Korean Tourism Organization
Unlock Korea with a Word - Autumn Campaign 2024
We partnered with the Korean Tourism Organization to create a campaign that would break through the noise and position Korea as a must-visit destination. The solution? A single word: Annyeonghaseyo (hello in Korean).
Background
Korea offers endless discovery, where sizzling street food meets cutting-edge culture and ancient traditions blend with modern energy. Yet, amidst a crowded market of popular Asian destinations, its unique charm risks being overshadowed, attracting only 0.3% of Australian travellers.
Objective
The campaign objective was to introduce Korea’s rich cultural and travel experiences to Australian audiences, strengthen engagement through interactive content, and convert interest into tangible bookings.
Our Approach
Our approach showcased Korea’s food, K-pop, and natural beauty, creating immediate appeal and excitement. The videos captured Korea’s essence, sparking curiosity among potential Australian travellers.
We boosted engagement with the “Say Annyeonghaseyo” competition, encouraging Australians to learn how to say hello in Korean and experience the culture firsthand. This interactive campaign also helped us build a targeted database of potential travellers.
Leveraging data-driven targeting, we ran social ads and programmatic campaigns to reach travel-ready audiences. By focusing on individuals with strong travel intent, we guided visitors to a campaign microsite where a full exploration of Korea’s offerings awaited. We also targeted those considering other Asian destinations, encouraging a shift towards Korea, which led to increased bookings through OTAs and travel partners.
Website
Hero Video
DOOH
This dynamic 15-second DOOH ad targets adventure-seeking urbanites, showcasing Korea’s modern energy and timeless beauty. It opens with neon-lit Seoul streets, cuts to steaming street food markets, transitions to K-pop performers in action, then flows into serene temple gardens and coastal sunsets. The spot closes with “Say Annyeonghaseyo to Unlock Korea” – inviting Australians to experience Korea’s vibrant cultural fusion firsthand.
Display Ads
Each display ad features distinct Korean cultural imagery – from young people in traditional dress against modern cityscapes, to steaming traditional pottery bowls, colorful temple ornaments, and scenic landscapes with cherry blossoms. The ads maintain consistent branding with the “Imagine Your Korea” logo and use bold white typography against rich photographic backgrounds. The campaign centers around the Korean greeting “Annyeonghaseyo,” incorporating it into the contest messaging “Win a Trip to Korea for 2*” and “Say it Right and You Could Take Flight,” creating an interactive element that invites Australian audiences to engage with Korean culture while offering an exciting travel incentive.
Mobile Social Ads
The social campaign captures Korea’s diverse appeal through five distinct themes – traditional palace guards representing culture, modern cityscapes showcasing urban energy, overhead spreads of authentic Korean cuisine, vibrant nightlife amid neon-lit streets, and stunning seasonal landscapes highlighting nature. Each social post maintains consistent branding with the “Annyeonghaseyo (Hello)” headline in bold white typography and the “Imagine Your Korea” logo. The contest call-to-action “Win a trip for 2 to Korea” and “Visit UnlockKorea.com.au” drives engagement while appearing seamlessly integrated with the imagery. The mobile-first design ensures optimal viewing across Instagram, Facebook, and TikTok feeds.
Influencer Ads
REBORN
Responsibility
Destination brand positioning
Creative direction and campaign development
Copywriting and design
Content creation and video production
Communications strategy
The results
90,000+
Competition Entries Generated
26.49%
Website Conversion Rate
$1.36M
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