A spokesperson for Cheil stated that the government body would be looking to step up its national branding activities in line with this year’s ‘Visit Korea’ promotional drive to increase the flow of tourism to the country. Cheil will be responsible for the account until 2011 under a two-year contract.
The spokesperson added that forthcoming creative work would place emphasis on digital elements and would aim to attract a combination of visitors including young Japanese, Chinese families and adventure seekers from Southeast Asia, Europe and the US.
The current advertising theme, ‘Korea, sparkling’, was initially developed by LG Ad. Cheil was appointed agency-of-record for the account last year.
Separately, a result for the Seoul Metropolitan Government’s annual city branding creative review is expected to be announced at the end of the week.
