Jin Air SVP marketing and PR Emily Cho, speaking on the sidelines of CAPA's World Aviation Summit in Hong Kong, reiterated (29-Nov-2012) parent company Korean Air and Jin Air are two very different companies including their approach to brand marketing and while the medium might be the same, the message is very different. Ms Cho believes having the different corporate culture helps the carriers utilise social marketing. "The 'jewel' of social marketing is that with little money you can get people to market your brand for you for free," she said.
Jin Air has different marketing approach to Korean Air parent
You may also be interested in the following articles...
LCC CEOs to lead discussions at CAPA North Asia LCC Summit, Tokyo, Jun-7/8-2016
Leaders of North Asia’s low cost carriers (LCCs) will gather in Narita on Jun-7/8 for CAPA’s North Asia LCC Summit.
Hosted by Narita Airport, the Summit marks 12 years of CAPA’s flagship series of LCC events in Asia and marks CAPA’s second return to Japan.
Featuring over 40 speakers, including senior executives from all of North Asia's LCCs, and with simultaneous translation in English, Japanese, Korean and Mandarin, the Summit will explore the commercial drivers for LCC growth in this region, as the market opens.
North Asia has yet to experience the rapid expansion of LCCs that has occurred in Southeast Asia - but that is changing quickly.
Hainan Airlines to Las Vegas: more international flights to follow as Southwest starts partnerships
Hainan Airlines' Beijing-Las Vegas 787 service commencing in Dec-2016 will end Korean Air's tenure as the only Asian airline in Las Vegas. Las Vegas is arguably the largest feasible unserved North American market for Hainan. Delivery of over 30 787-9s in coming years means that Hainan will need to establish new markets. The route tests the booking data that airlines and airports rely on: Las Vegas believes airlines have shied away from serving the city and that this is misguided – because Las Vegas' international visitors are not represented, since they often take multi-city itineraries and thus do not appear as a Las Vegas international passenger. Las Vegas wants to prise its international passengers away from transit hubs.
Hainan's presence will initially be about half of Korean Air's, which was upped days prior to Hainan's announcement. Yet this may be the best outcome for Korean. A Chinese service was inevitable, but Las Vegas had to wait for political sensitivities to cool since Las Vegas flights would not have been timely as China's anti-corruption and austerity campaigns unfolded. Hainan brings enough presence to deter more competition in the short term, yet its narrow focus on the outbound Beijing market leaves Korean Air with many opportunities around Asia. Further international growth for Las Vegas is likely after McCarran airport's largest operator, Southwest Airlines, is ready to partner with other airlines in 2018.