Digital Presentation Strategy

- FOR -

Korean AirPresented bySanghun 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.