarize and communicate research about people who have been observed or researched . A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people. Each persona represents a significant portion of people in the real world and enables the designer to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals. Personas aid designers to create different designs for different kinds of people and to design for a specific somebody, rather than a generic everybody.
PERSONAS AND THE DESIGN PROCESS Alan Cooper co-founded Cooper in 1992. He is widely known for his role in humanizing technology and conducting goal-directed design methodology and invented personas as practical interaction design tools to create high-tech products that delight user’s sensibilities. Since its humble origin, Alan Cooper’s design methodology has evolved into a subset of user-centered design, which he has branded goal-directed design. Goal-directed design combines new and old methodologies from ethnography, market research and strategic planning, among other fields, in a way to simultaneously address business needs, technological requirements (and limitations) and user goals. Personas are a core component of goal-directed design. I have found that understanding the fundamentals of this goal-directed approach to design first will help the designer understand and properly use personas.
Source: https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/
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“I love adding soul and emotion to my cooking. I find it so interesting how soul food is so different in every city, heck, even every home.�
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NEIL JULIAN “THE BACKPACKER�, 28 years old Neil travels with his best friend and most loyal companion, the backpack. He is flexible, curious and is good at traveling cheap. He is enthusiastic about everything, be it a new dish he just tried, or a new sight he just saw. He is constantly looking for new ingredients and recipes to expand his culinary capabilities. _Neil developed his interest in the food industry while backpacking through Europe in his early teens. _He cooks not only with his knowledge but also with his heart and his stomach. _His mother was his greatest teacher and he values home-cooked meals and local restaurants more over fine dining. _He is looking to expand his culinary knowledge and wants to step out of his comfort zone. _Learning can happen in multiple ways and he believes in intimate travel experiences as it has inspired him many times before. He is a quick learner and is very observant. _He keeps a journal with the countries he has visited, local attractions he has seen, the local cuisines he has tasted and the food tracks he has been to. _He looks for new ingredients, recipes and flavors wherever he goes. _Working in the fine dining industry, Neil craves a more laid back experience when he is on vacation.
NATIONALITY: Irish OCCUPATION: Sous Chef INCOME: $100,000/year RESIDENCE: Dublin, Ireland
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“Let’s be honest: traveling is expensive. Heck, life is expensive. It seems like you’re taking a dollar out of your pocket for something.”
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SAM JONES “THE BUDGETER”, 33 years old Sam loves to travel and he always travels with his fiancée. Since they are planning for the big day and saving up for it as well, budget friendly trips have become the most efficient traveling method for the couple. He loves the outdoors and she loves the city and so they are looking for something that offers both. _For Sam, budgeting has always gotten him excited. _The phrase “spare no expense” is not applicable to him. There will be expenses spared. _He prefers bed and breakfast’s over luxury hospitality an any day. _He would be squirming to get off of an all-inclusive vacation. _Sam and his fiancée want to see not only the best and most valuable that their destination has to offer, but also want to leave feeling like they really know the place. _Because they’ve been researching for ages, they’ve found the cool stuff that lots of other travelers would never know was there. _Sam’s wife to be isn’t an American and so he tries to learn as much about her culture and her family as he possibly can. _He is constantly tuned into the National Geographic channel and even subscribes to the magazine as different cultures intrigue him. _He hopes to experience the world one day, if only it wasn’t so expensive.
NATIONALITY: American OCCUPATION: Financial advisor INCOME: $80,000/year RESIDENCE: Sacramento, California
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“I look for little opportunities for a quick chat with a local. You’d be surprised how much you could learn about a city from conversation.”
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OLGA KREL “THE BUDDING AUTHOR”, 28 years old A literature major, Olga is always a little bit somewhere else, deep in thought, wondering how to capture a moment in words or how to convert a real-life scenario into a fictional scene. She spends her time exploring her new city, searching for inspiration. The geographical accuracy in her written work is detail oriented. _Olga has always wanted to become an author. She is willing to do whatever it takes for however long it takes to reach her goal. Research is key. _Coming to Chicago from Sweden, she wants to learn the American way of life from a local. _She is currently working on a novel based in the city of Chicago. Being new to the city, she wants to learn more about her new home, do as locals do and go where locals go. _A lone traveler, she always seeks new experiences, adventures and a friendly face or two. _Olga tends to wear many hats and takes on the characteristic of the people in her stories. Writers, like actors, get to ‘play’ many different personas: The local and the tourist. _She is very detail oriented and goes the extra mile to learn about a subject of interest. _She spends her free time writing, reading, and engaging with new people. _She often takes a bus to a different part of the city to discover local treasures. _She subscribes to the National Geographic and loves learning about cultures as she draws inspiration from every possible medium.
