Korea Tourism, Winged
with Brand Marketing

Marking the first anniversary, the KTO signed a joint marketing MOU with Asiana Airlines

Korea's Tourism Brand "Korea, Sparkling,"developed in order for improving the image of Korea tourism among foreigners and strengthening its competitiveness in the tourism industry, celebrated the first anniversary of its launch on April 15.
It is considered that for last one year, Korea's tourism brand has successfully penetrated the global tourism market. It has led to grow inbound tourism through its strategic integrated marketing activities together with the unified image, and to achieve an average of 20 percent of brand recognition in 16 different countries in a short period of time. In particular, the brand promotional film (5 minutes' duration) winning the grand prize in the New York Festival, one of the world's three biggest advertising awards, and the TV advertisement starred by the world star 'Bi'(meaning 'rain' greatly contributed to implant Korea's tourism brand in the heart of foreigners.
Motivated by the successful launch of its tourism brand, the Korea Tourism Organization (CEO Oh, Jee-chul) is planning to perform even more strengthened brand marketing activities this year. First of all, in order to strengthen competitiveness of overseas marketing through public and private partnerships, the KTO signed a memorandum of agreement on joint marketing with the Asiana Airlines Inc. (CEO Kang Joo-an) in the meeting room on the 16th floor of the KTO building at 11 a.m. on April 15. According to the MOU, a total of 50 carriers of the Asiana Airline are flying to and from 82 international points in 65 cities of 21 countries, with Korea's tourism brand 'Korea, Sparkling'sign attached on the plane. With this MOU as a momentum, the KTO and the Asiana Airlines are establishing mutual cooperative system throughout all the sectors related to attracting foreign tourists, including joint development of Korea visit programs, supports for inviting foreign journalists and business persons in the tourism industry,
and joint overseas promotions.
At 6:30 p.m. on April 15, a ceremony celebrating the first anniversary of the launch of Korea's tourism brand took place. Reflecting the magnitude of this event, every important figure in Korea's tourism industry, including Yu, In-chon, Minister of Culture, Sports and Tourism, attended the ceremony. In the event, a massive-size statue symbolizing the tourism brand went open to the public, and 1,200 balloons cherishing tourism people's wishes for the prosperity of Korea's tourism brand embroidered the night sky. Also, Gambler, Drifters and Rivers, top-class B-boy teams creamed off for Korea's national B-boy teams at the 'R-16 Korea, Sparkling' the world's biggest B-boy contest, and Jin Bo-ra, a musician recently in the limelight of mass communication presented congratulatory performances. In addition, they were officially designated as an promotional ambassador for 'Korea, Sparkling'at the ceremony.
In the meantime, the KTO plans to continue to establish a system in which's major external private and public organizations, including the Incheon International Airport Corporation (IIAC), can cooperate with each other, as well as to carry out an extensive brand promotion campaign, in order for improving the brand recognition of 'Korea, Sparkling' among domestic and foreign tourists and for holding a dominant position over neighboring competing countries in the competition of tourism marketing. nw

Scenes of the first anniversary of launching Korea's Tourism Brand "Korea, Sparkling."

People from tourism-related industries mark the first anniversary of launching Korea's Tourism Brand "Korea, Sparkling.