Case Studies - Travel

 

Creative executions

Korean Air

FORMAT

Ticket Wallet

 

MARKETS

France, Italy

 

CREATIVE SOLUTION

Korean Air teamed up with The Metro Network to celebrate their 40th anniversary whilst promoting their worldwide destinations to business travellers.

 

The Metro Network in-house creative team created a bespoke newspaper sleeve designed to look like a Korean Air ticket wallet. Front page activity and an in-paper cut-out adverts in the business section of the newspaper ran on the same day ensuring that readers instantly made the connection when they read the front cover and the business section. 50,000 copies of the special wallet ran across Milan and Paris with the in-paper activity running nationally in Italy, and in the Paris edition in France. The Metro Network used their distribution network to target the wallets to professionals in the business areas of these cities.

 

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FORMAT

Die-Cut Cover Wrap

 

MARKET

Spain

 

CREATIVE SOLUTION

Korean Air briefed The Metro Network for a second campaign after the success of the previous ticket wallet campaign. This time the task was to ensure that affluent individuals were made aware of Korean Air’s rebranding and so The Metro Network embarked on creating an idea that stood out from the crowd.

 

The creative idea was to make readers feel like they were looking through the window of a plane by using a double layered die cut cover wrap. The unique execution involved producing a cover wrap on heavier stock glossy paper and cutting out a section of the paper to allow readers to look through what looked like the window of an airplane. 20,000 copies of this unique double cover wrap were used to target an affluent target audience in key locations throughout Madrid.

 

CAMPAIGN RESULTS

 

- 95% of readers recalled seeing the activity

- 9/10 readers said they would like to see more adverts completed in

  this format

- 75% of all readers that saw it considered the wallet to have a positive

  impact on the brand

- 50% of respondents said they were going to check Korean Air fares or

  check out the website