PUBLICITY: LIII Libras

To drum up business for its London-Rome route, British European Airways sent a letter to 7,200 Roman. Catholic clergymen in the United Kingdom and Ireland. It was no ordinary promotion letter; it was in Latin and it urged the priests to visit Rome during the Holy Year of 1950.

Said the letter: "The fact that the Venerable Bede was able to travel to Rome nine times during his life* demonstrates clearly the miserable condition of our time, in which one moves about Europe with the utmost difficulty . . . But . . . B.E.A. truthfully promises to deliver...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!