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Jin Air, Korean Air’s new domestic and regional subsidiary and South Korea’s freshest airline, revealed its corporate image and slogan. Jin Air, until now known as its tentative name Air Korea, held an open event last Sunday in downtown Seoul announcing its corporate name, branding, corporate image and employee uniforms. Jin Air decided to hold a street event to appeal its brand to the young and dynamic public in a fresh familiar atmosphere. The festive event was filled with special tap dancing, DJ and Korean singers’ performances.
Expansion plans
Jin Air begins operation on July 17 with eight flights per day (four round-trips) between Seoul Gimpo and Jeju. This number will be increased to 16 flights in October and 18 flights in December. A second route between Seoul and Busan will be launched in October with eight daily flights, which will be increased to twelve in May of next year. The third Busan~Jeju route will be inaugurated in April 2009 with eight daily flights, which will also be expanded to twelve in May. International flights will be inaugurated according to the Korean government’s approval. Routes will cover open sky policy regions in China, Japan and Southeast Asia.
Jin Air will expand its fleet as its network increases. Jin Air will operate three Boeing 737-800 aircraft by the end of this year, all equipped with 189 economy seats. The carrier will start operating two 292-seater Airbus A300-600 aircraft in March and April 2009 respectively. The fleet will number a total of five aircraft.
Less expensive
Jin Air’s fares will be lower than the other domestic legacy carriers. Normal one-way fare between Seoul and Jeju will be 69,000 won. This is 22% lower that the current weekday fare of 88,800 won on other carriers.
Jin Air’s fare system will be variously segmented according to flight departure time. So, unlike the customary weekday/weekend division of other carriers, some of Jin Air’s weekend flights could be cheaper than its more popular weekday flights.
New paradigm of service
Jin Air’s service is based on practical convenience for both the passenger and the airline, lowering cost wherever possible. Reservation will be 100% web-based through its web page, www.jinair.com. Eliminating the need for a call center reduced costs considerably.
To reduce the time and energy required for airport check-in and boarding, Jin Air does not operate designated seating. Passengers will only be assigned one of three seating zones, and boarding will be on a first-come first-serve basis according to zone. Jin Air’s cost-savings will all be returned to the customer through lower travel fares.
Expect break-even in three years, cost-cutting to meet target
Jin Air is targeting sales of 160 billion Won in 2010, when it expects to break even and reach profit. Expected revenue is 18 billion Won this year and 120 billion Won next year.
To meet its target amidst rising fuel prices, Jin Air will cut costs across all controllable operational fields. It will not levy fuel surcharges recently announced by other carriers, but that may change if fuel prices continue to rise above a tolerable level.
Jin Air’s new approach to providing air travel services is expected to satisfy the Korean public’s diversifying travel needs.
Fly, better fly
Jin Air’s master brand logo illustrates a butterfly with blue and purple wings on a bright green background, with an aircraft cleverly center-placed. The butterfly signifies Jin Air’s service philosophy of easy travel.
The body of the aircraft, initially a Boeing 737-800, will be painted silver with tails in Jin Air green bearing the butterfly logo.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
