under new management, the trans world corporation (twa's holding company) expanded to purchase hilton hotels, hardee's, canteen corp., and century 21 realty. employment grew to nearly 10,000 employees. in 1964, twa started a program to assist in the united states' export expansion effort that became known as the twa marketair corporate logo to promote business passenger air travel and as a marketing tool to be used in air cargo sales. this marketing effort was initiated by the senior vice president, marketing, thomas b. mcfadden, in collaboration with the bureau of international commerce, important u.s. financial institutions, and export expansion entities to offer tools that small and medium-sized u.s. companies could use at low or no cost to expand their exports. staff management of this program was under the direction of joseph s. cooper. a key element of this program was the "marketair newsletter" in a number of languages targeted to american exporters and international travelers.