Created in 1971, the Federal Express Corporation, an overnight air freight delivery system was an innovative company known for its memorable advertising campaigns. The core of the Federal Express Advertising History Collection is a series of interviews conducted in 1988 by Dr. Scott Ellsworth. Twenty-five individuals associated with Federal Express advertising were interviewed about the company and its award-winning advertising.
Scope and Contents:
The Federal Express Advertising Collection documents the dvelopment of the overnight air freight delivery company with particular emphasis on the innovative advertising campaigns used to introduce and promote the company's services. The oral histories with individuals associated with both Federal Express Corporation and the advertising agencies form the core of the collection. Abstracts that provide biographical information and summaries of the interviews supplement the oral histories. Research files and company publications provide background information. Television commercials and print advertising contain examples, particularly illustrating the campaigns discussed in the interviews.
Arrangement:
The collection is arranged into eight series.
Series 1, Research Files, 1972-1988
Subseries 1.1, Federal Express Clippings Files
Subseries 1.2, Federal Express Research Reports
Subseries 1.3, Research Files
Series 2, Interviewee Files, 1988
Series 3, Oral History Interviews, 1988
Subseries 3.1, Original Interviews
Subseries 3.2, Researcher Copies
Subseries 3.3, Masters
Series 4, Television Advertising, 1973-1989
Subseries 4.1, Television Commercials
Subseries 4.2, Storyboards
Subseries 4.3, Slides and Photographs
Series 5, Print Advertising, 1972-1988
Subseries 5.1, Federal Express Print Advertising
Subseries 5.2, Federal Express Mechanicals
Subseries 5.3, Slides of Mechanicals and International Marketing
Subseries 5.4, Federal Express Posters
Subseries 5.5, Print Reference Materials
Series 6, Public Relations Materials, 1973-1988
Series 7, Company Publications, 1973-1988
Series 8, Miscellaneous, Undated
Biographical / Historical:
In 1971, Fred Smith of Memphis, Tennessee created the Federal Express Corporation, an overnight air freight delivery system. He based his idea for a new approach to the air freight delivery service on the "hub and spoke system." According to Smith's innovative model, a fleet of airplanes would fly packages from cities across the nation each evening to a central "hub" in Memphis, where the parcels would be unloaded, sorted, and re-loaded onto other planes for travel to their final destinations. Smith's objective was two-fold: to expedite delivery of the parcels and to ensure their security in the process.
In 1977, Congress passed the Air Cargo Deregulation Act. This enabled Federal Express to fly much larger planes and to expand its business without substantial capital investment. During its first decade of existence, the corporation achieved remarkable success, enjoying its first billion-dollar revenue in 1981.
Federal Express originally employed two advertising agencies: Ally & Gargano, Inc. of New York City (1974-1987) and Fallon McElligott of Minneapolis (1987 - 1994). In its early years, Federal Express was attracted to Ally & Gargano due to the agency's small size and its entrepreneurial spirit. Fred Smith believed these traits would foster the creativity necessary for original and effective advertising to introduce Federal Express. It was the responsibility of the agency to convince customers not only to abandon such incumbants in the industry as Emery, United Parcel Service and the U.S. Postal Service, but also to trust Federal Express, a newcomer.
Ally & Gargano targeted the professional community and the general public through print advertisements and television commercials. Especially in the latter medium, the agency used humor as its primary marketing technique, emphasizing competitors' "slowness" and "unreliability." In 1981, the agency launched a series of widely acclaimed ads with John Moschitta as the "Fast Talking Man." The slogan "When it absolutely, positively has to be there overnight" seen at the close of most commercials served as a practical reminder of Federal Express' function.
Federal Express moved its account from Ally & Gargano to Fallon McElligott in 1987. Fallon McElligott's first television campaign used the phrase "It's more than just a package -- it's your business" and depicted scenes of different work environments. The campaign stressed the seriousness with which Federal Express handled its customers' parcels. In 1988, Federal Express was a sponsor of the Winter Olympics.
