SOUTH KOREA. Korean Air has joined forces with L’Oréal Paris to launch a pioneering advertising campaign to boost inflight duty free sales – utilising the (formerly) humble food trolley.
The onboard initiative is set to roll out – literally and metaphorically – in June. “It’s the first time we’ve had advertising on the cart,” said Korean Air Vice President and Inflight Sales Director Heather Cho. “I’ve had this idea for a long time, but I couldn’t find the right partner. Now we have a great partnership.”
L’Oréal Paris said the strategy is to boost beauty sales by communicating an advertising message simultaneously to both female and male passengers using the French brand’s latest technological breakthroughs.
It plans to focus on its two latest skincare innovations for both sexes: Revitalift Double Lifting for women and Vita Lift Double Action for men. The advertising campaigns for both products feature Gong Li and Pierce Brosnan respectively.
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The removable advertising will feature on both sides of the food trolleys, through both business and economy class |
Some 2,000 trolleys will be decorated from both sides during the three-month promotion, reaching over 1.7 million passengers. The advertising (removable to ensure it can be cleaned) will feature on both sides of the trolleys, through both business and economy class.
The joint operation covers all Korean Air flights on its key Korea-Japan and Korea-China routes, covering a total of 36 destinations.
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“It’s the first time we’ve had advertising on the cart. I’ve had this idea for a long time, but I couldn’t find the right partner. Now we have a great partnership“ |
Heather Cho Vice President and Inflight Sales Director Korean Air |
The initiative is expected to boost the airline’s successful inflight retail programme, which brought in sales of over US$200 million last year. Already this year it is on track for another record-breaking performance with first-quarter revenues ahead by +5.4% to US$52.9 million.
Korean Air is also considering expanding the initiative to cover more routes and partnering other brands after the promotion, added Cho.
L’Oréal Consumer Products Global Travel Retail Managing Director Marc Toulemonde said he was equally excited about the partnership. He told The Moodie Report: “Inflight sales are really key for us. We truly believe that this business has a huge growth potential. As a luxurious but accessible brand we are pleased to announce this world’s first with Korean Air.
“Decorating trolleys is an innovative way to increase the number of passengers buying duty free items onboard. The fact that L’Oréal Paris advertises its products with such top-class actors will help offer a unique shopping experience to all passengers onboard Korean Air.”
MORE STORIES ON KOREAN AIR
Korean Air launches limited-edition inflight duty free magazine concept – 03/04/08
World’s great travel retail brand names top Korean Air best seller list in January – 22/02/08
Korean Air wins more business travel accolades – 10/12/07
Party time as Korean Air celebrates cabin crew contribution to a stellar duty free year – 07/12/07
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