April 9, 1962
Dear Fellow Employee:
Starting today, the New Haven is embarking on one of the most aggressive promotional programs in its history to attract new passenger traffic on the Boston-New York trains.
A large majority of all passengers traveling on our Railroad from Boston to New York and from New York to Boston originate in the greater Boston area. For this reason, a new and hard-hitting radio advertising program has been developed which will be concentrated in this region. Nine radio stations in Boston will be continuously promoting the advantages of New Haven travel for the next three months.
Much of the ground that we have lost on passenger traffic between Boston and New York has been gained by the air lines. However, we are certain that with the proper amount of promotional effort we can successfully convince many people that for Dependability, Convenience, and Cost, the New Haven is the logical way to travel.
Though we are confident that many hundreds of people will respond, advertising alone cannot make for satisfied customers. As with any product or service, success will depend upon the experience of the customer as he uses our services, perhaps for the first time.
The purpose of my letter, then, is twofold: First, to announce the program outlined above and and secondly, to urge that we all make redoubled efforts to provide the very best in customer service.
The success of our drive to recapture long-haul traffic requires that every passenger be treated with courtesy, appreciation, and patience. The cleanliness and general appearance of our equipment and our station properties will likewise be extremely important.
Each of us has a very real part in the success of the next three months' efforts. I am confident that a combination of an extensive advertising program and the support of all personnel responsible for our operations will make the public aware again of the advantages of train travel and the New Haven's real interest in their continued patronage.
Sincerely,
C. A. Goodwin
To download one of the vintage radio spots in WAV format reference in the above letter from C. A. Goodwin, the New Haven's General Passenger Traffic Manager, click the RIGHT mouse button over this hypertext link and select SAVE TARGET AS.