NATIONALITY: Swedish OCCUPATION: Full time student, Part time bar tender INCOME: $30,000/year RESIDENCE: Chicago, Illinois
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“I live to teach and I love experiences new things. Whenever I find something new and interesting I always think to myself, “My students would love this!”. Memories are priceless.”
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JIN CHAN “THE PASSIONATE TEACHER”, 30 years old Gin has devoted every summer vacation to a budget friendly, adventurous and intimate travel experience. She always reads up on the cities and memorizes various facts before she visits them. She also makes it a point to encourage local businesses. She chooses to travel through the city like a local and not a tourist. _Gin has her ears, mind and eyes wide open all the time. _She has tremendous stamina and always wears sensible shoes. _Being a teacher, she always does a lot of research beforehand, packs a lot of books and to return with even more. _Her top 3 TV channels are “Travel & Living”, “The history channel” and “Discovery”. _She loves experiencing different cultures, local culture, meeting people from various countries and hearing their perspective on life. _ From personal appearance to organizational skills, Gin is always prepared for each day. Her communication skills are exemplary, whether she is speaking with an administrator, one of her students or a fellow traveler. _She believes that the more she learns and experiences, the more she can share with her students back in Seoul. _Even though she has a taste for the finer things in life, she craves human connection and conversation, be it with a familiar face or an unfamiliar one.
NATIONALITY: Korean OCCUPATION: High school geography teacher INCOME: $35,000/year RESIDENCE: Seoul, Korea
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“I think of myself as a traveler and not tourist. Why? Because I’m here to see and observe things and not buy them.”
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RAJ PATEL “THE EXCHANGE STUDENT”, 22 years old Raj, an international student from India, is about to graduate from university in Austin and will be leaving to go back home in a few months. Since he loves living like a local, when he travels he looks for cultural experiences too.
_Raj wants to get the most out his American experience but spends most of his time at school. _He seeks opportunities to embrace, discover and immerse himself in the culture, people and settings of the places he visits. _He spends his time watching television, be it a movie or a documentary. _He isn’t content with just visiting historic sites and watching from the sidelines. _He often attempt to converse with locals, attend local festivals and goes off the beaten path to discover how people truly live. _Traveling alone or in small groups, he seeks the freedom to observe and learn. _ As a bit of an escapist, he searches for relaxation and simplicity. Short breaks and getaways are preferred to long-distance travel. _He quickly adapts to personal challenges and risks, easily figuring out how to make the most of every situation. _He subscribes to The New York Times, National Geographic and Culturama.
NATIONALITY: Indian OCCUPATION: International student and part time barista INCOME: $20,000/year RESIDENCE: Austin, Texas
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3 VISION
VISUAL STRATEGY GUIDE
_ OLD BRAND VISION: LEISURE
_ NEW BRAND VISION: DISCOVERY
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OLD BRAND: LEISURE Pan Am in it’s golden days represented luxury services that catered primarily to the rich and wealthy. Travel was expensive in the early 1970’s unlike today. The airlines would fly you domestically and internationally, distances were now made smaller and cultural experiences made accessible. Represented below are images of the brand depicted as articles of clothing, places, things, food, shoes, textures, jewelry and more.
Designer watch
Champagne
Pan American Airways, evolved into luxury air travel with first class dining AND EXPERIENCED CREWS, for which it is most remembered for. 36
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A chihuahua
Expensive leather
Designer shoes
Jewelry
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NEW BRAND: DISCOVERY The Pan Am brand of today lives for intimate experiences, adventure, and the thrill of the journey – no matter what your mode of travel. Pan Am now provides a portal to the world with infinite intrigue of discovery and cross cultural experiences. Represented below are images of the brand re-imagined as articles of clothing, places, things, food, shoes, textures, jewelry and more.
Comfort food
A functional watch
Pan American am of today provides a portal to the world with infinite intrigue of discovery.
