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Creative

Ogilvy's Eye-Catching Print Campaign for Korean Air Entices Visitors to the Region

Print campaign uses modern Korean design aesthetic to promote travel to the country

Ogilvy's Eye-Catching Print Campaign for Korean Air Entices Visitors to the Region

Ogilvy has created a new brand platform, “Go Korean”, for Korean Air, reinventing the flag carrier’s image for a global audience, with a fresh new emphasis on modern Korean style and the airline’s newly-introduced amenities and services.

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 soundstage with fully-constructed sets, making minimal use of CGI to emphasise the personal touch and attention to detail that travellers can enjoy on Korean Air.

The new campaign also includes a completely revamping of Korean Air’s social channels globally, redesigning them along a consistent, simple and eye-catching aesthetic. Regular weekly posts provide travel fans with the latest and most relevant information on a variety of topics, ranging from hot 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. 

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

Aiming for the 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.

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Client

Advertiser: Korean Air

Brand: Korean Air

Creative Agency

Creative Agency: Ogilvy Shanghai