Korea Tourism Organization: Feel the Rhythm of Korea

Korea Tourism Organization, a department under the Ministry of Culture and Tourism, launched a global campaign during the pandemic to encourage foreigners to think about Korea when travel resumes.

Campaign details

Brand: Korea Tourism OrganizationBrand owner: Korea Tourism OrganizationAgency: HS AdMarket: Global

Executive summary

Korean Tourism Marketing could not use the message 'Visits Korea' due to COVID-19 situation. Thus, we established a strategy to make people across the world experience the excitement of South Korea by online videos, without actually visiting.

So, the main purpose of this campaign is focusing on interesting music and dance performance while the previous communication aimed at showing famous landmarks. We used the modernly reinterpreted version of Korean traditional music "Pansori", which was unfamiliar to foreigners, as...

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