KLM airline

Read an actual news article on this link (or the next page) (https://www.nytimes.com/2016/08/29/business/mediatto-bolster-klms-identity-a-charmingly- clueless-approach-to-humor.html), as well as watch a video clip (https://www.youtube.comlwatch?v=SONKmlevass) first. After that, you will then need to read a hypothetical scenario below. [A Hypothetical Scenario] After a successful campaign in the United States, KLM wanted to expand its campaign to South Korea. KLM then conducted a study which found that many South Korean consumers believe KLM to be either an insurance company or brand of women’s accessories. So the company set out to let people in South Korea know that it’s an airline and just hired you as an intemational communication strategist in charge of planning and executing KLM’s new campaign, targeting people in South Korea. Please provide some ideas for a potential AD or PR campaign for KLM in South Korea. To provide your ideas, you must address the following: Write a brief description (summary) of the actual article (e.g., What was the PR problem? What PR strategies and tactics, including AD appeal, did KLM use?). Discuss whether or not you can use the same strategies or tactics in the new campaign and why or how. Identify and specify what kind of cultural factors you should consider (please refer to Geert Hofstede’s cultural dimensions, https://geert-hofstede.com/national-culture.html). Also, please identify what types of media, intemational or local / traditional (e.g., TV, newspapers, magazines, radio, and billboard) or new media (e.g., social media or digitalized billboard), (for example, the intemet in South Korea is highly expanded) you can choose to implement your campaign and why the media you chose would be more effective than other types in South Korea.




Sample Solution

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