In 2018, the Korea Tourism Organization's Oversea Marketing Project successfully contributed to a rise in visitor numbers through a creative campaign promoting Korea's attractions to 13 different countries.
Korea hosting the 2018 PyeongChang Winter Olympics made a positive impression on Korean tourism, and an increase in millennial visitors, most of whom were FIT (Free Independent Travelers), were seen as another marketing opportunity.
The strategy and contents were focused on providing an "experience" in order to garner attention and break any preconceived notions people may have had about travelling to Korea. Because the campaign had to raise people's expectations about Korea and be tailored towards different types of travelers, it was executed in segments.
Over the course of six months, the campaign produced a high quantitative outcome and meaningful qualitative insights for each country.
From the quantitative side, the campaign generated over 3.4 billion views and 40% VTR (view-through rate), a 231% increase from the previous year. And from the qualitative side, it was found that globally, people gravitated towards artistic and colorful contents for branded videos while preferring something more practical and quotidian for viral videos.