The campaign is a continuation of Korean Air's ``Beyond Your Imagination'' theme. It also reinforces the airline's position as a leading international carrier. Korean Air is the world's 11th largest airline in terms of passenger volume and the second largest cargo carrier, and it flies to more destinations in the U.S. than other Asian airlines.
Developed by Ogilvy & Mather in Hong Kong, the campaign features large, colorful, abstract visuals in the background while an inset shot focuses on the main consumer benefits. Subjects for the passenger ads include the airline's new sleeper seats, quality in-flight food and ladies' restrooms as well as travel destinations.
According to O&M Account Director Nick Slade, the in-flight food ad "is based on the interesting and unique fact that Korean Air actually grows the vegetables and breeds the trout which are served on the airline."
O&M Creative Director Kevin Geeves adds: "The campaign takes surprising and innovative stories about many aspects of Korean Air and communicates them in an intriguing and contemporary way with dramatic visuals."
Copyright June 1998, Crain Communications Inc.