Korea Tourism Organization (KTO) is excited to announce the launch of its latest campaign, “Unlock Korea with a Word – Annyeonghaseyo,” developed in partnership with Sydney-based digital marketing agency Reborn. Running from September 16th to November 3rd 2024, the campaign aims to introduce Australia to the wonders of South Korea by simply saying “Annyeonghaseyo,” the Korean word for “hello.”
Campaign Objectives:
- Connect travellers with Korea in a unique and engaging way, increasing its appeal as a must-visit destination.
- Capture a larger share of travellers heading to Asia by highlighting Korea as an exciting and vibrant alternative.
- Inspire travellers to add Korea to their list of destinations, showcasing the country’s youthful energy, deep history, and dynamic culture.
Unlock Korea with Just One Word: “Annyeonghaseyo”
The campaign is built around a simple yet powerful idea: there’s a whole world of experiences waiting to be unlocked with just one word—Annyeonghaseyo. This greeting serves as more than just an introduction; it’s an invitation to explore everything that South Korea has to offer.
While phrases like “Sawadee Krap,” “Konichiwa,” or “Ni Hao” may feel familiar to Australian travellers, Annyeonghaseyo offers a sense of excitement and curiosity about a destination that remains relatively unexplored by many. By saying “hello” in Korean, travellers are not only connecting with the country’s language but also opening doors to authentic experiences and warm interactions with locals.
Campaign Features:
- Hero Videos and Digital Content: The campaign will feature engaging hero videos, digital out-of-home (DOOH) ads, online banner ads, and short themed videos that highlight various aspects of Korean culture—from K-pop and traditional cuisine to outdoor adventures and vibrant nightlife.
- Interactive Competition: Travellers are encouraged to participate in a competition where saying “Annyeonghaseyo” gives them 10 entries for a chance to win a trip for two to South Korea. Two grand prize winners will be selected, with additional runner-up prizes including a Samsung Galaxy Fold 6 (256GB) valued at $2,800, and 10 x $200 Lila Beauty gift vouchers. The competition is open exclusively to Australian residents (excluding NT).
Why Korea, Why Now?
Korea is rapidly emerging as one of Asia’s most exciting travel destinations, offering a captivating mix of ancient traditions and modern attractions. Yet for many Australian travellers, Korea remains a hidden gem. The Unlock Korea campaign seeks to change that by encouraging travellers to discover the country’s beauty, charm, and dynamic culture—starting with a simple “hello.”
Join the Movement
Unlock the wonders of Korea and start your journey today. Visit UnlockKorea.com.au to learn more and participate in the competition, or follow the conversation on social media using the hashtag #UnlockKorea. This competition is open to Australian residents only.
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