Title | MADE IN KOREA |
Brand | KOREA TOURISM ORGANIZATION |
Product / Service | TOURISM |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | CHEIL WORLDWIDE Seoul, KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, KOREA |
Advertising Agency: | CHEIL WORLDWIDE Seoul, KOREA |
Credits |
Name | Company | Position |
---|---|---|
Alex J.kwon | Cheil Worldwide | The I - Interactive Creative Group |
Taezin Im | Cheil Worldwide | The I - Interactive Creative Group |
Boram Park | Cheil Worldwide | The I - Interactive Creative Group |
Hyunjung Kim | Cheil Worldwide | The I - Interactive Creative Group |
Joongsik Choi | Cheil Worldwide | The I - Interactive Creative Group |
Jungki Park | Cheil Worldwide | Global Account Services Team |
Eunjin Yoon | Cheil Worldwide | Global Account Services Team |
Leeseok Kim | Producer |
Despite the fact that the world economy has collapsed, Korean tourism has increased 4.5% in 6 months since the campaign started. It can be measured in the same effect as $15 million US dollars spent on TV advertising.
South Korea is a nation with high export products and maintains a well-developed manufacturing industry. We were attracted by the use of common messages on exported products, such as tags on products and package boxes. As a solution, we included a message “A Traveller’s Paradise – Korea Tourism Organization-” below every “Made in Korea” label on Korea’s exported products to foreign countries. The “Made-in-Korea” export products with our idea proved to be successful almost immediately.
South Korea is a country where ample and numerous tourist sites are readily available for visitors; however, Korea’s tourism competitiveness is not placed even within the Top 30 worldwide. In order to boost Korean tourism, the Korea Tourism Organization needed a bright idea to publicize Korea to the rest of the world. Using an extensive and broad message without media cost, we invented a new medium that no one has ever tried before.