Korea Tourism Brand, 'Korea
Sparkling'Makes Global Debut

Set to change perception of Korean tourism

Korea's new tourism brand, "Korea Sparking"has made its debut on the top of the "Yellow Cab,"one of the landmarks in New York in a bid to publicize the newly unveiled brand.
About 200 Yellow Cabs operating in the Manhattan, the heart of New York, have begun to carry Korea's first official tourism brand in the early June.
The Korea Tourism Organization (KTO) has launched Korea's first official tourism brand, "Korea Sparkling,"created to deliver a refreshing and uplifting image of Korea while positioning it as a must-see destination among tourists around the world.
KTO co-hosted the brand's launching ceremony held on April 10, 2007 at the KTO headquarters, situated along the picturesque Cheong-gye stream in central Seoul The event proudly represented the beginning of all-new enhanced tourism era in Korea.
For the first time in its history, Korea has officially adopted national tourism brand to nurture the tourism industry. Many countries, in fact,
have already developed tourism brands to promote various aspects of their tourism resources and leverage them effectively to entice global tourists. Examples are 100% Pure New Zealand (New Zealand), Yokoso Japan (Japan), Visit Britain (the U.K) Keep Exploring (Canada), Uniquely Singapore (Singapore), Truly Asia (Malaysia). It is expected that "Korea, Sparkling"will similarly serve Korea's tourism industry in communicating the country's redefined image around the world.
"Korea, Sparkling"was selected among 700 candidates. For this, a world leading brand expert, Simon-Anholt and his team conducted a survey on experts in nine nations.
The word "Sparkling"is synonymous with shining or dazzling. Additionally it conveys the sense of revitalizing energy and freshness. In sum, "Korea, Sparkling"intends to denote the concept of "vital refreshment,"- a unique experience available to tourists traveling to Korea and being exposed to the incredible passion of both Koreans and Korean culture.
The brand also delivers the message that experiencing Korea offers unique emotional rewards unlike any other.
The visual identity symbolizing "Korea, Sparkling"is based on the image of two overlapping windows. It was designed to depict the beauty of Korea, where both traditional and modern elements coexist in harmony. The empty space in the center of the image represents the unlimited possibility of individual experience available to each tourist visiting Korea.
As a tourism brand, "Korea, Sparkling"will ensure consistent communication regarding the emotional rewards global tourists can expect to receive when visiting Korea. Additionally, the brand is expected to serve as a springboard, driving the growth of domestic tourism industry.
Following the official launch of "Korea, Sparkling,"TO has been implementing various campaigns to promote the brand in major cities around the world, including Tokyo, Qingtao, New York and London. A KTO official said, "What motivates people to visit Korea varies according to region, country, and age, thus it is necessary to localize our communications accordingly. He added that, "the official launch of "Korea, Sparkling"will encourage greater appreciation of the value of the tourism industry, and communicate the concept that every Korean has the potential to serve as a model representative of the nation." nw

(left photo) A big crowd of people throng on the Trapalga Square in London in a ceremony for unveiling Korea's first tourism brand, "Korea, Sparkling"on June 17. The brand is being unveiled amid a stream of confetti.