SEOUL, Korea (December 1, 2009) KOREAN AIR has announced that it will further expand its programme of global cultural sponsorship by making a significant investment to the British Museum’s new set of handheld Multimedia Guides, with a five-year partnership to 2014. In this challenging economic climate, Korean Air is proud to continue its support of the arts at a time when it has never been more important to do so. The Multimedia Guide will aim to provide innovative interpretation to the six million visitors each year to the Museum and to strengthen the airline’s image as global airline that contributes to society.

In celebration of the sponsorship a Korean Air B747-400 aircraft has been ‘wrapped’ with images of artworks from the British Museum. This aircraft will make its inaugural flight from Incheon into London on 1 December 2009 and will then be used on routes to Europe and the Americas. *

The Multimedia Guide, which will be officially launched on 1 December 2009, is a touch screen device with audiovisual commentaries available in eleven languages, including for the first time, the Korean language. There will also be a Children’s and British Sign Language Multimedia Guide, as well as an audio guide for the visually impaired. This set of guides provides a state-of-the art means for visitors to the British Museum to learn about the Museum’s unparalleled collection and make the most of their visit.

Korean Air is no stranger to supporting the arts – this is the third project in recent years. In 2008 Korean Air signed an agreement to sponsor the multimedia guide at the Louvre Museum in Paris and earlier this year the airline sponsored the introduction of the Korean language to the multimedia guide at Russia’s State Hermitage Museum in St. Petersburg. Korean Air also offers a “Flying Art Ambassadors” service on selected routes that include London, Paris, Madrid, Amsterdam and Incheon. Specially chosen and trained Korean Air cabin attendants, including those with degrees in art and culture, museum or curator experience, can provide information about museums, artists and famous artworks at the destination.

Korean Air’s Chairman and CEO Mr. Yang Ho Cho said: “Korean Air’s passion for cultural sponsorship differentiates it from other airlines. Our sponsorship of multimedia guides enables museum visitors to appreciate important objects and artworks in greater detail by listening to informative commentaries.”

He also said: “Korean Air is a company that encourages and facilitates cultural exchanges. Millions of people appreciate art and culture and a similar number enjoy travel. We are creating a bond between these two worlds that will benefit the global cultural community and Korean Air’s cultural sponsorship programme will, in the future, expand further bringing a greater global cultural understanding.”

Neil MacGregor, Director of the British Museum said: “Korean Air’s sponsorship of the project has been vital in allowing the Museum to greatly increase the number of objects that we offer through our handheld guides and across the major languages that our visitors use. As a Museum for the world, we are delighted to be able to offer our visitors the opportunity to learn about this unparalleled collection in so many languages and in a more interactive way.”

Several British Museum celebratory initiatives have also been launched including an online quiz on www.koreanair.com with questions relating to Korean Air’s sponsorship of the British Museum. The quiz will be online until 31 January 2010 with various prizes up for grabs.

In addition passengers traveling with Korean Air in First and Prestige class on the Incheon – London route will be given special edition baggage name tags decorated with images of the Lewis Chessmen, the famous pieces displayed in the British Museum. Also throughout 2010 members of Korean Air’s frequent flyer scheme, Skypass, will receive £1.50 discounts on the cost of the hire of the multimedia guide (£4.5->£3), when they present their membership cards at the British Museum.

Korean Air, bringing excellence in flight, links cultures and communities around the world. A leading global airline, Korean Air was established in 1969 and is recognised as one of the world’s top twenty airlines.

Korean Air’s objective; with a 2019 vision of an eco-friendly fleet of 180 aircraft, including next generation A380s and B787s fitted with the latest in cabin comfort and inflight entertainment; is to ensure passengers experience the most comfortable and enjoyable air travel. Soon the airline will expand its global network into Africa and South America, and will continue to explore new areas of growth.