|Brand||BUSAN METROPOLITAN CITY|
|Product / Service||DONGJANG'S FAVORITE|
|Category||E01. Integrated Campaign led by PR|
|Entrant||BUSAN METROPOLITAN CITY, SOUTH KOREA|
|Idea Creation||BUSAN METROPOLITAN CITY, SOUTH KOREA|
|Media Placement||BUSAN METROPOLITAN CITY, SOUTH KOREA|
|PR||BUSAN METROPOLITAN CITY, SOUTH KOREA|
|PR 2||KOREA PRESS FOUNDATION Seoul, SOUTH KOREA|
|Production||BUSAN METROPOLITAN CITY, SOUTH KOREA|
|Boem Jin Kim||Busan Metropolitan City||CHIEF CREATIVE OFFICER|
|Jung Ryum Kim||Busan Metropolitan City||EXECUTIVE CREATIVE DIRECTOR|
|Da Woon Kim||Busan Metropolitan City||CREATIVE DIRECTOR|
|Jin A Kim||Busan Metropolitan City||PROJECT MANAGER, CONTENT EDITOR|
|Ji Young Moon||Busan Metropolitan City||COPYWRITER|
|Ji Sang Lee||Busan Metropolitan City||ADVERTISEMENT DIRECTOR|
|Kwang Hee Han||Busan Metropolitan City||ADVERTISEMENT MANAGER|
|Seol Suk Park||Busan Metropolitan City||MOBILE HOMEPAGE MANAGER|
|Yeong Joo Kim||Busan Metropolitan City||NEWSPAPER EDITOR|
|Han Ju Lee||Busan Metropolitan City||MAGAGINE EDITOR|
|Hyeon Kyung Jo||Busan Metropolitan City||NEWSPAPER EDITOR|
|Naeun Ha||Busan Metropolitan City||NEWSPAPER EDITOR|
|Jae Won Song||KOREA PRESS FOUNDATION||PR AGENCY|
|Jang Un Ha||Coswen Contents||PHOTOGRAPHER|
|Yong Jin Kim||Coswen Contents||BUSINESS MANAGER|
|Ji Young Moon||Design Geulggol||DESIGNER of Guide Book|
|Su Jin Kim||Design Geulggol||ILLUSTRATOR of Guide Book|
|Yeon Kyeong Jung||Design Geulggol||ILLUSTRATOR of Guide Book|
|Yu Jin Cha||Design Geulggol||PHOTOGRAPHER of Guide Book|
|So Ya Jung||Design Geulggol||BUSINESS MANAGER|
|Eun Kyoung Shin||Koreatriz||BLOG EDITOR|
|Ji Eun Son||Koreatriz||BLOG EDITOR|
|Young Ho Son||COA AND||ART DIRETOR|
|Kwang Seok Yeon||COA AND||ART DIRETOR|
|Hyeon Soo Kang||TIMING US||FILM DIRECTOR|
We have agonized over how to provide more reliable information for visitors and help them understand Busan better while answering the question: “What do Busanites really eat?” We thought about using our position as an administrative organization to our advantage in gathering information, using “dong” (neighborhood) community centers, which tend to be in close contact with community residents. There are 205 dongs in Busan and each community center has its own “dongjang,” community head, a non-elected public official overseeing the affairs in each neighborhood. These are respected individuals with many years of local involvement. The longtime residents are well-versed in local history and know every corner of their neighborhoods. Therefore, we decided these community heads would make excellent endorsers for the campaign. They would provide reliable information about their local areas and were asked to recommend their favorite neighborhood restaurants, allowing us to create compelling content for visitors to Busan.
Some campaign content archives were established on the city’s official blog. Viral content has been continuously posted on social media for the last 10 months. A smart phone-optimized site dedicated to “Dongjang’s Favorites” was created. Search Engine Optimization was also used, allowing “Busan” or “Busancity” searches to further expose the content. Content has also been spread through print media, including the city newspaper, magazine and its English, Chinese and Japanese newspapers. Feature advertisements appeared in Air Busan’s in-flight magazine. “Dongjang’s Favorites” is finished and will be distributed to visitors through social media promotions. Outdoor advertising is also underway, including wide-color advertising at the airport and passengers’ terminal. Other outdoor advertising is being prepared for Busan City Tour bus stops as well as tour bus exteriors. LED sidewalk projections are scheduled to begin in August at Gwangalli and Haeundae, two of Korea’s most well-known beaches, at the peak of beach season.
1) Media Outputs *The city’s blog and social media: Exposed to 5,277,678, shared 4,500 times. *Print: Delivered to 115,300 readers of the city’s papers. *Search Engine Optimization:87,125 have been exposed to the web portal advertisement. *Wide-color advertisements: To be displayed at Gimhae International Airport’s domestic terminal (seven million passengers annually) and Busan Port’s International Passenger Terminal (1.2 passengers annually). *Feature advertisements in in-flight magazines: Exposed to 559,765 passengers. *Outdoor advertising through bus stop shelters and exteriors of Busan City Tour buses (for two months): Reach more than one million people potentially. *Beachside sidewalk projections utilizing LED technology (for three months): Exposed to more than three million people, based on official estimate of one million beach tourists per month. 2) Target Audience Outcomes As soon as “Dongjang’s Favorites” content was released online, it went viral among domestic and foreign tourists that want to travel to Busan, resulting in increased demand for the guide books. Tourists have shown interest in visiting recommended restaurants in Busan without needing to worry about unreliable information. The city is preparing to provide maps containing tourist information including "Dongjang's Favorites" in seven languages utilizing big data and to do a follow-up campaign. 3) Business Outcomes Busan was selected as one of “50 must-visit cities” by the New York Times in December 2016. Jeonpo Cafe Street, where one of the “Dongjang’s Favorites” is located, was highlighted. Visitors to the neighborhood increased 95 percent from the previous year in 2016.
“Dongjang’s Favorites” is a public campaign by Busan Metropolitan City for tourists visiting the city. Its storytelling-style content informs the reader about history, culture, spaces and people in each neighborhood, highlighting favorites of the dongjang, the community head, who belongs to the city’s administrative organization and knows the city better than anyone else. Content has been provided both offline and on the Internet. Through the campaign, hidden gems have been discovered through stories, rather than just advertising the business. As a result, many places across the city have gained new life and tourists have discovered their high quality content.
The city distributed story templates to the community heads, asking them to write their reasons for their recommendations, why they are their favorites, suggestions on how others could enjoy them and other unique neighborhood characteristics. Recommendations were photographed and gathered for the content production. Blog content was also created to use as archive material for the “Dongjang’s Favorites” project. This storytelling content includes not only information about restaurants but also stories about history, culture, spaces and people in Busan neighborhoods, to help better understand the city. The content has been spread through the blog, Facebook, Instagram, Twitter and on the Korean Mobile blog. It has appeared in the city’s weekly newspaper, monthly magazine, as well as in English, Chinese and Japanese newspapers. It has also been publicized through portal brand search advertisements and the campaign is continuously underway through outdoor advertisements.