Korean Air Sets Global Strategy

Korean Air is launching a new global theme, "For life on a whole new scale."

That positioning replaces "What Korean Air is made of," which debuted in 2007.

The latest campaign kicks off globally this week across TV, print, outdoor and digital channels.

New ads are evocative of the inspiring qualities that infused the airline's earlier commercials, and also bring to the fore the vast network served by the carrier worldwide.

Its latest push includes a more sales-driven version, which highlights some of the key destinations in its network.

Korean ad agency HSAd developed the creative in partnership with a number of global production companies, including Velvet (Munich), IF (Los Angeles) and Open (Seoul).

The campaign was shot over five months and filmed in seven countries.

Marketing Magazine Asia