Related Materials:
Materials in the Archives Center
Ally and Gargano, Inc. Print Advertisements (AC0938)
Provenance:
Made by the Smithsonian Institution and donated by the Federal Express Corporation, 1988.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The Paul E. Garber Collection documents Paul Edward Garber's life, both personal and professional, prior to and during his 72-year tenure at the National Air and Space Museum.
Scope and Contents:
The Paul E. Garber Collection includes material from both the personal and professional realms of Garber's life. It is centered on the following three areas: Garber's personal life; his aeronautics interests; and his association with the Smithsonian Institution—the National Air Museum, and later the National Air and Space Museum. The collection is a particularly rich source of material relating to Garber's development of the military target kite, his involvement in a multitude of aviation-related clubs and organizations, and as a record of his daily work duties and influence upon the National Air and Space Museum. The following types of materials, dating from 1824 to 1992, are included: correspondence; diaries; notes and writings by Garber regarding a variety of aeronautical and museum topics; lectures and interviews; scrapbooks; newspaper clippings; magazine articles; photo albums; photographs, slides, negatives, and lantern slides; pamphlets and brochures; drawings; newsletters; and audio recordings.
Arrangement:
Little emphasis has been placed on dividing this collection between Garber's personal and professional lives, as the two capacities intersected in almost every way. Whenever possible, Garber's original folder titles and order have been preserved. All titles that appear in [brackets] are the archivist's.
The collection is organized into the following 15 series:
Series 1: Correspondence, circa 1901-circa 1992 and undated
Series 2: Invitations and Programs, 1910-1988 and undated
Series 3: National Air and Space Museum (NASM), 1916-1992 and undated
Series 4: World War II Target Kites and Naval Reserve, 1919-1986 and undated
Series 5: Manuscripts and Speeches, 1925-1989 and undated
Series 6: Personal Materials, 1824-1992 and undated
Series 7: Personal Interest, circa 1908-circa 1992 and undated
Series 8: Organizations, 1908-1992 and undated
Series 9: Newsletters, 1938-1992 and undated
Series 10: Biographical Files, circa 1910-circa 1992 and undated
Series 11: Subject Files, 1909- circa 1990 and undated
Series 12: Photographs, circa 1880-1992 and undated
Series 13: Negatives, Transparencies, Film, and Slides, circa 1940s-circa 1970s and undated
Series 14: Oversize Materials, 1842-1990 and undated
Series 15: Audio Recordings
Biographical / Historical:
Paul Edward Garber (1899-1992) was instrumental in obtaining a substantial portion of the National Air and Space Museum's aircraft collection. His 72-year tenure with the Smithsonian Institution and his dedication to the belief that aeronautics artifacts were worthy of preservation for the sake of National memory effectively make him the progenitor of the National Air and Space Museum we know today.
Garber was born in Atlantic City, New Jersey, on 31 August 1899, a few years prior to the development of powered flight. Growing up during this exciting time, young Garber was exposed to a number of experiences that ignited his interest in aeronautics. Garber recalled that, while visiting Washington, D.C., in 1909, he took a streetcar across the Potomac River to watch Orville Wright fly the world's first military airplane at Fort Myer, Virginia.
The Garber family eventually left Atlantic City and permanently settled in Washington, D.C. In 1913 Garber and his schoolmates formed the Capital Model Aeroplane Club, organizing competitions for the making and flying of model aircraft and kites. In 1915, after visiting the Smithsonian Institution, Garber made a copy of Octave Chanute's biplane glider. After testing a smaller model, which he flew as a kite, Garber constructed a 20-foot wingspan version, using barrel staves sawed into thirds as ribs and covering them in red chintz fabric. Over several weekends, Garber made numerous towed take-offs and glides. These flights would eventually qualify him for membership into the Early Birds of Aviation, Inc. Between 1917 and 1918 Garber studied at the McKinley Technical School in Washington, D.C., and the University of Maryland, College Park. He also studied Aeronautical Engineering at the Research University, Washington, 1920-1921. He never received a degree from any institution he attended. Garber finished his teen years by joining the Army in 1918 and was about to begin flight training at College Park when World War I ended. Afterwards, he took a job as a ground crewman and messenger with the United States Post Office Department's Air Mail Service.
