KAL Strives to Be Leading
Global Airliner
Captures top global cargo carrier position

On March 1, 2004 during its 35th anniversary ceremony, Korean Air (KAL) unveiled the new vision of being a leading global airliner, the new slogan 'Excellent in Flight'and specific CI (Corporate Identity) plans. To this end, KAL declared "Operational Excellence," "Service Excellence"and "Innovative Excellence"with the goal of becoming a No. 1 air cargo and No. 10 passenger carrier in the world in 2007 and 2010, respectively.
KAL made it clear that it would invest more than 10 trillion won in the purchase of long-range cargo planes such as the A380, B777, the world first all-internet tracking system and a $53 million upgrade in cargo facilities during the next 10 years.
Since then, things have changed dramatically.
As part of its efforts to translate the vision and plans into actions, KAL launched a project to create the new CI designed to keep the brand for the past 36 years and put a young, future-oriented image. As suggested by U.S. brand developer Landor, the new CI symbolizes a combination of feeling at home and the Spirit of New Korea.
Seats, carpets, in-flight blankets with new colors and patterns have made their debuts to produce a new in-flight setting. KAL aims to have all aircraft adopt the new CI by 2007.
New uniforms for flight attendants, pilots, engineers and other employees, designed by the renowned Italian designer, Ferre and unveiled last March, have received rave reviews in Korea and abroad. Last month in-flight crew working on the European flights began to wear the new uniforms, replaced for the first time in 14 years. All staffs are expected to have the new uniforms - with celadon green and beige colors to give an impression of gracefulness, brightness and warmness by this month.
In-flight meals began to be served using utensils with new designs for the upper class seats of some European flights last month. High-quality tableware, being supplied by such renowned companies as Kwangjuyo, a Korean ceramic ware maker, Wedgwood, Samino and Schott Zwiesel, are available for all flights.
KAL will make a massive investment to introduce the latest seats made in consideration of the structure of human body as well as audio-video on demand (AVOD) and internet services. The services are now available on some American flights. KAL has earlier signed a deal with Connexion by Boeing to introduce broadband Internet systems into all aircraft on long-haul flights, including B777-200 and B747-400.
Introduction of the new CI and other innovative measures are in line with Korean Air Chairman Cho Yang-ho? policy to pursue a high-end marketing designed to offer the best services corresponding to customers' demands.
"The days are gone when customers waited for their favorite airline, but efforts should be made to strive for becoming a global leader through excellent operation by pursing a high-ending marketing aimed at meeting their demands,"KAL Chairman Cho said in a last February meeting with KAL executives.

Top Global Cargo Carrier

KAL has achieved a feat of becoming the global No. 1 cargo carrier three years earlier than planned. The Korean national carrier's cargo transport business has made remarkable strides with the annual average growth rate of 27 percent since its inception.
Korean Air (KAL) has taken over the global No. 1 cargo carrier position from Lufthansa, which had dominated the cargo transport market for the past 19 years, figures, released recently by the International Air Transport Association (IATA), show.
KAL posted 8,164 million ton-km during last year to capture the No. 1 position in the airline cargo transport category from Lufthansa, which registered 8,028 million tons-km. Singapore Airlines and Cathy Pacific logged 7,143 million ton-km and 5,876 million ton-km, respectively. IATA, one of the world's largest aviation organizations, made the statistics public on July 1. IATA has a membership of 270 airlines from 140 countries, and KAL joined the IATA in 1989.
KAL's rise to the global No. 1 cargo carrier position is significant from a national perspective. Korea has taken the No. 1 position in such manufacturing areas as DRAM sales, TFT-LCD shipments and shipbuilding, but it is the first time that KAL has grabbed the top position in the service sector.
KAL Chairman Cho said, "KAL's leap to the global No.1 cargo carrier was possible thanks to combined efforts, including the government's policies to promote exports and build up infrastructure like Incheon International Airport, domestic firms strengthened presence abroad and KAL's policy to expand the cargo transport business. KAL will continuously exert itself to realize the government? vision of developing Korea as the Northeast Asia logistics hub."It marks a landmark for not only an individual company, but also for history of domestic logistics, contributing to advancing the government's Northeast Asia logistics hub vision. KAL has handled cargo orders from such overseas markets as Southeast Asia, China and Europe via Incheon International Airport. Such foreigners'cargo volume being handled via Incheon International Airport accounts for 60 percent of KAL's total freight volume. nw

Between 2008 and 2010, Korean Air plans to introduce five super-sized A380s (right photo) with 500 seats, manufactured by Airbus. KAL Chairman Cho Yang-ho takes a seat in the cockpit of the real-size duplication of the A380, on display during Seoul Air Show from Oct. 23 through Oct. 28.