Selling to the luxury traveler in the 60’s was an entirely different ballgame than it is today. Back then luxury was about having prestige and status, and the ad concept shown here appeals directly to that psychology. Nowadays, in a world where luxury consumers don’t want you to know they have money, an ad like this would just make them laugh. Try reading it with an accent like Thurston Howell, III.

Source: Airchive.com

Note, the full body copy is super long, so be sure to scroll past it for a Fun Fact. Here is the body copy:

A funny thing happened on our third trip to Europe. A well-traveled lawyer friend talked us into doing South America instead.

“If you go in for old-world charm, you’ll go head-over-heels for Viña del Mar,” he said, thereby winning his case.

Three weeks later to the day, a Panagra Jet carried us away to Santiago. From there, a limousine zipped us to Viña del Mar.

Viña del Mar is a twentieth-century wonder, with carefully preserved castles, chalets and gardens, cloudless skies, Pacific surf and an unforgettable casino.

The casino looks like a national capitol – pure white, Greek-columned, and large enough for eight thousand people to place their bets all at once. And you can have dinner, a floor show and an all-night boîte – all under one roof.

It makes for long nights and lazy days. And lazy you can be. Viña del Mar moves to the clip-clop pace of Victorina horse-drawn carriages. And, if you feel peppier, there’s always golfing, boating, and horse-racing.

Obviously, the last place to go after a week of such living is home. We didn’t. And we trust you won’t either. Instead, head south to the magnificent Chilean-Argentine lake country, where you can swim in the middle of January.

From there, you can take a boat ride through the lakes on the way to Buenos Aires (which is very much like Paris, except the streets are wider and the opera house is larger).

And, after Buenos Aires, you can let Pan Am take you to Rio (where Bossa Nova is the real article), on up to Brasilia (the modern city carved out of a jungle), Caracas (South American’s biggest boom town), and home – if you can tear yourself away.

Telling words from two airlines: Nobody knows South America like Panagra-Pan Am. We’re the only airline system that can fly you completely ‘round the continent. Fast jets, frequent flights, a wealth of experience, plus the utmost in passenger comfort. You can see both coasts for the price of one on a round-trip ticket to Buenos Aires. See the West Coast with Panagra, the East Coast with Pan Am. Go one way, return the other. You can do it for less than you’ve ever dreamed. Our new 30-day Jet economy excursion fare ‘round the continent is just $550 from New York, $520 from Miami, $674 from Los Angeles.

FUN FACT: Pan Am is one of Hollywood’s favorite airlines. It’s been in nearly 40 movies and shows, most notably 2001: A Space Odyssey and Catch Me if You Can. (Source: EverythingPanAm.com).