[LETTERS to the editor]To market effectively, master language

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[LETTERS to the editor]To market effectively, master language

I concur with William Ryan Scott’s letter about Korea’s sloppy international marketing. Given the priority on learning English in Korea and the number of private “academies,” the level should be far more advanced.
Another glaring example was offered by Incheon Airport, voted the “World’s Best Airport” by AETRA, an organization consisting of the IATA and airports worldwide.
Arriving in Seoul the day after the announcement, I noticed that airport authorities had already put up large notices in the arrivals area proudly declaring Incheon as the “World Best Service Airport.” Though understanding their enthusiasm and pride, the fact that they were unable (or unwilling?) to spell correctly was most unfortunate, and not an ideal way to promote the airport to international passengers.
As well, according to an independent passenger survey by Skytrax, a more widely recognized barometer for travellers which covers more airports than AETRA, Incheon came third behind Hong Kong International and Singapore’s Changi Airport in the World Airport Awards for 2005.

by Daniel Yang
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