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Comfortable shoes
Jewelry
Lush foliage
Locally brewed beer
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Adventure
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Exploration
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4 competitors
VISUAL STRATEGY GUIDE
_ WHY ARE COMPETITORS IMPORTANT? _ CURRENT COMPETITORS _ ADJACENT COMPETITORS _ FUTURE COMPETITORS
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EVERY BUSINESS HAS COMPETITION. IT IS IMPORTANT TO LOOK OUTSIDE YOUR COMPETITION.
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BRAND COMPETITORS Whether you’re a micro-business, an established brand or just someone with the beginnings of a great idea, it pays to keep an eye on what your competitors are doing. Through competitor analysis, you can future-proof your business and anticipate what’s around the corner for your industry or sector. You needs to constantly keep track of what your competitors are doing so that your place in the industry isn’t eaten up.
The ROLE OF COMPETITIVE ANALYSIS Every business has competition. Understanding the strengths and weaknesses of your competition--or potential competition--is critical to making sure your business survives and grows. While you don’t need to hire a private detective, you do need to thoroughly assess your competition on a regular basis even if you only plan to run a small business. Competitive analysis plays an important role in shaping the marketing strategies of many brands. Your brand’s rank in your market helps reveal your strengths and shortcomings. For many companies, however, competitive intelligence is, at best, incomplete. Looking only at your own industry fails to provide a complete picture. It is important to look outside your competitors, dig a little further. Industry intelligence is important, but keeping tabs on global brands is more critical. To be profitable in the long-term, expand your insights, look beyond your own industry, and identify the most promising brands you need to keep an eye on.
Source: https://www.visioncritical.com/competitive-analysis-beyond-your-own-industry/
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“A nation's culture resides in the hearts and in the soul of its people.” -MAHATMA GANDHI
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current COMPETITORS Listed below are a few brands that Pan Am currently compete with Pan Am. Since the company has been dead for a few decades now, my competitors are those that which existed in Pan Am’s hay day which is between 1975-1990. The current competitors comprise of other airlines and travel services.
The Emirates story started in 1985 when they launched operations with just two aircraft. Today, they fly the world’s biggest fleets of Airbus A380s and Boeing 777s, offering their customers the comforts of the latest and most efficient wide-body aircraft in the skies. They inspire travelers around the world with our growing network of worldwide destinations, industry leading inflight entertainment, regionally inspired cuisine, and world-class service. Lufthansa traces its history to 1926 when Deutsche Luft Hansa A.G. (styled as Deutsche Lufthansa from 1933 onwards) was formed in Berlin. The goal of the Lufthansa Group is to be the first choice in aviation for customers, employees, shareholders and partners. Going forward, the Lufthansa Group therefore intends to continue playing a significant role in shaping the global aviation market. British Airways is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports. British Airways, often shortened to BA, is the flag carrier and the largest airline in the United Kingdom based on fleet size. When measured by passengers carried, it is secondlargest in the United Kingdom behind easyJet. Pan Am’s major U.S. competitor in international flights, Trans World Airways has not survived either. Originally founded in 1925 as a different airline company with the same initials -- Transcontinental and Western Air -- TWA became a major international air carrier after its acquisition by billionaire Howard Hughes in 1939. TWA was, like Pan Am, known as a luxury carrier and considered to be at the cutting edge of technological innovation in air travel.
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Eastern Airlines was once the predominant eastern U.S. airline, although it was eventually hurt by increasing competition from United, Delta and some smaller regional carriers. Eastern was one of the earliest major U.S. air carriers, founded in 1926, headquartered in Miami, and for a time headed by famous flying ace Eddie Rickenbacker.
Continental Airlines was originally founded in 1932 as Varney Speed Lines, transporting mail and passengers in the Southwest. The airline soon began offering flights to Mexico as well. Continental expanded operations significantly in the 1950s following its acquisition of Pioneer Airlines, establishing a Los Angeles hub in the 1960s and pioneering economy fares between Chicago and Los Angeles.
Northwest Airlines has also disappeared from the air travel landscape, but it suffered a less ugly end than Pan Am, TWA and Eastern, disappearing through a friendly merger with a larger carrier. Northwest began operations as a Minneapolis-based air mail carrier in 1926, adding passenger operations in 1927. The airline eventually expanded to operating nationwide in the U.S., and then internationally, providing flights to the Asia Pacific region under the name Northwest Orient.
