Korean Air has partnered with CNN for a video content series promoting the “sounds smells and energy” of its domestic market South Korea.
The nine-part series, called ‘Soul of the Street’, will run on CNN’s social video network Great Big Story – launched in 2015 – while a further two branded content films will be produced by CNN International Commercial’s branded content studio Create.
The first video, published today (18 April), will focus on ‘Jinjo’, a South Korean B-Boy crew, while subsequent episodes will “unlock” the secrets of Seoul and other major cities in the country.
Emily Cho, senior vice president at Korean Air, said: “We are delighted to partner with CNN to launch Korean Air’s content campaign through a creative platform like Great Big Story. ‘Soul of the Street’ captures unique stories from Korea that we hope will enchant and engage our global travellers.
“We at Korean Air believe in excellence in flight and are dedicated to bring Korea to the forefront as a leading travel destination, which is perfectly positioned by this partnership.”
“Korean Air is a long-standing partner of CNN’s, and we are delighted to build on this relationship to take the Korean Air brand into new territory and reach different audiences through Great Big Story,” added Sunita Rajan, SVP, advertising sales, APAC at CNN International Commercial.
“The power of this campaign lies in rich storytelling, clever targeting and the engagement that Great Big Story has with its audience. I am certain that anyone who watches ‘Soul of the Street’ will be enticed to book a flight and experience South Korea for themselves.”