Creative Work of the Week APAC: Korean Air woos modern travelers to 'Go Korean' as it revamps its global image
Korean Air is urging everyone to 'Go Korean' with the aim to reinvent its image for a global audience.
The campaign conceptualised by Ogilvy Shanghai aims to portray the modern Korean style and the airline’s newly-introduced amenities and services. The campaign is targeted at modern travelers, with an upbeat aesthetic drawing from traditional Korean design.
The campaign will be live until the end of this year. As the starting point, a brand film was created and shot on a massive soundstage with fully-constructed sets.
The new campaign also includes a completely revamping of Korean Air’s social channels globally with regular weekly posts provide travel fans with the latest and most relevant information on a variety of topics, ranging from destinations to Korean food trends and healthy travel tips.
Content has been further bolstered through partnerships with global lifestyle and news media titles matching target consumers’ topics of interests and content consumption habits.