The Korea Tourism Organisation (KTO) has announced the launch of its latest campaign, “Unlock Korea with a Word – Annyeonghaseyo”, developed with Reborn.
The campaign runs from 16 September to 3 November 2024 and 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.
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 an invitation to explore everything that South Korea has to offer.
While phrases like “Sawadee Krap,” “Konichiwa,” or “Ni Hao” are already familiar to Australian travellers, the Korean way of saying hello offers a sense of excitement and curiosity about a destination that remains relatively unexplored by many. The campaign opens doors to authentic experiences and warm interactions with locals.
Campaign features
- Hero videos and digital content: The campaign features 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 prizes winners will be selected, with additional runner-up prizes including a Samsung Galaxy Fold 6 (256GB) valued at $2,800 and 10 $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. However, many Australian travellers are still unfamiliar with Korea and the campaign seeks to change that by encouraging travellers to discover the country’s beauty, charm, and dynamic culture.
Join the movement
Travellers can visit the Unlock Korea website to learn more and participate in the competition or follow the conversation on various social media platforms. The competition is open exclusively to residents of Australia.
