Title | KOREA WAVE, IT'S REALLY GREAT! |
Brand | KOREA TOURISM ORGANIZATION |
Product / Service | KOREA TOURISM ORGANIZATION |
Category | D01. Digitally Led Integrated Campaign |
Entrant | CHEIL WORLDWIDE Seoul, KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, KOREA |
Advertising/Web Design Agency: | CHEIL WORLDWIDE Seoul, KOREA |
Credits |
Name | Company | Position |
---|---|---|
Alex J. Kwon | Cheil Worldwide | Creative Director |
Taejin Lim | Cheil Worldwide | Art Director |
Boram Park | Cheil Worldwide | Art Director |
Hyunjung Kim | Cheil Worldwide | Art Director |
Seokjin Shin | Cheil Worldwide | Art Director |
Janghoon Park | Cheil Worldwide | Art Director |
Joong Sik Choi | Cheil Worldwide | Copywriter |
1. Background: Although Chinese tourists visiting Korea increased along with rapid growth of China’s oversea sightseeing market, negative opinions toward Korean tourism still exists due to low-quality tours and lack of attractions. 2. Objective: Attract Chinese tourists to Korea by portraying good images of Korea through an interactive campaign targeted to 20- or 30-year-old young city dwellers. 3. Reasoning: Provide information regarding Korean food, Korean wave, shopping, and hip places with interactive UI, Offer traveling tips and attract more visitors through trendy and fascinating images of Korea 4. Cultural Reference: Korean wave refers to the significantly increased global popularity of South Korean culture. The Korean wave's influence is most visible in China, Japan, and Southeast Asia.