VISIT KOREA YEAR CAMPAIGN

VISIT KOREA YEAR CAMPAIGN As a Typical Practice of Event Tourism in Korea Dec. 2011 Yakutsk, Rep. of Sakha

Table of Contents I. About the Visit Korea Year Campaign II. Special Festivals in 2011 III. Major Events IV. Incentive Programs V. PR & Marketing VI. Hospitality Campaign

I-1 Summary of Visit Korea Year 2010-2012 Title Visit Korea Year 2010-2012 Duration 2010-2012 (3 years) Mission Promoting Korea as a worldwide tourist destination and attracting more international visitors by strengthening global awareness of Korean tourism Goal To attract 10 million overseas visitors (Attracted 8,790,000 overseas visitors in 2010 : a surge of 12.5% over previous year) To generate US$ 13 billion in tourism revenue To establish Korea as one of the top 20 tourist destinations in the world

I-2 PR Ambassadors Actor Bae Yong Joon Figure Skater Yuna Kim Animation Character Pororo Actress Choi Ji Woo Smile Korea Ambassadors Violist Richard Yongjae O Neill

II-1 Special Festivals in 2011 Hallyu Dream Festival (Gyeongju) Korea Food Festival (Jeonju) Busan International Fireworks Festival(Busan) Jeju Olle Walking Festival (Jeju) Hallyu Dream Concert - Time and Place : Mon, Oct 3, 6:00 pm, Gyeongju Citizens' Stadium - Seats : 14,000 (Domestic 9,000/Overseas : 5,000 ) 5,000 tickets reserved exclusively for foreign visitors. - Details : Performances by 15 of the best K-pop acts in Korea, 2011 K-POP Cover Dance Contest Finals - Time and Place : Mon, Oct 3, 1:00 pm, Gyeongju - Details : Finalists of the online UCC competition compete live. - Target : Domestic and international youth Fan-meeting with Ryu Siwon - Time and Place : Sun, Oct 2, 7:00 pm, Gyeongju Citizens Stadium - Attendees from Japan, China, SE Asia, etc - Details: Birthday Concert, Package Tour (3D/2N)

Special Event K-POP Cover Dance Festival What is Cover Dance? - Cover Dance is a form of dance that reproduces the choreography of established artists. It goes beyond simply watching artists, but helps participants feel and enjoy dancing as much as celebrities do. Schedule - Online Competition : Jun 1 ~ Jul 24, 2011, Throughout the world - Local Competitions : Aug ~ Sept, 2011, Korea, Japan, China, Southeast Asia, North & South America and Europe - Final Competition: Oct 3, 2011, Gyeongju City, Gyeongsangbuk-do Province, Korea How to participate in : www.coverdance.org

Special Event K-POP Cover Dance Festival What is Cover Dance? - Cover Dance is a form of dance that reproduces the choreography of established artists. It goes beyond simply watching artists, but helps participants feel and enjoy dancing as much as celebrities do. Schedule - Online Competition : Jun 1 ~ Jul 24, 2011, Throughout the world - Local Competitions : Aug ~ Sept, 2011, Korea, Japan, China, Southeast Asia, North & South America and Europe - Final Competition: Oct 3, 2011, Gyeongju City, Gyeongsangbuk-do Province, Korea How to participate in : www.coverdance.org

II-2 I-2 Special Festivals in 2011 Hallyu Dream Festival (Gyeongju) Korea Food Festival (Jeonju) Busan International Fireworks Festival(Busan) Jeju Olle Walking Festival (Jeju) Duration : Thur, Oct 20- Mon, Oct 24, 2011 Location : Jeonju World Cup Stadium and Jeonju Hanok Village Program - Hanstyle Korean Food Festival - October Makgeoli Fest - Hansik Food Tour - Jeonju Bibimbap Festival

II-3 I-3 Special Festivals in 2011 Hallyu Dream Festival (Gyeongju) Korea Food Festival (Jeonju) Busan International Fireworks Festival(Busan) Jeju Olle Walking Festival (Jeju) Duration : Fri, Oct 21- Sat, Oct 29, 2011 Location : Gwangalli Beach, Busan Program - Sharing the Love Festival - Invitational World Fireworks Show - Outdoor Opera Performance - Sharing Hallyu Concert - Busan Multi-Fireworks Show