In 1920 Garber began his career with the Smithsonian Institution, starting as a "Preparator," dealing with the maintenance of exhibits. Advancing through the ranks, he was at various times an Aide, Assistant Curator, and Associate Curator. During World War II, Garber's talents in modeling and kite making allowed him to accept a commission in the U.S. Navy at the rank of Lt. Commander. His military target kites became an important part of gunnery training, serving as both targets and examples for identifying enemy aircraft. Following the ending of the war, Garber resigned at the rank of Commander and returned to the Smithsonian where, in 1952, he became the first Curator of the National Air Museum, which was created by act of Congress in 1946.
On 10 May 1952 Garber married Irene Tusch, daughter of the aeronautical enthusiast Mary E. "Mother" Tusch. Throughout the next decade plus, Garber received promotions to Head Curator and Senior Historian, serving in this last position until 1965. From 1965 to 1969, Garber was the Assistant Director of Aeronautics. Forced to retire by Federal law upon reaching the age of 70, Garber received the honorary lifetime titles of Historian Emeritus and Ramsey Fellow.
Garber wrote several books on aeronautics and flight: Building and Flying Model Aircraft. A Guide for Youthful Beginners in Aeronautics, 1920; We: The Story of Achievement in Aviation, 1929; Kites and Kite Flying, 1931; Flying in Safety, 1939; and Navy Target Kites, 1944. He wrote multiple editions on the National Aircraft/Aeronautical Collections (1941, 1949, 1956, and 1965), as well as numerous pamphlets, handbooks, encyclopedia entries, and articles on aviation-related subjects.
In addition to his writing and lecturing, he was the recipient of many awards and trophies, including: the Washington Air Derby Association Trophy, 1954; the Air Line Traffic Association Citation, 1955; the Frank G. Brewer Trophy for Youth Education, 1959; the Elder Statesman of Aviation Award, 1964; the Trasvolata Atlantica Medal from Italy, 1964; the Santos-Dumont Medal of Merit from Brazil, 1966; the Paul Tissandier Diplome from the Fédération Aéronautique Internationale (F.A.I.), 1968; the Smithsonian Institution's Gold Medal, 1969; the Order Rio Branco, 1969; the Mérito Aeronáutico Medal from Brazil, 1974; named an honorary pilot in the Brazilian Air Force, 1982; recipient of the Medalha Mérito Tamandaré of Brazil, 1983; named to the OX-5 Club's Aviation Hall of Fame, 1974; and received the Laskowitz Gold Medal from the New York Academy of Sciences, 1979. Garber was also made Honorary Naval Aviator #17 during the mid-1980's. He was a member of the National Aeronautics Association, the Air Mail Pioneers, the Early Birds of Aviation, Inc. (Secretary, 1956-1960; President 1968, 1976-77), the Connecticut Aeronautical Historical Society, the National Aviation Club, and the National Space Club.
Paul Garber died in his sleep at Arlington Hospital on 23 September 1992. His acquisition efforts and advocacy on behalf of the National Air and Space Museum continue to live on in the form of its rich aircraft collections. The National Air and Space Museum's Paul E. Garber Preservation, Restoration, and Storage Facility, formerly known as "Silver Hill," is named in his honor.
Provenance:
Paul Garber, Gift, 1991, NASM.1991.0063
Restrictions:
No restrictions on access.
Rights:
Material is subject to Smithsonian Terms of Use. Should you wish to use NASM material in any medium, please submit an Application for Permission to Reproduce NASM Material, available at Permissions Requests.
