Background

As traveling became tough due to COVID-19, we needed to establish a strategy different from the previous tourism communication that usually induced people to visit Korea. In addition, we aimed to develop an impactful campaign so that foreigners remind of Korea as the priority when covid-19 ends and travel resumes. In a limited situation where social distancing is implemented and face-to-face communication becomes difficult, online content is almost the only way to deliver the charm of Korea across the world. So the main purpose of this campaign is focusing on interesting music and dance performance rather than showing famous landmarks. We used the modernly reinterpreted version of Korean traditional music “Pansori”, which was unfamiliar to foreigners, as the BGM, and sought to arouse interest through creating a scene of people, visiting major tourist sites and dancing within the crowd, in the form of a music video.

Describe the strategy

[Data gathering & Platform] In order to create a brand new type of tourism content, we conducted a consumer trend analysis. We were able to confirm that short videos of music and dance like the contents on TikTOK were popular online. To deliver the Korean excitement through online contents, we selected a theme called ‘Feel the Rhythm of Korea’ and produced a music video format video on the harmony of Korean traditional sound and modern dance performance. We utilized online platforms (Youtube, Facebook, TTD, TOUTIAO, IQIYI, TENCENT) mostly used by the MZ generation, the main target of the travel industry, to create voluntary viral. [Target Audience] Age targeting (China:2040F / Japan:2130,4150F / Middle East Asia:1834 / Europe & America:2059MF), executed globally.

Describe the execution

“Feel the Rhythm of Korea” contents were produced in the form of a music video with different concepts according to the characteristics of each city (ex. traditional city, marine city, capital city, etc.). The LEENALCHI band’s music, a reinterpretation of Pansori, was used as the BGM, and the dance team went around the city's tourist spots and danced to trigger the excitements of Korea. In Andong, Gangneung, and Mokpo contents, band ‘LEENALCHI’ that actually played the BGM, also appeared in the video to secure fandom. The contents received attention by using music and dance as subjects, while considering the MZ generation, the main target of the travel market, and was executed via global online media (YT, FB, TIKTOK, etc.) during the on-air period [2020.08.03 ~ 2020.12.06]

List the results

[Reach] - Views: 566,239,423 - Organic Views 25,842,854 [Engagement] - Clicks: 23,914,394 - Reviews: 602,434 [Others] - VTR: 30.49% - VTR (100%): 12.94 - CPV: 6.4 (KRW)