Korea Tourism Organization and REBORN have launched a seven-week campaign to inspire Aussie travellers to visit South Korea.
The destination currently sees only 0.3 per cent of Australians visiting the region. While Aussie travellers are familiar with Asia, Korea remains an unexplored country waiting to be discovered. Aiming to change this, the Korea Tourism Organization (KTO) has partnered with REBORN to launch a seven-week campaign that centres on one word: “Annyeonghaseyo”.
“Our goal is to show Australians that with just a little effort, Korea will reward them with experiences beyond their wildest imagination,” said Hyeongjoon Kim, director of KTO Sydney. “By saying ‘Annyeonghaseyo,’ travellers embark on a journey into a unique, authentic and previously undiscovered destination”.
Utilising voice recognition technology, the tourism campaign engages participants in an interactive competition. By saying “Annyeonghaseyo”—the Korean word for “hello”—Australians can earn ten entries into a draw to win one of two grand prize trips for two to South Korea, along with additional runner-up prizes. Exclusive deals and discounts from partners like Korean Air, Singapore Airlines, TripADeal are also on offer for Aussie travellers.
The campaign centres on a series of 6 and 15-second ads.
“We wanted to create a campaign that encourages Australians to step outside their comfort zone. By learning and saying a simple Korean greeting, we’re making the first step towards exploring Korea both fun and rewarding. This small act symbolises the beginning of an unforgettable adventure. REBORN provided full-service support for the campaign, handling strategy, creative development, and media across BVOD, DOOH, podcasts, programmatic advertising, social media, and influencers,” added David Easton, CEO of REBORN.