American Trans Air (ATA), based in Indianapolis, Indiana, was launched in 1973 and became a low-cost scheduled service and charter service airline. Its scheduled flight routes focused on the U.S. mainland and Hawaii, with military and commercial charter flights offered worldwide. ATA became North America’s foremost charter airline, transporting more U.S. military troops than any other commercial airline.
Midway Airlines was a United States airline founded on August 6, 1976, by investor Kenneth t. Carlson and joined by Irving T. Tague and William B. Owens in an October 13, 1976 filing at the CAB for an Airline operating certificate. Although it received its operating certificate from the Civil Aeronautics Board (CAB) prior to the passage of the Airline Deregulation Act in 1978, it is widely recognized as the first post-deregulation start-up. The airline commenced operations in 1979. United Airlines, Inc., commonly referred to as United, is a major American airline headquartered in Chicago, Illinois which began operations in 1931. It is the world’s largest airline when measured by number of destinations served, operates a comprehensive domestic and international route network, and has significant presence in the Asia-Pacific region.
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adjacent COMPETITORS Listed below are a few brands that people interested in Pan Am would also be interested in. Imagine it is 1975 again, what would the average American do for an international and cultural experience? Well, not so much, but however listed below are potential competitors which did offer some form of culture.
La Choy is a brand name of canned and prepackaged American Chinese food ingredients. The brand was purchased in 1990 from Beatrice Foods by ConAgra Foods during the LBO firm Kohlberg Kravis Roberts’ dismantling of the company and is still currently a property of ConAgra. The first product, canned mung bean sprouts, was originally sold in Smith’s Detroit, Michigan, grocery store. Ruiz Foods is an American food production and service company based in Dinuba, California founded in 1964.[1] As of April 2010, it was the top seller of frozen Mexican dishes in the US. Under the brand names of El Monterey and Tornados it produces around 200 frozen Mexican foods for grocery stores throughout the US.
World Market is a chain of specialty/import retail stores, selling home furniture, decor, curtains, rugs, gifts, apparel, coffee, wine, craft beer, as well as several international food products. Cost Plus opened its first store at Fisherman’s Wharf in San Francisco, California in 1958.
Pier 1 Imports Inc. is a Fort Worth, Texas–based retailer specializing in imported home furnishings and decor, particularly furniture, table-top items, decorative accessories, and seasonal decor. The first Pier 1 Imports store opened in San Mateo, California, in 1962. According to the company’s official history, the original store catered to hippy baby boomers and featured love beads and incense. House of Blues is a chain of live music concert halls and restaurants in major markets throughout the United States. House of Blues’ first location, in Cambridge’s Harvard Square, was opened in 1992 by Isaac Tigrett, co-founder of Hard Rock Cafe, and Dan Aykroyd, co-star of the 1980 film The Blues Brothers.
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Maruchan is a Japanese brand of instant ramen noodles and related products produced by Toyo Suisan Kaisha, Ltd of Tokyo, Japan. The Maruchan brand is used for noodle products in Japan, and as the operating name for Toyo Suisan’s division in the United States, Maruchan Inc. In 1972, Toyo Suisan entered the American market with Maruchan USA in 1977. The Hyundai Motor Company is a South Korean multinational automotive manufacturer headquartered in Seoul, South Korea. Hyundai is the fourth largest vehicle manufacturer in the world. Hyundai operates the world’s largest integrated automobile manufacturing facility in South Korea. American Cruise Lines, Inc. is a small-ship cruise line with its headquarters in Guilford, Connecticut, United States. The line operates six small ships along the Eastern Seaboard and Western Seaboard (including Alaska) as well as the Mississippi-Ohio and Columbia-Snake river systems of the United States. The Atlantic Film Festival Association (AFFA) established in 1980 holds four events throughout the year. The Atlantic Film Festival is a 10-day event, screening films from Canada and around the world, and showcasing Atlantic Canadian films and artists. During the first three days of the Festival, AFFA simultaneously runs Strategic Partners, an international co-production market focusing on film & TV and early stage projects that is limited to 200 top industry players from around the world. Boston Film Festival (BFF) is an annual film festival held in Boston in the U.S. state of Massachusetts. It has been held annually since 1984, usually in early September. The Boston Film Festival premiered such notable films as The Last Kiss, A Guide to Recognizing Your Saints, Renaissance, Deliver Us From Evil, Jesus Camp, The Ground Truth, The US vs. John Lennon, A Desperate Crossing, Kiss Kiss Bang Bang, Prime, North Country, and How to Start a Revolution.
