Excellence in Flight

Korean Air is becoming flirtatious. A recently-launched ad campaign shows the airline with a new sense of charm as it reinvents its image as a contemporary and innovative airline. Ads have been designed to enchant readers and viewers so they will begin to think differently about Korean Air.    With an investment of US$19million, the new global ad campaign is titled “Excellence in Flight.” Targeted to international air travelers, it showcases advantages in services and facilities, while offering a fresh image of a modern airline. According to Emily Cho, part of Korean Air’s ad planning team, “The ads are a real departure from anything we have ever done.”    Established in 1969, Korean Air has routes to 37 countries and 114 cities, and is a member of the SkyTeam Airline Partnership system.    The TV portion of the campaign is running for three months on CNN, Discovery and National Geographic in Asia. It is also supported by print advertising in newspapers and magazines, including Time and NewsWeek.

Info: http://www.koreanair.com/

Be Brave Not Beige

London’s Houses of Parliament, Marble Arch and more than twenty of the city’s most visible sites demonstrated a new form of marketing bravery by IKEA. “Be Brave Not Beige” is the retailer’s new rallying cry for their colorful textiles, which are intended to save British consumers from safe, but boring, homes decorated with only neutral tones.  

The outdoor implementation of “Be Brave Not Beige” campaign ran for a total of 14 nights, and has been acknowledged to be one of the most innovative projection events ever undertaken in London. A key factor in its success was the meticulous measurement of each building, so that designs could be created to perfectly fit the actual structures.   

The idea was conceived for IKEA by Ministry of Experience, while Kinetic undertook the extraordinary outdoor media initiatives. Craig Leiper, Managing Director of Ministry of Experience, believes his company excels at reinventing, reinterpreting and redefining outdoor advertising, guerrilla marketing and non-traditional media.   What’s next? IKEA France is looking into a similar program. It will be interesting to see how Gustave Eiffel's steel structure handles colorful fabric-- even if just by projection.

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