|how does this advertisement make you feel?|
I never paid much attention to them before but those commercials are the freakin smoothest, slickest promos for air travel I've ever seen. And watching them is a study in marketing science. Check out the use of light blue and blue green colors, very serene and soothing. All the locations are relaxation destinations and the music is smooth and jazzy. All of this puts you at ease and never once do you realize that for a few decades Korean Air had a large number of crashes and airline mishaps.
Korean Air had a relatively high accident rate between 1970 and 1999, during which time it wrote off 16 aircraft in serious incidents and accidents with the loss of 700 lives. On Sept. 1, 1983, Korean Air Lines Flight 007, carrying 269 people, including a sitting U.S. Congressman, Larry McDonald, was shot down by the Soviets west of Sakhalin Island. Since the last fatality in 1999, safety has improved. The last fatal passenger incident, was the Korean Air Flight 801 crash in 1997. The latest crew fatality was Korean Air Cargo flight 8509 in December 1999.
It was particular genius to start the reboot of their image after ten relatively quiet and accident free years.