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Korean Air has expanded its programme of global
cultural sponsorship by making a significant investment to the
British Museum’s new set of handheld Multimedia Guides, with a
five-year partnership to 2014. The Multimedia Guide will
provide innovative interpretation to the museum’s six million visitors each
year and help strengthen the airline’s image.
In celebration
of the sponsorship, a Korean Air Boeing 747-400 aircraft has been
‘wrapped’ with images of artworks from the British Museum. The
images displayed on the aircraft are a combination of the main
artworks of the British Museum - Head of Augustus/Rome, Gold
coffin mask of Satdjehuty/Egypt, Sutton Hoo
helmet/Europe, King of Ife Head/Africa) with characters from the
Korean language.
The Multimedia Guide is a touch screen device
with audiovisual commentaries available in eleven languages,
including for the first time, the Korean language. There will also
be a children’s and British sign language multimedia guide, as
well as an audio guide for the visually impaired. This set of
guides provides a state-of-the art means for visitors to the
British Museum to learn about the museum’s unparalleled
collection.
Korean Air is no
stranger to supporting the arts – this is the third such project in
recent years. In 2008 Korean Air signed an agreement to sponsor
the multimedia guide at the Louvre Museum in Paris and earlier
this year the airline sponsored the introduction of the Korean
language to the multimedia guide at Russia’s State Hermitage
Museum in St. Petersburg. Korean Air also offers a “Flying Art
Ambassadors” service on selected routes that include London,
Paris, Madrid, Amsterdam and Incheon. Specially chosen and trained
Korean Air cabin attendants, including those with degrees in art
and culture, museum or curator experience, can provide information
about museums, artists and famous artworks at the destination.
“Korean Air’s passion for cultural sponsorship differentiates it
from other airlines. Our sponsorship of multimedia guides enables
museum visitors to appreciate important objects and artworks in
greater detail by listening to informative commentaries,” said Korean
Air’s Chairman and CEO Mr. Yang Ho Cho. “Korean Air is a company that encourages and
facilitates cultural exchanges. Millions of people appreciate art
and culture and a similar number enjoy travel. We are creating a
bond between these two worlds that will benefit the global
cultural community and Korean Air’s cultural sponsorship programme
will, in the future, expand further bringing a greater global
cultural understanding.”
Neil MacGregor, Director
of the British Museum added, “Korean Air’s sponsorship of the
project has been vital in allowing the Museum to greatly increase
the number of objects that we offer through our handheld guides
and across the major languages that our visitors use. As a Museum
for the world, we are delighted to be able to offer our visitors
the opportunity to learn about this unparalleled collection in so
many languages and in a more interactive way.”
Passengers traveling with Korean Air in First and
Prestige class on the Incheon – London route will be given special
edition baggage name tags decorated with images of the Lewis
Chessmen, the famous pieces displayed in the British Museum. Also
throughout 2010 members of Korean Air’s frequent flyer scheme,
Skypass, will receive £1.50 discounts on the cost of the hire of
the multimedia guide (£4.5->£3), when they present their
membership cards at the British Museum.
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