The Campaign

KOREAN AIR has the most frequent flights to 11 cities in Europe. However, its market share fell 7 percent in the last three years due to demand mainly in the peak season, being heavily weighted in our passengers’ preference of destination (such as France or England), and increased competition from other airlines. So we planned a campaign to solve the problem, creating new European journeys with a focus on cultural experiences. It centered around the European travel ranking show: “What’s to love about Europe?"

Success of the Campaign

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 as soon as it was published.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We announced 100 candidates to compete for 10 themes. People vote for their very own Europe. Then we created ads revealing the best of Europe as voted by the people. <detail process> Step 1. Announce Candidates Step 2. People Vote (via Microsite, Mobilesite) Step 3. Air Results (through TV Commercial, Radio Ad, Print Ad)