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On the evening of March 27, 1930, Hugo Eckener took the rostrum at the National Geographic Society’s headquarters in Washington, D.C., to accept the institution’s gold medal. He deserved it: A few months earlier, the German explorer had piloted the first passenger-carrying flight to circumnavigate the globe. Aboard the Graf Zeppelin, Eckener had flown 21 passengers on the 21,500-mile trip in 12 days.
The feat generated plenty of media attention—not least from the Hearst newspapers, which had bankrolled the trip.
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This story first appeared in the Nov. 14, 2022, issue of Adweek magazine. Click here to subscribe.
Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.
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