II-4 I-4 Special Festivals in 2011 Hallyu Dream Festival (Gyeongju) Korea Food Festival (Jeonju) World Fireworks Festival (Busan) Jeju Olle Walking Festival (Jeju) Duration : Mon, Nov 7- Sat, Nov 12, 2011 Location : Jeju Island (5 Olle Courses) Program - Opening Ceremony - Jeju Olle Walking Event Additional Events : Village Experience Program, Traditional Market Tour, Olle Trail Exhibition, Global Geopark Tour, Tea Experience, Sightseeing program Exploring the Beauty and Flavors of Jeju

Jeju Island nominated as ONE of the New 7 Wonders of Nature Jeju is a volcanic island, south-east of the mainland of South Korea. The island is 73km wide and 41km long with a total area of 1,848. Jeju is the largest island in South Korea. Mt. Halla rises in the center of Jeju to 1950m above sea level. The fantastically shaped rocks decorating the seashores, the hundreds of Oreums(secondary volcanos) and the rarest species of flora around the Baekrok-dam lake are all treasures waiting to be discovered by visitors. Finalists : Jeju Island, Grand Canyon, Matterhorn, Great Barrier Reef, Table Mountain, Galapagos, Amazon, Mud Volcanoes, Cliffs of Moher, Black Forest, etc KTO will promote Special Programs for Visiting Jeju during 2012

III-1 Major Events IAAF World Championships Daegu 2011 Information - Duration : Sat, Aug 27 - Mon, Sept 4, 2011 (over 9 days) - Location : Daegu Stadium - Participants : 212 countries, approx. 6,000 people (Athletes and mgt: 3,500, media 2,500) - Sport entries : 47 events (Men s 24, Women s 23)

III-2 Major Events 2011 Formula 1 Korean Grand Prix Information - Duration : Fri, Oct 14- Sun, Oct 16, 2011 (over 3 days) - Place : Korean International Circuit (Yeongam, Jeollanamdo Province) - Expected Spectators : Roughly 200,000 (over 3 days) Date Time Program 10. 14(Fri) 10:00-11:30 Practice I 14:00-15:30 Practice II 10. 15(Sat) 11:00-12:30 Practice III 14:00-15:00 Preliminary Rounds 10. 16(Sun) 15:00 - Finals

III-3 Major Events Expo 2012 Yeosu Korea Information - Name : Expo 2012 Yeosu Korea - Theme : Living Ocean and Coast - Duration : Sat, May 12- Mon, Aug 12, 2012 - Location : Yeosu Jeollanam-do Province - Participants : 100 countries, 8 million spectators Transportation - Capital : 3 hours, Busan to Yeosu : 2 hours, Mokpo to Yeosu : 1.5 hours - Train : Jeolla Line, Seoul(Yongsan Station)~Yeosu 3 hours - Highway : Jeonju-Gwangyang (2011), Mokpo-Gwangyang (2012) - Port : Passenger Terminal founded in 2011 Accommodation (16,100 rooms, more in construction) - Hotels and condos (5,900), Apt (3,000), renovated rooms (5,000), temporary housing (500) - university residence and training institute (1,000), hanok and other experience accommodation (700)

IV-1 Incentive Programs Free Shuttle Bus One More Night Promotion 2012 Korea Grand Sale Duration : Year round, every day except Monday (6 times a week) Target : Free Independent Travelers Offer : Free round-trip bus service, destination promotion Schedule Line Depart Arrive Seoul-Gyeongju Seoul 08:00 Gyeongju 16:00 Seoul-Jeonju Seoul 08:00 Jeonju 17:00 Seoul-Busan Seoul 08:00 Busan 16:00 * Paradise Hotel 16:00 * Lotte Hotel Busan 16:40 Gyeongju 13:00 Seoul 21:00 Jeonju 11:00 Seoul 20:00 Busan 14:00 *Lotte Hotel Busan14:00 * Paradise Hotel 14:30 Seoul 22:30 Airport Welcome Event Online Coupon Service Departure Point Seoul Gyeongju Jeonju Busan Boarding Place Gwanghwamun (In front of Donghwa Duty-Free) Gyeongju Bomun Lake Resort (Hyundai Hotel, Hilton Hotel, Concord Hotel, /Commodore Hotel) Hanok Village Public Parking Lot Lotte Hotel Busan, Paradise Hotel Busan

