Business: That Million-Dollar Smile

Jaded by pastel planes and miniskirted stewardesses, bored with imitation-fur lap throws and delicatessen sandwiches, airline passengers are being enticed with a new frill. Since April, Trans World Airlines has been trying to attract business with an idea as cold as cash and as warm as a smile. It is offering employees a chance to exchange courtesy for $1,000,000.

As part of its "Happiness Campaign," TWA divided its employees into groups according to their job categories and the size of the cities in which they are based. The groups compete against each other...

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!