On January 8th, Korean Air, Korea's largest flag carrier, and Rain, Korea's most popular male entertainer, officially signed a sponsorship contract for the "Rain's Coming" World Tour.

Mr. Young Ho Kim, Korean Air, President of Passenger Business, Rain, and Mr. In Gwang Lee, CEO of StarM Ltd., the entertainment agency in charge of the World Tour were present at the signing ceremony held at Hyatt Regency Incheon Hotel.

The ceremony showed contract signing, unveiling of the promotion aircraft model and a joint interview. Korean Air and Rain also disclosed detailed plans for joint marketing during the World Tour, which includes operation of the promotion aircraft, installation of Korean Air PR booths and photo zones at the concerts, using concert recording films as in-flight entertainment material, publishing a feature story in the in-flight magazine, 'World Tour' travel product sales, and more.

As a major sponsor during the 5 month World Tour period, Korean Air, will fly a promotion aircraft with Rain's image imprinted on the exterior, offer free tickets for concert staff numbering up to 80 people and free transportation for the concert equipment weighing 20 tons, and support the preparation and promotion of the concerts at each city using its vast network and local experience.

Rain has agreed to respond to such sponsorship by participating in various types of joint marketing with Korean Air.

"This sponsorship is meaningful in that we are acting as a global messenger for Hallyu (Korean Wave) in spreading our culture. With Korean Air's global network and Rain's dynamic star power combined, we will exhibit a new type of star joint marketing that is differentiated from the simple PPL (product placement) of the past," commented Korean Air President Young Ho Kim at the signing ceremony.

To ensure the success of the sponsorship and joint marketing, Korean Air has established a special task team, including staff from overseas stations where Rain's concerts will be held, forming marketing plans to attract overseas customers.

Especially in China and Southeast Asia, where the concerts are mostly scheduled, various promotion events are already being prepared in line with the concerts, such as online events inducing new Skypass membership and free gift events for ticket buyers. With Rain's enormous popularity in the background, these concerts are anticipated to boost customer attraction.

Of the 17 cities, four are situated in China, forming one quarter of the entire tour. That is why Korean Air is especially interested in China in sponsoring Rain's concerts. In 2006, Korean Air opened 7 new routes to China, eyeing China as its second home market in its vision to become a leader in the world airline industry. Agreeing to establish a joint cargo venture with China's largest logistic company Sinotrans, Korean Air is strengthening also its foothold in China's logistics. Korea and China plan to enter into open skies in 2010, and Korean Air intends to spread its positive image in the Chinese through Rain's popularity.

In Gwang Lee of StarM Ltd. expressed his thanks to Korean Air for the sponsorship saying "Korean Air's sponsorship with its massive overseas network and market developing experience will be most substantial in achieving a successful World Tour."

Rain also commented that "My heart beats faster at the thought of a Korean Air aircraft with my image imprinted flying around the world. I will put all my energy into this World Tour to make it a turning point in the history of Korean entertainment and its success abroad."

Rain will perform 35 concerts in 17 cities in 12 different countries during the World Tour Concert. The countries include China, Thailand, Singapore, Japan, and the United States. It is the greatest scale for a Korean artist's overseas performance with an expected audience of 700 to 800 thousand people. Experienced performance specialists from around the world participate in this Tour, making a fantastic stage.

Although different in genre, both Korean Air and Rain are headed toward the same goal - to become the world's top in their fields. The combination of Korean Air, a leading global carrier, and Rain, a top Korean entertainer, for the 'Rain's Coming' World Tour is sure to produce unprecedented synergy.

Photograph 1 & 2: South Korean pop star Rain poses with flight attendants in front of an airplane featuring an illustration of himself upon his arrival at the Hong Kong airport January 10, 2007. [Reuters]

Photograph 3: South Korean pop star Rain looks at an airplane model featuring an illustration of himself during a news conference in Hong Kong January 10, 2007. [Reuters]

Photograph 4: Korean Air's official presents an airplane model featuring an illustration of himself during the signing ceremony held at Hyatt Regency Incheon Hotel. [Korean Air]