IV-2 Incentive Programs Free Shuttle Bus Duration : Throughout the Visit Korea Year Campaign Target : Free Independent Travelers One More Night Promotion Details : Stay for 3 nights and get a fourth free Participating Hotels : Total of 38 hotels (as of May 1 st, 2011) - Seoul (14), Incheon (3), Busan (3), Gyeongsangbuk-do Province (6), Gangwon-do Province (4), Daegu (3), Chungcheongbuk-do Province (3), Jeju (3). 2012 Korea Grand Sale Airport Welcome Event Online Coupon Service

IV-3 Incentive Programs Free Shuttle Bus One More Night Promotion 2012 Korea Grand Sale Airport Welcome Event Online Coupon Service Period : Jan-Feb, 2012 Location : Seoul and major regions around the country Target : Overseas visitors Details: - Korea Grand Sale Event - Discounts on goods and services - Coupon Book - Shopping and cultural activities, with discounts from 5-50%

Seoul Summer Sale 2011 Period : Jun 24 Jul 31, 2011 Location : Seoul Target : Overseas visitors Website : www.seoulsale.com Details: - Participating over 5000 shops in Seoul - Discounts on performance, movie theaters, amusement parks, department stores, beauty salons, restaurants and etc. - Theme Weeks : 1 Brand Week(Jun 24-Jul 10) 2 Beauty Week (Jul 4-17) 3 Restaurant Week (Jul 18-31)

IV-4 Incentive Programs Free Shuttle Bus One More Night Promotion 2012 Korea Grand Sale Airport Welcome Event Online Coupon Service Frequency : 4 times a year Place : Incheon International Airport Gimpo Airport (International Area) Target : Overseas visitors Details : Welcome event, souvenir distribution, etc

IV-5 Incentive Programs Free Shuttle Bus One More Night Promotion 2012 Korea Grand Sale Airport Welcome Event Online Coupon Service Duration : Until Dec 2011 Target : Overseas Visitors Details : Coupons for discounts off makeup, food and beverages, mobile phone rentals

IV-5 Incentive Programs Discounts on KTX & Korean Wave Express Train Duration : Until Dec 2012 Target : Overseas Visitors Details - KTX(bullet train) : 30% off - Korean Wave Express Train (Seoul to Chuncheon) : 10% off How to enjoy - http://english.visitkoreayear.com/english/benefit/benefit_08_01_02.asp

V Marketing & PR Visit Korea Year Product Development (Goal : To attract 120,800 people) - Development of Visit Korea Year overnight travel packages themed around special events, international events, UNESCO World Heritage sites etc - Travel products related to 2011Visit Daegu Year, wedding packages (Hong Kong newly weds), SIT Products (Russia) School Trips(Chinese speakers) etc... Envoys to SE Asia - Vietnam (Apr,2011), Indonesia (Jun,2011), Philippines(2012), Turkey (2012) Tourism Exhibitions and Sales Calls - Japan JATA (Sept), Chinese Speaking (Hong Kong ITE Jun, China CITM Nov, Taiwan ITF Nov), SE Asia (Singapore NATAS Aug, Bangkok Discovery Thailand Sept, Malaysia MATTA Sept), English Speaking (USA IT&ME Oct, England WTM Nov) etc.. Supporting Fam Tours for Domestic and International Events - Promoting events related to Visit Korea Year and inviting media and travel professionals for Fam Tours K-POP Related Promotions - Development of travel products related to K-POP Singers like Rain, Girls Generation, Big Bang

V Marketing & PR Homepage : www.visitkoreayear.com (Korean, English, Japanese, Chinese) Facebook : www.facebook.com/visitkoreayear Twitter : twitter.com/visitkorea-eng

VI Hospitality Improvement Campaign Objectives: - Increasing visitor satisfaction and encouraging repeat visits to Korea - Encouraging the public to welcome overseas visitors Advertising Campaign Airing: Mar May (TV, cable, radio, internet), Sept Oct (TV, cable, radio) Slogan: Annyeonghasaeyo! Purpose: To create awareness among the Korean people regarding hospitality and courtesy toward overseas visitors Webtoons Twitter Contests Posters Brochures Manuals Online events

VI Hospitality Improvement Campaign Objectives: - Increasing visitor satisfaction and encouraging repeat visits to Korea - Encouraging the public to welcome overseas visitors Implementing Educational Programs Service Education Program: Aimed at people in the hospitality industry Global Etiquette Program: Aimed at youth Purpose: To provide high quality services to overseas visitors and encourage them to return to Korea

Thank you! Hope to see you all in Korea