Korea s Tourism Branding & Communication Strategy 한국관광브랜드와커뮤니케이션전략 The 7 th UNWTO Asia and the Pacific Executive Training Program Park Hyatt, Busan 3 June 2013 YU Byungchae Director of International Tourism Division Ministry of Culture, Sports and Tourism Republic of Korea
Brand is the issue of survival 브랜드이슈는생존의이슈다 Brand is the most important theme of the 21 st century (Don E. Schultz, North Western Univ) 미래의시장을차지하는것은 제품이나서비스, 혹은마케팅활동이아니라 What occupies the future market is not a product, service, or marketing activity But Brand! Marketing Communication Brand Communication
Tourist Arrivals Exceeds 10 million ( 방한외래관광객 1 천만명시대 ) 12 tourist arrivals(million) 11.14 10 8 6 5.14 5.34 4.75 5.81 6.02 6.15 6.44 6.89 7.81 8.79 9.79 4 2 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Integrated Approach to Branding and Communication in Korea Marketing & Promotion Execution Whole of government approach: Tourism marketing and promotion policy Consumer Survey Modeling for Media Mix Korea Tourism Organization Ministry of Culture, Sports and Tourism Long-term tourism strategies Multi-stakeholder involvement (e.g. National Brand Committee, 2010-2012 Visit Korea Year Committee, universities, research centres) Marketing Communications & Campaign (27 overseas branch) Place Marketing (e.g. Olle Trail) Local Government & Private Sector Local branding recommendations & support for tourism policy International cooperation (e.g. UNWTO, OECD, UNEP, APEC, ASEAN+3) Domestic tourism 4
National Brand, Tourism Brand and Slogan Dynamic Korea National Brand Engages National Brand Top-down Brand Development Export ( 수출 ) Tourism ( 관광 ) Dynamic Korea 투자 (Investment) 국가브랜드 문화 / 전통 (Culture & Heritage) 국민 (People) 행정 / 외교 (governance) Residence Brand Tourism Brand Investment Brand Diplomacy Brand Korea, Sparkling Tourism Brand Tourism Slogan Korea, Be Inspired
Tourism Brand : Korea, Sparkling GOAL : To enhance the awareness of Korea as a tourism destination To Attract 10 million foreign visitors to Korea by 2010 BRAND AND POSITIONING - Brand asset was comprised of five substances Lively Passionate Progressive Tourism Brand Creative Friendly Korea, Sparkling MARKETING MIX : direct & indirect activities Launched in 2007.
Emotional Dynamism Aspiring to experience authentic Korean culture, people and place Tourism Slogan : Korea, Be Inspired Based upon core identity, we have set the expected image of Korea as Emotional Dynamism and put forward diverse brand communications. It was differentiated from functional slogans that are focusing on what it is, the Slogan emphasizes more emotional image and what it does. Culture Creative / Leading People Smart / Passionate Place Lively / Pristine
2013 Global Communication Strategy for Tourism in Korea GOAL : from 10 million to 20 million visitor arrivals by 2020 VISION to grow as the Advanced Tourism Nation OBJECTIVE - To enhance the awareness/preference of Korea as the tourism destination - To enhance the awareness/preference of Korea s tourism slogan Tourism Korea 1.0 Tourism Korea 2.0 Quantity Tourism Hardware oriented Tourism Palace, Bulgoggi Shopping Quality Tourism Diverse Tourism Contents Information Seeker, Smart Shopper SNS Friendly Hot Trends, Needs and Themes, Local Experience
2013 Campaign Theme : This is Korean Style! For convenient & enjoyable travel for visitors to Korea Provide Useful Contents Enjoy Korea with PSY!
Why PSY?
Psy Feverin 2012 GANGNAM STYLE GENTLEMAN GANGNAM STYLE M/V 1.5 billion hits! Gentleman M/V 3 billion hits!
Campaign Themes for Japanese Inbound Maket PSY s Wiki Korea Like Wikipedia, online encyclopedia, this is the Korean tourism encyclopedia, which provides convenient contents via PSY and a platform to share tourism information among Japanese tourists who love traveling in Korea
BanChan (Side Dishes) Samgyupsal (Pork BBQ) Dongdaemun (East Gate) Cosmetic Road Bulgeum (Crazy Friday Night) Olle-Gil (Olle Trail)
6 Tourism Promotional CF
Olle-Gil (Olle Trail) : Local Place Marketing Olle is the Jeju word for a narrow pathway that is connected from the street to the front gate of a house It is 357 km long path laid down over centuries by locals and olle-gil was launched by the local community as a brand, representing a walking vacation in Jeju Island.
Q & A