Park Jin-hai primarily focuses on K-dramas, entertainment shows and actor interviews. Beyond that, she also pens articles covering the broader arts scene, with a particular emphasis on classical music, dance and various aspects of lifestyle. Since joining The Korea Times in 2013, she has made significant contributions in the realms of hallyu (Korean wave), industry news and international affairs.
Infiniti taps culture in marketing
Infiniti signed a global partnership with Cirque du Soleil, one of the world’s most famous modern circus troupes, and has been sponsoring its performances in Korea since 2010. / Courtesy of Infiniti Korea
By Park Jin-hai
By Park Jin-hai
Infiniti Korea had its best year in 2014 with sales growing 150 percent, elevating into a truly “modern luxury” brand here.
Its success in large part stems from cultural marketing ― presenting its brand to customers through various creative activities.
The move was part of efforts to allow customers to experience its premium vehicles.
Examples of its cultural marketing include the company sponsoring performances, exhibitions and fashion shows.
In 2010, the company signed a global partnership with Cirque du Soleil, Canada’s famous modern circus troupe to become an official sponsor. It sponsored the troupe's performances "Quidam," "Alegria," and "Varekai."
In July 2013, the firm sponsored the local stage performance of the "Michael Jackson Immortal World Tour," a commemoration by the troupe of the legendary pop singer.
It also sponsored classic concerts and provided its luxury models for the official use to the visiting world-famous musicians.
Infiniti has sponsored popular exhibitions such as “Gallery G,” Kim Joong-man's photo exhibition; Tiffany jewelry exhibition; and performances including Matthew Bourne's "Swan Lake," Blue Man Group's "Megastar World Tour" and "Billy Elliot."
It was also an official sponsor of Pret-a-porter Busan in 2010 and 2011.
To highlight the comfort and luxury of its sports utility vehicles, it has been holding events like Vacation in the City, where its showrooms were turned into pedicure corners, cafés, children’s play zones and photo areas to offer a fun and comforting experience to its customers last summer. It also organized a Glamping event for QX60 customers and Cool Day & Hot Night event where customers could relax in luxurious hotels and resorts.
"Through these creative cultural marketing ventures, we've been trying to enhance our brand image and present our goal of modern luxury," an official from Infiniti said. "This also allows our customers to participate in more rich cultural and artistic events and consequently enjoy a better quality of life."