Korean Air agreed to sponsor a 30 min monthly program called CNNGo. The CNNGo program has been shot in all corners of the globe. From key city route destinations for Korean Air such as Tokyo, Beijing and San Francisco to more off the beat destinations such as Ulaanbaatar, CNNGo has been able to naturally profile many of Korean Air’s most important destinations that it flies to in a fresh and dynamic way. Korean Air has regular sponsorship entitlements on air with the Billboards and TVC’s on CNNGo across CNNI and vignette highlights and Korean Air then tags their BB and TVC to it during commercial airtime on CNN. Korean Air has also been the sponsor of the online http://www.cnngo.com/tv and http://www.cnngo.com/seoul sections of CNNGo.com amd CNN iPad App with Pre Rolls and banner advertising. Korean Air receives brand association with all CNN promotion of the program on air, online and in print.

An achieving campaign evidenced by a Research Study conducted independently by Synovate in October 2011, showcasing effectiveness of Korean Air’s integrated campaign on CNN.- Total campaign/sponsorship recall is high at 56%.- Awareness of sponsorship has grown by one-third since February 2011 survey- 7-8 in 10 of those recalling, agree the sponsorship boosts Korean Air’s image, raises interest, and is a good fit with Korean Air.- Ad/sponsorship recall drives higher brand consideration: +77% uplift for leisure travel; +105% uplift for business travel.