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Korean
Air has launched its biggest ever global advertising campaign designed to reinvent the image of
this innovative industry player.
The three-month US$19 million
campaign, began on August 20, 2007 and features provocative 30-second spots
to be aired on CNN, Fox, ABC, MSNBC and CNBC in the U.S.; CNN, Discovery Channel and National
Geographic in Asia, and CNN and BBC World in Europe. The theme of the advertising is the color of
flight. The TV commercial will be complemented by print advertisements in a wide range of
magazines and newspapers in the region, such as TIME and NewsWeek. The global campaign also
includes keywords optimization in search engines such as Yahoo! and Google.
"There's enormous potential right now for Korean Air, an Asia-based airline with an extensive
network and frequent schedule to the U.S. and Europe. We will showcase Korean Air's true advantage in service and facilities in the
advertisement as well as a refreshed image of a sophisticated, modern and creative airline,"
said Ms. Emily Cho, Ad Planning Team of
Korean Air, who masterminded the campaign.
"The ads create a tantalizing undercurrent. They're quite flirtatious and a real departure from anything we have ever done. They have a retail
sense to them. Our new spots definitely showcase the absolute beauty of our mantra, Excellence in Flight,"
Ms. Cho added .
With a fleet of 123 aircraft, Korean Air operates almost 400 passenger flights per day to 114 cities in 37
countries. The airline aims to reach the majority of international air travelers from all over the world with this campaign, which will be run
through November.
LG Advertising, Seoul,
an award-winning advertising agency, is the creator of the advertisement.
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