An agency source noted that Mayor Oh Se-hoon, who was appointed early last year, had “new ambitions and objectives” for Seoul, including the establishment of a unique brand image and the promotion of the city in eleven key overseas markets, with emphasis on China, Japan, and the US.
The pitch comes at the same time as an annual review by the Korean Tourism Organisation of its $19.5 million ‘Korea, Sparkling’ campaign, also handled by LG Ad.
The source said that while LG Ad was likely to retain the Korean Tourism account, Seoul City’s pitch was an exciting opportunity for outside agencies. The pitch calls for proposals for a marketing strategy for Seoul tourism and an integrated campaign including online, promotion and sports sponsorship.
Presentations for both pitches are expected to be delivered between mid- to late February.
