Cheil has been re-appointed as the agency for Korea Tourism. I hope they do a better job than the current campaign – Korea, Sparkling.
If ever there was a big , economically successful and visible country ( via its brands) which needed a clear positioning in the minds of the world’s tourists, it is Korea. Korea doesn’t need a generic campaign like SPARKLING KOREA (you can see the clever marketing logic yourself as interestingly the communication strategy and thinking has been put out for public consumption). It needs a unique point of difference which can give people a reason to add it to their list of destinations. It doesn’t help that the capital city, Seoul has its own campaign: “Seoul- the soul of Asia” , which is a clever play on words but lacks credibility and pull factor especially for people who haven’t been there before. It might reinforce what past visitors have experienced.
The marketing challenge as I see it, is not “repeat and loyalty” but “trial”.
C’mon Korea. Give me a reason to believe ..visit ( beyond the cheap won). We know you can do better.