Korean Air targets US market with new media agency appointment

A Korean Air Airbus landing in Nevada.
Tomás Del Coro from Las Vegas, Nevada, USA, CC BY-SA 2.0, via Wikimedia Commons

Korean Air has its eyes on further developing the US market, having recently appointed a renowned agency to further enhance its promotion and marketing.

INNOCEAN USA, a marketing agency known for its work on Hyundai and Wienerschnitzel campaigns, and Pacific Life imaginings, has recently been appointed as Korean Air’s North American Agency of Record.

Promoting US-Korea travel post-Covid

This collaboration is a result of Korean Air’s Chairman and CEO, Walter Cho, emphasizing the importance of gaining a competitive edge as the aviation industry stabilizes post-COVID. The partnership aims to promote increased travel between the United States and Korea.

For INNOCEAN USA, this collaboration serves as an entry point into the travel and hospitality category. While Korean Air has had previous agency partnerships, this particular collaboration signifies the growing relationship between the airline and the agency.

INNOCEAN KOREA, headquartered in Seoul, South Korea, and being a Korean-owned agency in the US, makes it fitting for the company to represent the airline that embodies Korea.


Steve Jun, CEO of INNOCEAN USA and Head of Global Business, expressed pride in representing Korean Air in the North American markets, further expanding the agency’s portfolio of global brands.

Promoting Asian travel

The agency aims to help Korean Air increase travel demand to Korea and other destinations in Asia. Leveraging their expertise in Korean culture, it intends to generate new travel interest among North American audiences, capitalizing on the growing enthusiasm for experiencing Korean culture.

The partnership between INNOCEAN USA and Korean Air aligns with the rising popularity of Korean culture in the United States.

This unique collaboration comes at a significant time in American cultural history, as Korean culture gains prominence across the country.

This cultural trend contributes to the appeal of traveling to Korea, particularly for non-business purposes. The collaboration also signifies growing opportunities for Americans and Koreans to engage with one another.

INNOCEAN KOREA is currently developing global creative materials, which will be adapted for local US audiences. The media campaign has already commenced, with advertisements appearing on radio, newspapers, and TV.

About Korean Air

Serving the world for more than 50 years, Korean Air is one of the world’s top 20 airlines, carrying more than 27 million passengers in 2019, pre-COVID.

With its main hub at Incheon International Airport (ICN), the airline serves 120 cities in 43 countries on five continents with its modern fleet of 156 planes and over 19,000 professional employees.

Korean Air’s outstanding performance and commitment to the highest level of safety and customer service were further highlighted during the pandemic.

The airline was granted numerous awards, including 2021 Airline of the Year and 2022 Cargo Operator of the Year by Air Transport World and a 5-star COVID safety rating from Skytrax.

Korean Air is a founding member of the SkyTeam airline alliance and has grown into one of the largest transpacific airlines through its joint venture with Delta Air Lines.

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By Len Varley - Assistant Editor 4 Min Read
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