The creative is spearheaded by a new symbol in the form of an artistic square divided into two distinct colours - which represents the harmonious coexistence of traditional and modern elements - while the empty middle section represents a window that visitors can fill with their own experiences. The integrated drive, which rolls out in Asia-Pacific and other global markets over the next two months, will be spearheaded by TV, with the first spots released providing viewers with a kaleidoscope of images of the country's landscape, cultural heritage and modern elements. It also includes an online component at www.tour2korea.com, with visitors to the site given the chance to win one of 20 free air tickets to Korea.
According to the KTO, 'Korea, Sparkling' was selected from 700 candidates, with destination branding expert Simon Anholt leading a survey across nine international markets. "For the young Japanese and Chinese who will make up the overwhelming majority of tourists coming here in the near-future for summer and winter tourism, and for young Koreans themselves, Korea is fun, superficial, let's-take-pictures-with-our-cell-phones and fall over in the snow. 'Sparkling' fits that," said one source.
But others were not as complimentary. "(The slogan) 'Korea, Sparkling' is more suited to a mineral water or beverage rather than a country's brand. It is a great example of how to get it wrong," said another source.
The campaign launch was attended by more than 150 dignitaries and tourism officials, including KTO president Kim Jong-min, vice-culture and tourism minister Park Yang-woo and Hyundai group chairwoman Hyun Jung-eun.
LG Ad developed the creative for the campaign, which aimed at "presenting a clearer image of Korea as a tourism destination", said Kim at the presentation.
Fleishman Hillard account supervisor Hana Yoon, who declined to comment specifically on the mixed reviews, noted: "Several experts participated in the development of the brand - from research to naming, visual identity and brand communication planning. 'Korea, Sparkling' is an official tourism brand and a sub-brand of 'Dynamic Korea'. It is not replacing 'Dynamic Korea' (the national brand)."
