Digital Presentation Strategy

- FOR -

Korean Air Presented by Sanghun Kim

•  Company Analysis

•  Flag carrier and largest airline of South Korea •  Serves 130 cities in 45 countries •  One of top 20 airlines in the world and top-ranked international cargo airline •  Voted best airline by Business Traveler readers in 2012.

Professional businessmen and women in United States

Ages 21-55 who spend a lot of time traveling to Asia

All customers who have purchasing power to book flights to Asia

People who have access to computers and other electronic devices such as smart phones and tablets

•  Target  Audience  

Measuring Performance

Key indicators are view counts, reach, and impressions by all electronic devices

Use multiple social networking platforms and keyword advertisement as main source to increase brand awareness

Google Adwords   Pay-Per-Click   $30 Million Budget

  $82,191.78/day

Phone App

Korean Air Mobile App

Effectiveness & Accessibility  

Reaching Audience

  Social Networking   SEO

  Word-of-Mouth   Blogging   Social Media   Social Media Page

  Advertisements in famous travel agencies   Expedia, Hotwire, KAYAK

Korean Air in Travel Sites

Korean Air in Social Media Platforms

Marketing Budget

Internet Marketing: $45 Million   Google Adwords/ PPC: $30 Million   SEO & Social Media: $15 Million

Interactive Marketing: $25 Million   Sponsorships   Blogging   Social Networking   Phone App

Traditional Marketing: $80 Million

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$150 Million

Summary

As a leading company in flight charters, Korean Air already has a strong brand reputation. Korean Air will maintain their brand recognition and increase their business by implementing existing strategies with new strategies to compete with their competitors.