For the first time in its 37-year history, Korean Air,will launch its largest ever global advertising campaign designed to reinvent its image and present its theme of Excellence in Flight to the world. The three-month, $19-million campaign, begins this week and features provocative 30-second commercials to be aired on CNN, Fox, ABC, MSNBC and CNBC in the U.S.; CNN, Discovery Channel and National Geographic in Asia and CNN and BBC World in Europe.

The TV commercial, which will run through to November, will be complemented by print ads in a variety of newspapers and magazines, such as TIME and Newsweek. The theme of the advertising is the colour of flight. The global campaign also includes keywords optimized in search engines such as Yahoo! and Google.

“There’s enormous potential right now for Korean Air, an Asia-based airline with an extensive network and frequent schedule to the U.S. and Europe. We are showcasing Korean Air’s true advantage in service and facilities in the ads as well as a refreshed image of a sophisticated, modern, creative airline,” says Emily Cho, Ad Planning Team of Korean Air, who masterminded the campaign.

“The ads create a tantalizing undercurrent. They’re quite flirtatious and a real departure from anything we have ever done. They have a retail sense to them. Our new commercials definitely showcase the absolute beauty of our mantra, Excellence in Flight,” adds Ms. Cho.

Korean Air says the majority of international air travellers from around the world will be reached by the campaign further strengthening Korean Air’s position as a leading global airline.