• by Tanya Gazdik , July 17, 2023

Korean Air has selected Hyundai Group's Innocean USA as its media AOR, marking the agency’s entry into the travel and hospitality sector. 

While Korean Air has had other agency partners before, this particular collaboration reflects the growing relationship between the airline and Innocean USA, per a spokesperson.

Korean Air Chairman and CEO Walter Cho recently emphasized the importance of continuing to gain competitive edge as the aviation industry stabilizes post-COVID. 

Global creative is already in development by Innocean’s Seoul, Korea office and is being adapted for the U.S. audiences. It will run on radio, newspapers and TV. 

Korean Air declined to disclose billings for this partnership.

Americans are now seeing an emerging trend of Korean culture taking hold across the U.S. that makes travel to Korea more appealing, especially for non-business travel.

Innocean, launched in 2005, is the marketing vanguard for Korea-based car brand Hyundai Motor Co.. The full-service agency also handles Pacific Life. 

Korean Air adds to the agency’s growing list of global brands serviced by Innocean, says Steve Jun, CEO of Innocean USA and head of global business. 

“We plan to help them increase the travel demand to Korea, and through Korea to other destinations in Asia,” Jun says in a release. "As experts in Korean culture ourselves, we look to create new travel demand by amplifying the growing enthusiasm and relevance  in North America to experience all things Korean."