The Mary E. "Mother" Tusch Collection reflects her interest in aviation. It consists of 12 boxes that contain photography, family documentation, news clippings and scrapbooks.
Scope and Contents:
The Mary E. "Mother" Tusch Collection reflects her interest in aviation. It consists of 12 boxes that contain photography, family documentation, news clippings and scrapbooks. There are formal group and individual photographs as well as informal personal photographs of servicemen whom she had befriended and images signed by such famous aviators as Ruth Law and Earle Ovington. The collection contains photographs of the wallpaper from her Berkeley home which was signed by such aviation notables as Charles Lindbergh and Edward Rickenbacker. There are four scrapbooks that relate to her aviator friends and a fifth on World War I which includes photographs of trench warfare presented to "Mother" Tusch by John Pierson. This collection also contains photographs of "Mother" Tusch and her home; an inventory listing the aviation holdings of her home; guest books recording visitors to The Hangar, Shrine of the Air; and newspaper articles, museum plans, and correspondence relating to Tusch donating her collection to the National Air and Space Museum, Smithsonian Institution.
"Mother" Tusch carried on correspondence with many of her aviator friends. One of these men, Bill Schneider, sent her a piece of what he claimed was the wreckage of Zeppelin LZ 129 "Hindenburg". The object and a photograph of Schneider and his correspondence to Tusch have been transferred to the Aeronautics Department of the National Air and Space Museum. Photocopies of these materials can be found in Box 7, Folder 3 of this collection.
Arrangement:
The collection is arranged by subject. These subjects include Mary E. "Mother" Tusch, her family, The Hangar, Shrine of the Air, photographs of aviators and other materials relating to her life.
Biographical/Historical note:
Mary E. Tusch (1875-1960) was a great supporter of aviation and pilots. She lived across the street from the United States School of Military Aeronautics on the University of California's Berkeley Campus during World War I. She invited the young aviators to her home and became like a second mother to many of them. They nicknamed her "Mother Tusch" and her house became known as The Hangar, Shrine of the Air. Tusch was actively interested in aviation as well as those people associated with aeronautics, and her home reflected her love of aviation. She avidly collected aviation material including artifacts, photographs, and autographs from the aviators. She invited many of the aviators who visited her home to sign the wallpaper.
This collection came to the National Air and Space Museum partially as a result of family ties. Mrs. Tusch's daughter, Irene, married National Air Space Museum curator, Paul E. Garber, in the early 1950s.
Provenance:
Mary E. "Mother" Tusch, Gift, unknown, NASM.XXXX.0128, unknown
Restrictions:
No restrictions on access
Rights:
Material is subject to Smithsonian Terms of Use. Should you wish to use NASM material in any medium, please submit an Application for Permission to Reproduce NASM Material, available at Permissions Requests.
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Copyright held by donor and/or heirs. Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Reproduction permission from Archives Center: fees for commercial use.] .
Collection Citation:
The Computer World Smithsonian Awards, Archives Center, National Museum of American History
Walcott, Charles D. (Charles Doolittle), 1850-1927 Search this
Extent:
0.9 Cubic feet (2 legal document boxes)
Type:
Collection descriptions
Archival materials
Publications
Correspondence
Programs
Clippings
Notebooks
Date:
1895-1925
bulk 1903-1915
Summary:
This collection consists of material relating to Manly's aeronautical career, specifically his work with Samuel Langley's Aerodrome. The material consists of programs, publications, newspaper clippings, work notebooks, waste books, (mostly letterpress) and correspondence between Manly and the aviation and Smithsonian communities, circa 1885-1925. Correspondents include the following personalities: Glenn Curtiss, Carl Myers, Charles Walcott, Frank Lahm, Cyrus Adler, Augustus Post, and Samuel Langley.
