Korean Air teamed up with Metro International to celebrate their 40th anniversary whilst promoting their worldwide destinations to both holiday and business travellers.
Metro International’s in-house creative team created a bespoke newspaper sleeve designed to look like a Korean Air ticket wallet. Front page activity and an in-paper cut-out advert in the business section of the newspaper ran on the same day ensuring that readers instantly made the connection when they read the front cover and the business section. 50,000 copies of the special wallet ran across Milan and Paris with the in-paper activity running nationally in Italy and in the Paris edition. Metro International used their distribution network to target the wallets to professionals in business areas of these cities.
The campaign proved to be a great success.
- 95% of readers seeing the activity.
- 9 out of 10 readers said they would like to see more adverts completed in this format.
- Almost 75% of all readers that saw it considered the newspaper wallet to have a positive impact on the brand.
- 50% of respondents said they were going to check Korean Air fares or check out the website.