Jin Air has different marketing approach to Korean Air parent

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.