The new corporate identity and livery was recently revealed for Korean Air’s low-cost carrier, JinAir. JinAir, Korean Air’s first foray into the low-cost sector of the market, is making a huge splash in the country’s airline industry. The use of high-tech jet-propelled planes and the fresh image the airline has created might be the key to breaking through this so far dismal market in Korea.
The corporate identity is fresh and fun and goes well with the airline’s casual flying concept. Its stark contrast with the traditional and classic appeal of both Korean Air and Asiana Airlines will appeal to many consumers that are looking for something more relaxed and innovative. The use of bright colors and of simple, yet sophisticated design for corporate identity is a welcome change in Korea, and is Korean Air’s first step in the right direction for this airline.
The first flight is scheduled for mid-July 2008 with daily flights from Seoul’s Gimpo International Airport to the island city of Jeju just south of the Korean Peninsula. JinAir will use a Boeing 737-800 for the route and will add additional routes between Seoul and Busan as well as Busan and Jeju later this year when the airline receives new aircraft.
Fares for JinAir flights will be priced below fares for Korean Air, but will be more expensive than Korea’s other leading low-cost airline, Jeju Air. Jeju Air entered the market nearly two year ago operating domestic flights only. Due to tight regulations by the air transportation authority in Korea, airlines are required to fly two years domestically without any accidents or fatalities before being granted permission to fly internationally. However, recent legislation under consideration is expected to reduce this required time to only one year which would enable JinAir to add international routes beginning summer next year.
The profitability of the low-fare air travel market in Korea is still uncertain as the market has seen the exit of more than half of the airlines that have tried to breakthrough. So far, Jeju Air, operating turbo-prop planes only, has been the only one to have a sustainable business model. Other failed operations include Hansung Airlines and Purple Jet. Other new airlines to start service in Korea are Air Busan, an Asiana affiliated airline, and Incheon Tiger Airways, a joint-adventure between Incheon International Airport and Tiger Airways of Singapore.
Only time will tell whether, JinAir, will come and go like the other low-fare airlines in Korea, or whether it will be the one to create new space in this already tight airline industry. But with the strong association to parent, Korean Air, and with its attempt to appear friendlier and younger, JinAir is sure to have a loyal following of passengers from the get go. It will be an interesting next 12 months in the aviation industry in Korea – for the first time, it may mean passengers have a respectable choice other than Korean Air or Asiana.
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Filed under: Airlines, Branding, Fashion, Lifestyle, Travel | 3 Comments
Tags: Airlines, Asiana, B737-800, Branding, Busan, Hansung Air, Jeju Air, Jeju Island, JinAir, Korean Air, Lifestyle, Low-cost Airline, Marketing, Purple Jet, seoul, Tiger Airways, Tourism, Travel
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To elaborate on the Purple Jet business model…it was an attempt to be somewhat of both a low-cost airline as well as a boutique airline similar to that of Bangkok Airways in Thailand. The airline aimed to position itself as the stylish, chic alternative to Korean Air and Asiana, hence the simple modern name “Purple Jet’ and their “Somewhere over the sky” tagline – one of the better English taglines for companies in Korea if you ask me.
Aside from the fact that rising oil prices make it impossible to make a profit in this industry and from the fact that there was no way Purple Jet could achieve the economies of scale that Korean or Asiana could, their price structure was extremely complicated. The original business plan included different fares for different on-board services and amenities. While this is common a economy vs. business sense, the Purple Jet business model was far more complex offering different fares for small luxuries that ultimately would have mean little to the end Korean consumer. While in theory the idea works, it was not practical and the market in Korea is not yet developed enough as consumers do not appreciate the difference between say a small cup of coke and a glass of champagne or a plush leather seat on their 40-minute flight between Seoul and Busan.
Bkk,Thailand to Seattle,USA