A year after Cheil Worldwide scooped the creative and media business for Korea Tourism Organization (KTO), a global campaign is set to launch in mid-March under the theme ‘Korea inspiring’.
Cheil won the creative and media business last March 2009. Joe McDonagh, executive worldwide creative director at Cheil, explained that KTO's image has been fragmented under the tagline ‘Korea sparkling’. He added that one of the biggest challenges is to integrate the essence of the Korean culture and deliver them in a unified format.
McDonagh said: “The message before was disconnected. Print ads with individual messages. Some worked and some didn’t. We need to find a focus this time and connect with people in a deeper level.”
The global campaign involves three television commercials that have been adapted for each region: Asia, Japan, the US and Europe. Cheil has identified three distinct connections within the Korean culture. 'Qi' being the spiritual bond with nature; ‘Cheong’ as the heart-to-heart connection between people; and ‘Heong’ which refers to the collective energy and passion of the Korean philosophy.
“We have no significant landmark like the Eiffel Tower or Times Square. It is the people that make us stand out. That’s the magic that you never let go of,” McDonagh added.
The creative concept for the ad that airs in Asia is focused on music, fashion and energy.For Japan ithe focus is on hospitality and the elements in nature. It is also the only ad version that features Korean celebrity Bae Yong-joon, who played a key part in the ‘Korean wave’ that swept across Asia in 2002.The American version of the ad incorporates the rich culture of Korea and its landscapes.
The campaign will kick off with the TV ads and with print and online promotions running at a later stage.
Credits: Project Korea Inspiring Client Korea Tourism Organization Creative agency Cheil Worldwide Executive worldwide creative director Joe McDonagh Creative director Alex J Kwon Art director JangHoon Park Copywriter JoongSik Choi Producers LeeSeok Kim, KyungHeon Kim Account servicing JungKi Park, EunJin Yoon Exposure Television