Target Audience

A. 2D. 29

B. 42

C. 27

New TargetYoung Adult

AgeA: Under 30B: 30-40C: 40-50D: Over 50

Breaking negative image

Traditional Image of Korean Air

• Luxury but too expensive• Service for upper class• Less good deals

New Image of Korean Air

• Luxury and cheap• Service for young adult• More great deals

Travel Theme

http://www.libertytravel.com/

• Working with Travel agency

• Create Korean Air Travel Theme – Cheap airline ticket

• Especially in visa free countries

Arouse traveling de-sire

UCC contest

• Create Korean Air UCC (User Created Contents)

• Video Clip• Provide Prize Money or Airline

Ticket

Music in Advertising

• Create a new song for Korean Air

Easy to remember Easy to sing

Attract More People !

Social Media Marketing

• Post the campaign online and attract more peo-ple

• Provide more information• Easy way to get attention

YouTube Instagram Blog Facebook

Google AdWords• Measurable• Cost Effective• Highly Targeted – Young Adult

• Pay by pay-per-click• Using Powerful Key words

Budget

The budget for Korean Air Campaign will be: $480,000

• Google AdWords: $60,000• Travel Agency Fees: $250,000• Commercial on social media and internet: $122,000• UCC Contest Prize Money: $3,000• Song production cost: $15,000• Video production cost: $30,000

Thank you