L’Oréal advertising served ‘a la cart’ on Korean Air – 16/05/08
Published: 16/05/08
Source: ©The Moodie Report
By Martin Moodie
SINGAPORE. At the TFWA Asia Pacific show in Singapore this week Korean Air and L’Oréal Paris rolled out – in this case literally – a pioneering new onboard initiative.
From June both companies plan to support inflight duty free sales with an unprecedented new tool in the industry – intensive advertising on the meal trolleys.
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Korean Air's Heather Cho and L’Oréal Consumer Products executives Marc Toulemonde and Piotr Kowalski explain the inflight initiative that will be rolled out on selected Korean Air flights from 1 June
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Click image to witness the unveiling of Korean Air and L’Oréal Paris' new trolley advertising concept at this year's TFWA Asia Pacific show – Made available on The Moodie View
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The two companies previewed the trolley advertising at this week’s TFWA Asia Pacific exhibition at a press conference, followed by a live demonstration of the concept by Korean Air cabin crew around the aisles of the show.
The joint operation will be featured on Korean Air’s flights between South Korea and Japan, and South Korea and China, with a total of 36 popular destinations covered.
Korean Air said that 2,000 trolleys will be decorated on both sides during a three-month period, reaching over 1.7 million passengers.
The strategy is to communicate an advertising message simultaneously to both female and male consumers using L’Oréal’s latest skincare technological breakthroughs.
L’Oréal Paris has chosen to advertise its two latest skin care innovations for woman and men. The advertising for Revitalift Double Lifting features Gong Li, the famous Chinese actress and L’Oréal’s spokesperson across Asia. The men’s skincare Vita Lift Double Action features movie star Pierce Brosnan, L’Oréal’s latest ambassador for the Men Expert line.
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It's literally roll-out time as the removable, washable advertisements are showcased by Korean Air cabin crew
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Demonstration time as inflight advertising is served up 'a la cart' on Korean Air's meal trolleys
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(Left) "Welcome to The Moodie Podcast..." - L’Oréal Consumer Products Global Travel Retail Managing Director Marc Toulemonde tells The Moodie Report listeners why the campaign is such an exciting concept; (Right) Heather Cho and Marc Toulemonde celebrate with a glass of Champagne as cabin crew prepare for their first tour of duty
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The spirit of partnership personified as the Korean Air and L’Oréal Consumer Products teams gather for a joint photograph
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“Apart from the inflight magazine, the meal cart advertisement is Korean Air’s first commercial media launched in the cabin,” said Korean Air Managing Vice President Inflight Services & Catering Division Heather Cho. “Due to the mammoth visual size and the concentrated exposure during the inflight service hours we expect that this media is the optimal advertising solution for inflight duty free brands as well as for other brands. I firmly believe the L’Oréal Paris meal cart media plan will be a successful investment.”
“We truly believe that this business has a huge growth potential,” said L’Oréal Consumer Products Global Travel Retail Managing Director Marc Toulemonde. “As a luxury made 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.”
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The removable advertising will feature on both sides of the food trolleys, through both business and economy class
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MORE STORIES ON KOREAN AIR
Korean Air and L’Oréal Paris partner in pioneering inflight advertising partnership – 01/05/08
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
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