Korean Air rolls out new global branding campaign

Ogilvy Shanghai has created a new brand platform for Korean Air with an emphasis on modern Korean style and the airline’s newly-introduced amenities and services.

Titled "Go Korean", the campaign reinvents South Korea's flag carrier image for global audiences. Aiming for modern travellers, with an upbeat aesthetic drawing from traditional Korean design and the latest in today’s Korean style, "Go Korean" invites people to discover an airline that finds beauty in the details of everything they do and all they have to offer, from the meticulous sourcing and preparation of the food served in business class to the industry-leading 34 inch-economy seating leg space, according to the press release from the agency.

"It’s an endorsement to our capability to develop meaningful, relevant and fun campaigns that make the
brand matters not just for the China market, but for the world,” said Debby Cheung, president of Ogilvy Shanghai.

Ogilvy Shanghai plays the role in leading the global content hub for Korean Air, and 'Go Korean' is the first campaign the agency rolled out.

The campaign with this new global platform has gone live until the end of this year. As the starting point, a brand film was created and shot on a massive sound stage with fully-constructed sets, making minimal use of CGI to emphasise the personal touch and attention to details that travellers can enjoy on Korean Air.

The new campaign also revamps Korean Air’s social channels globally, redesigning them along a consistent, simple yet eye-catching aesthetic. Regular weekly posts provide travellers with latest and most relevant information on a variety of topics, ranging from hot destinations to Korean food trends and healthy travel tips.

The content across these channels has been further bolstered through partnerships with global lifestyle and news media titles, matching target consumers’ topics of interests and content consumption habits.