PEOPLE

JUL 17, 2010

Member Interview - Emily Cho

  |   By Stream Lee

Occupation: Airlines/Aviation industry

Based in: Seoul

Last Education: USC

 

Privy Member Stream Lee interviews Korean Air's Emily Cho

Emily Cho was introduced to me as the lady who “makes things happen”, so it came to me as a surprise that the brains behind the stunning $19 million ad campaign in 2007 for Korean Air, came from such an ingénue. But don’t let age fool you. Ms. Cho who masterminded the airlines largest ever global advertising coo continues to break down stereotypes as she heads the Integrated Marketing team for Korean Air with some of the most innovative marketing campaigns found in Korea.
 

  1.  Stream: Emily thank you for taking time out of your busy schedule to speak to Privy’s exclusive members. First could you tell us what your official title is, what your job entails and where you get the inspiration for some of your ad campaigns?
 

Emily: My official title is General Manager of Korean Air's IMC Team, part of the Corporate Communication Department. We oversee the domestic (Korea) and global advertising of Korean Air, and coordinate co-marketing projects with other brands.

Our ad campaigns in Korea are focused on creating a link between Koreans and destinations all around the world. By telling a story about the destination, our ads have helped many Koreans venture out and travel all around the world.

Korean Air's global campaign is based on creating a brand image for our airline. Asian airlines are traditionally known for great service and beautiful flight attendants. We wanted to break the Asian image and be positioned as a global premium airline. In other words, 'sexy,' not 'Asian.' So the concept was to seem like a fashion ad, and surprise the viewer at the end with our logo.

 


2.  Stream: Korean Air claims to have one of the largest global networks in the airline industry. Many of our Privy members spend significant amounts of time, globe trotting from one business meeting to another and I'm sure they would like to know where do you see the future of air travel going? What changes can people be expectant of in the years to come?
 

Emily: I think any globetrotter already knows the strengths of taking advantage of airline alliances, for example SkyTeam or Star Alliance, and One World. I think the best service airlines can offer to their customers is seamless connections from departure to arrival, and the alliances make it possible.

 

   3. Stream: You were born in Hawaii,

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