Campaign Background
When Taiwanese travel in South Korea, their preferred destinations are invariably Seoul, Busan, and Jeju Island. But beyond these popular destinations, there are several other cities with special cultural characteristics that are worth exploring. The Korea Tourism Organization wanted to use this campaign to promote attractions in the areas around the Daegu and Muan airports. Its goal is to raise local consumers’ awareness of the two airports and get them to make South Korea their first overseas travel destination after the pandemic ends.
Campaign Highlights
To promote the Daegu and Muan airports, the campaign embraced the theme “Korea Welcomes You – Have a Ball in Daegu, Muan” and held virtual and in-person events. Online and offline marketing approaches were used to get more consumers to participate in activities and learn about Daegu and Muan.
Online Activities
The design concept for the event’s website revolved around the latest Korea Tourism Organization mascot to showcase the two airports and surrounding attractions. The main banners were “Daegu Airport: Tour Daegu and Gyeongsangbuk-do” and “Muan Airport: Enjoy Gwangju and Jeollanam-do.” The displays introducing Daegu and Muan offered expert recommendations on the best attractions, foods, and market culture.
The campaign included two lucky prize draws. The online draw challenged participants’ knowledge of Daegu and Muan by having them answer questions about local attractions. An online questionnaire was also used to understand the willingness of consumers to travel post COVID-19 and their level of knowledge about Daegu and Muan before and after the activity. Those who engaged in the online prize draw or filled in the online questionnaire were eligible to draw for 808 prizes.
Physical Event
Built on the campaign’s theme to create “Korea Welcomes You – Daegu, Muan Pop-up Party” events in Taichung and Taipei in November; the venue’s entrance recreated a boarding gate, and “boarding passes” were issued to “enter” South Korea in the blink of an eye. During the activity, participants could exchange coupons for Korean fried chicken and sticky rice cake, get their photos taken wearing traditional Korean clothes, and take pictures against a Korean background in a photo booth to show they “went” to Korea.
They got to enjoy other aspects of Korean culture, including exciting KPOP dances by big-headed Korean dolls and traditional “janggu” percussion numbers, and were given an inside look at the top attractions in Daegu and Muan, including the chance to play an interactive game guessing which airport was closer to destinations shown on the screen.
When people completed a circuit of specific airline tasks, they received an exclusive travel bag from the Korea Tourism Organization. The two activities created some buzz in the news media and drew the interest of influencers and fan groups, who spread the word.
Mobile Billboard Truck Publicity
News Media Impact
