“PSY will headline Korea’s efforts to increase tourism by introducing popular travel icons. Users will be able to actively interact with the campaign by uploading their own unique contents on Wiki Korea, which will become an online database about Korea Travel, just like Wikipedia.”
Global sensation PSY and the Korea Tourism Organization(KTO) launched an interactive campaign that will encourage tourism in Korea. TV commercials were released on June 3rd that highlight popular Korean food and tourist spots, such as Samgyeopsal, Banchan, Bulgeum, Cosmeroad, Olle-gil, and Dongdaemun.
In addition to the TV commercials, the campaign also launched ‘Wiki Korea” through KTO’s tour portal site ‘BUZZ KOREA’ (www.ibuzzkorea.com). The website shows 27 items(Yasik, Susansijang, Bungeoppang, Pageon, Banchan, Samgyeopsal, Jeonju bibimbap, Tteokbokki, surasang, Jagalchisijang, Temple Stay, Olle-gil, Georieungwon, Dolharbang, Minsokchon, Pocha, bulgeum, Garosu-gil, Hongdaeap, Cheongdam-dong, BB cream, Jeontongsijang, Cosme Road, Gangnam, chak-syat, Dongdaemun) and borrowed elements from the renowned internet encyclopedia, Wikipedia. Users can submit their own opinions and questions about each item in different formats – video, text, or photo. KTO will select 8 users who upload the best contents on the website and reward them by taking them on a 7 day 6 night tour to Korea accompanied by popular Korean celebrities. Other rewards include a Samsung SMART Camera or a gift set for those who aren’t able to make it to the top eight
“This Year, we are determined to introduce Korean tourist icons. They will highlight Korea’s spirit (Ki), entertainment (Heung), and heart (Jeong), which are key elements of Korean culture. I’m sure that they can be loved worldwide. KTO’s new ambassador PSY is a global super star. His songs ‘Gangnam Style’ and ‘Gentleman’ showed great global appeal, having over 2 hundred million views worldwide. We believe we can leverage PSY’s global popularity to effectively promote tourism in Korea; and hence, will use the TV commercials, which are starred by PSY, to grab the attention of our global audience,” Charm Lee, CEO of KTO, said at a morning press release on June 3rd.
Over the past years, KTO hasn’t been afraid to use different strategies with its advertisements. In 2010, KTO selected Yong Jun Bae, a famous Korean Actor, to appeal to Japanese tourists. The next two years, Korea chose ‘2PM’ and ‘Miss A’ due to an increase in popularity of K-pop. Last year, the ‘Touch Korea’ campaign starred by actress Se-Young Park was nominated as one of the top 10 consumer-favorite advertisements by Singapore’s mass media group ‘MediaCorp’. Moreover, according to the ‘2012 Korea Tourism Advertising Effectiveness Survey,’ the rate of positive responses reached 86%.
“We will differentiate our strategy by connecting TV commercials and online promotions together in order to effectively engage users to learn about and visit Korea,” said Charm Lee.
M/s : kenvilthomas@kpopupdates.com
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