| Title | MY BELOVED EUROPE TOP 10 |
| Brand | KOREAN AIR |
| Product / Service | AIR TRANSPORT/SERVICE |
| Category | A05. Consumer Services |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Entrant Company | HS AD Seoul, SOUTH KOREA |
| Advertising Agency | HS AD Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jo Hyun Min | KOREAN AIR | Emq |
| Ahn Soo Beom | KOREAN AIR | Cpp |
| Kim Myoung Jun | KOREAN AIR | General Manager |
| Choi Hyun Jun | Dot Company | Design Director |
| Lee Doran | KOREAN AIR | Manager |
| Lee Ka Ky | HS Ad | Account Director |
| Lee Kyung Suk | HS Ad | Account Director |
| Choi Narae | HS Ad | Account Executive |
| Bo Hwang | Hs Ad | Chief Creative Officer |
| Bang Enu Ha | HS Ad | Gcp |
| Lee Dong Seok | HS Ad | Ad |
| Kim Sang Jae | HS Ad | Senior Cw |
| Jung/Myoung Son | Hsad | Art Director |
| Ahn Jong Hoon | HS Ad | Senior Ad |
| Jung Kil Hong | HS Ad | Ad |
| Ji Young Lee | Hs Ad | Senior Digital Producer |
| Lim Chul Soon | HS Ad | Account Executive |
We announced 100 candidates to compete for 10themes. More than 330,000 people voted. We created ads revealing the best of Europe as voted by the people. Step 1. Announce Candidates Step 2. People Vote (via Micro site, mobile site) Step 3. Air Results (through TV Commercials, Radio ad, print ad)
More than 330,000 people voted. Advertising reflected the voting results and triggered people’s interest about which destination was ranked at the top. After launching, we got the highest online page views ever, sales increased year-on-year and best of all, travelers surged in off-season. What’s more, the regular broadcasted TV show made a parody of our TV Commercial, and the book “What’s to love about Europe?” became number one on the bestseller list.
KOREAN AIR has the most frequent flights to 11 cities in Europe. However, its market share fell 7% in the last 3years due to demand mainly in the peak season, being heavily weighted in our passengers’ preference of destination, and increased competition from other airlines. So we created new European journeys with a focus on cultural experiences. It centered around the European travel ranking show: “What’s to love about Europe?"