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FUTURE COMPETITORS Listed below are a few brands that Pan Am aspires to compete with in the future. Cultural experiences are affordable and accessible in the world we live in. The brands listed below share the bits and pieces of the dream, soul and mission statements as the new Pan Am.
Rift is unlike anything you’ve ever experienced. Whether you’re stepping into your favorite game, watching an immersive VR movie, jumping to a destination on the other side of the world, or just spending time with friends in VR, you’ll feel like you’re really there. Rift uses state of the art displays and optics designed specifically for VR. Its high refresh rate and low-persistence display work together with its custom optics system to provide incredible visual fidelity and an immersive, wide field of view. International Student Exchange Program was founded in 1979 as a small non-profit organization, we have grown into one of the largest study abroad membership networks in the world. As a trusted educational community, we are committed to helping students overcome the financial and academic barriers to study abroad. In partnership with our member institutions, we’re able to connect students to high-quality, academic programs at more than 300 universities in 56 countries. Couchsurfing is a service that connects members to a global community of travelers. Use Couchsurfing to find a place to stay or share your home and hometown with travelers. Couch surfers organize regular events in 200,000 cities around the world. There's always something to do and new friends to meet. Discovery Channel is an American basic cable. It initially provided documentary television programming focused primarily on culture, food tours, popular science, technology, and history, but in recent years has expanded into reality television and pseudo-scientific entertainment.
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Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 191 countries. National Geographic gets you closer to the stories that matter. Through the world’s best scientists, photographers, journalists, and filmmakers, National Geographic captivates and entertains a global community through television channels, magazines, children’s media, travel expeditions, books, maps, consumer products, location-based entertainment and experiences, and some of the most engaging digital and social media platforms in the world.
Land Rover's history is a long and illustrious one that started in 1948 with the one vehicle known simply as Land Rover. Since then, every model has been engineered and designed to answer the same brief: create a powerful 4x4 that combines a sense of comfort with true off-road capabilities. A vehicle to enable drivers and enthusiasts to fulfill their sense of adventure. Lonely Planet tells it like it is, without fear or favour. There's a whole world of amazing sights, hotels, travel companies and gear manufacturers out there - and they want to tell us which ones they think are best. Lonely Planet has gone on to become the world’s most successful travel publisher, printing over 120 million books in eleven different languages. History (originally The History Channel from 1995 to 2008) is an American basic cable and satellite television channel. The channel originally broadcast documentary programs and historical fiction series. Programming on History has covered a wide range of historical periods and topics, while similar themed topics are often organized into themed weeks or daily marathons. Subjects include warfare, inventions, aviation, mechanical and civil engineering, Expedia, Inc. is an American-based parent company to several global online travel brands including Expedia.com, Hotels.com, Hotwire. com, trivago, etc. Expedia, Inc.’s companies operate more than 100 branded points of sale in more than 60 countries. Expedia also powers travel bookings for over 10,000 partners such as airlines and hotels, consumer brands.
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PAN AM OF THE FUTURE AIMS TO PROMOTE AND ENABLE CULTURAL EXCHANGE THROUGH music, dance, education, media channels and AUTHENTIC EXPERIENCES. 65
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_ image sourceS
_ information sources
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IMAGE & information SOURCEs IMAGERY Mike Kelley photography: http://www.mpkelley.com/pan-am-flies-again/ Pan Am timeline imagery: http://airwaysnews.com/html/about Pan Am newspaper clippings: http://airwaysnews.com/html/search.php?query=pan+am Pan Am chapter openers: https://unsplash.com Persona imagery: https://unsplash.com Chapter 3 imagery: https://unsplash.com Logo Imagery: Google images
INFORMATION https://en.wikipedia.org/wiki/Pan_American_World_Airways Personas info: https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/ http://www.panam.org/pan-am-eras http://panambrands.com/blog http://www.flypanam.com http://www.panamservices.com
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BOOK CREATED AND DESIGNED BY Neha Ann Balthazar website: www.portaltoculture.com
TYPEFACES Bebas Neue Archer
PHOTOGRAPHY www.unsplash.com
ALL RIGHTS RESERVED
© Neha Ann Balthazar No portion of this publication can used or reproduced without prior written consent from Neha Ann Balthazar
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