[Newspim] Giacomo to advertise in-flight on all Jin Air aircraft

[SEOUL, South Korea - Premium sofa brand Jacomo is expanding its brand touchpoints through in-flight advertising on airplanes.

Giacomo announced that it will launch an in-flight headrest cover (HRC) advertising campaign on all 32 Jin Air aircraft starting in May 2026.

The campaign focuses on connecting the brand's message, "The standard by which your everyday life becomes as special as a trip," to the customer experience in a travel context. The campaign aims to increase repeat brand exposure among domestic and international travelers and strengthen brand awareness and premium image.

Giacomo has been building its premium sofa brand image through TV program PPLs and various branding activities. This time, the company decided to expand the brand experience for travelers by utilizing the space on board airplanes.

In recent years, aircraft-based advertising has become increasingly popular not only with businesses, but also with local governments, public organizations, and the tourism sector. The industry believes that airplane advertising is an effective medium for creating brand experiences and awareness through repeated exposure during travel.

In-flight advertising is a way for brands to be seen repeatedly throughout the travel journey, from waiting at the airport to boarding, the flight, and after arrival. In-flight advertising is gaining traction because it's harder to avoid and more focused than other digital advertising.

EMCG, which is running the campaign, is a journey-based media platform company that operates aircraft advertising media including exterior aircraft wraps, in-flight headrest covers (HRCs), traytables, sidewall panels and window media.

EMCG explained that in response to the recent proliferation of AI search and zero-click environments, the company is expanding its airline media business with an Early Brand Touch strategy, which focuses on engaging with brands in the pre-search phase.