Campaign Background
The COVID-19 pandemic has kept people from traveling abroad, leading to huge pent-up demand for overseas trips. Some people are so eager to travel they have signed up for so-called “flight to nowhere” experiences. Seeing an opportunity, the Korea Tourism Organization (KTO) joined with Tigerair Taiwan and ezfly on a “Korea Wants to See You, Tigerair Ready to Take Off” promotion taking people on a flight over Jeju Island. The goal was to create interest in Korea and build “share of mind” so that when the pandemic ends, Korea will be the first destination Taiwanese want to visit.
Campaign Features
Tickets for the “Korea Wants to See You, Tigerair Ready to Take Off” activity sold out in just minutes when they went on sale on Sept. 11. Participants were able to fly over Jeju Island and see its beauty from the air, get a ticket for a future flight to any destination in Korea, and take part in a draw for a 4-day, 3-night flight and accommodation package to Korea in the future.
On the day of the event, the boarding area was turned into a “Korean Experience Pavilion.” Every passenger received a bag of Korean snacks, and some were able to dress in traditional Korean garb and have their picture taken with the aircraft. They were also able to try their hand at Korean games (such as pitch-pot) and “check in” with photos to win prizes. The newest KTO mascots – Hojong (tiger), Mugo (bear) and Kawoo (magpie) – were on hand and had fun with the passengers, and the Jeju tourism office in Taipei gave a briefing on travel there and answered questions while offering gifts from the island.
On board, passengers feasted on a genuine Korean fried chicken meal, learned words from the Jeju dialect, took part in prize drawings and received post cards of Jeju, and they also wrote and later had post cards sent to themselves at the end of their experience to remember their trip.
The activity gained considerable exposure in Taiwanese media and also was reported in Korean media:
KBS：https://youtu.be/SkaIdgHCJXM
MBN：https://youtu.be/c3jRCV6hyVI
MBC：https://youtu.be/L2hqyKuqLAU
Activities in the boarding area & On board activities
