Sabena from Seaboard World Airlines, using them mainly on transatlantic routes. In the same period, there were experiments with helicopter passenger service using Sikorsky S-58 aircraft from Brussels to Antwerp, Rotterdam, Eindhoven and the Paris heliport at Issy-les-Moulineaux. 1960 saw the introduction of the Boeing 707-320 intercontinental jet for trans-Atlantic flights to New York. SABENA was mainland Europe's first airline to operate a jet across the Atlantic (BOAC had been flying jet transatlantic services using the de Havilland Comet 4 since 4 October 1958). One of Sabena's aircraft became the first Boeing 707 to crash while in commercial service when Flight
El Al ("Starting Dec. 23, the Atlantic Ocean will be 20% smaller") to promote its non-stop transatlantic flights. This was a bold step: the airline industry had never used images of the ocean in its advertising because of the widespread public fear of airline crashes. The advertisement, which ran only once, proved effective. Within a year, El Al's sales tripled. Despite the purchase of its Britannias and inauguration of non-stop transatlantic flights the airline remained unprofitable. When Efraim Ben-Arzi took over the company in the late 1950s, the Britannias were replaced in the next decade by the Boeing 707 and Boeing 720