The Ministry of Culture, Sports and Tourism (Minister Jong-Hwan Do) and the Korea Tourism Organization (KTO) will create a customized Korean tourism promotion overseas advertisement in order to increase the attractiveness of foreign tourists.
KTO will produce consumer-tailored commercials focusing on various experiences in line with the increasing trend of the global trend in which tourist information is circulated centering on digital media and individual travelers of foreign tourists visiting the country. The creative theme of the advertisement is “Korea Asks You, Have you ever?” as the main contents of the experience of the depths and unique experiences of the foreigners.
The advertising model is the Korean representative KPOP group ‘EXO’. EXO, the best K-Pop star, has performed at the PyeongChang Winter Olympic Games for the entire world and has formed a strong fan base for Korean and Korean fans all over the world including Japan and China. It is expected to contribute greatly to enhance the image of Korean tourism and to attract foreign visitors. Therefore, KTO appointed EXO as “Honorary Ambassador of Korean Tourism” on the 23rd, and will continue to use it to promote Korea’s tourism.
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In 2018, the Korea Tourism Advertisement Film featured six themes: History and Tradition, Korean Daily Life, Adventure, Trend, Healing, and Korean Wave. EXO has expressed various kinds of experiences that people can enjoy Korea trip. In addition, the advertisement contents will attract foreign consumers by utilizing life-friendly materials such as DMZ, Imjingak peace park, etc., interesting materials such as KPOP and Korean wave stars, and various local tourism contents. It is expected that the existing images will be differentiated from the images of the tourist attractions in Korea, which will lead to a stronger desire to visit overseas consumers.
The new Korea tourism advertisement, which is made by the corporation with the EXO members as a star, will be launched in August this year and will be introduced worldwide through digital channels such as YouTube and Facebook.