Scope and Contents:
This collection consists of material relating to Manly's aeronautical career, specifically his work with Samuel Langley's Aerodrome. The material consists of programs, publications, newspaper clippings, work notebooks, waste books, (mostly letterpress) and correspondence between Manly and the aviation and Smithsonian communities, circa 1885-1925. Correspondents include Samuel Langley, Charles Walcott and Richard Rathbun of the Smithsonian; Cyrus Adler, Glenn Curtiss, Benjamin D. Foulois, Carl Myers, Frank Lahm, and Augustus Post. Of particular interest is the correspondence between Manly and Smithsonian Secretary Charles Walcott on Manly's work on the preparation of the Langley Memoir on Mechanical Flight for publication between 1908 to 1911; and his correspondence with Glenn Curtiss concerning the test flights of the rebuilt Great Aerodrome on Lake Keuka, Hammondsport, New York, in 1914, and the resulting controversy between the Smithsonian and Orville Wright.
Researchers may also wish to consult the National Air and Space Archives Division's Samuel P. Langley Collection (Accession No. XXXX-0494), and these collections held by the Smithsonian Institution Archives:
Record Unit 31, Office of the Secretary, Correspondence, 1866-1906, with related records to 1927.
Record Unit 34, Office of the Secretary, Correspondence, 1887-1907
Record Unit 7268, J. Elfreth Watkins Collection, 1869, 1881-1903, 1953, 1966 and undated.
Arrangement:
The Charles M. Manly Papers are organized in three series:
Series I --Letter Copy Books and Notebooks
Letter copy books were used to make and preserve copies of letters and memoranda --one placed a sheet of oiled paper under a page of the copy book, dampened the tissue copy page, then laid the original letter in the book under pressure for a few seconds. The quality of the copies ranges from quite readable to very faint. Because of the fragility of the paper, Archives Division staff should be consulted before working with the material.
The two notebooks in the series (Folder 4) were carried by Manly in his day to day work on the Aerodrome project and contain his notes on the progress of the work.
Series II --Correspondence
Letters in this series are arranged by year.
Series III --Additional Material
Newspaper clippings, Manly Family records, a photograph of Langley's Aerodrome No.5 in flight, and miscellaneous material.
Biographical/Historical note:
On May 9, 1898, Smithsonian Secretary Samuel P. Langley wrote to Professor Robert Thurston of Cornell University, looking for a "young man who is morally trustworthy ('a good fellow') with some gumption and a professional training" to serve as Langley's assistant in his aeronautical work. Thurston recommended a senior majoring in electrical and mechanical engineering, Charles Matthews Manly (1876-1927) of Staunton, Virginia. Langley hired Manly and placed him in charge of the construction of his Great Aerodrome, the large manned aircraft being built under the sponsorship of the Army's Board of Ordnance and Fortification. One of Manly's main contributions to the project was his vastly improved redesign of Stephen M. Balzer's five-cylinder water-cooled radial gasoline engine. Manly piloted the Great Aerodrome on its two unsuccessful launch attempts in 1903. He resigned from the Smithsonian in 1905. Manly served as a consulting aviation engineer for different government agencies and corporations, including the British War Office, 1915; the Curtiss Aeroplane and Motor Corporation 1915-1919 (from 1919-1920 as the assistant general manger); and as a member of the US Commission to the International Aircraft Conference, London, 1918. Manly also completed and edited Langley's Memoir on Mechanical Flight which was published by the Smithsonian in 1911. Manly was granted over fifty 50 patents relating to automotive transportation, power generation, and transmission. In 1929, Manly was posthumously awarded the Langley Medal for outstanding aeronautical achievements.
Provenance:
Brian Bailey, gift, 1998, 1999-0004, deed pending.
Restrictions:
No restrictions on access.
Rights:
Material is subject to Smithsonian Terms of Use. Should you wish to use NASM material in any medium, please submit an Application for Permission to Reproduce NASM Material, available at Permissions Requests.
No access restrictions Many of SIA's holdings are located off-site, and advance notice is recommended to consult a collection. Please email the SIA Reference Team at osiaref@si.edu
