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INCREASED REVENUES

Probably of even more net significance than "cost saving" is the opportunity for the development of revenue sources such as:

1. Repeated Indoctrination of all PAA and TWA Employees Around the World as to the availability of New York Airways' high frequency helicopter service - emphasis on sales representatives, traffic checks, stewards and stewardesses in addition to management personnel.

2. Advertising and Promotion - To avoid misunderstandings it is essential that New York Airways' independence and identity be clearly established in advertising as well as promotional items.

A. PAA and TWA might occasionally run institutional advertisements ( in addition to that concerned with sales promotion) taking the credit for saving and developing an important new mode of transportation with national and even international significance.

B. NYA's own advertising does not need to be directed at sales but rather needs to be of a strongly institutional nature. It should underscore the identity and independence of NYA - an image of new and better public service. It should point out the fundamental importance of federal subsidy; new equipment in the VTOL field; economic improvements; reliability; time savings; high frequency; and route development potential, etc.

3. Research and Development - In order to accelerate the improvement of service and the reduction of costs, PAA and TWA should make every effort in conjunction with New York Airways to stimulate research and development contracts including those that might be entered into with the Department of Commerce, the Department of Defense, the Federal Aviation Agency, the Post Office Department, the Civil Defense Agency and the Housing and Home Finance Agency.