LG Ad has held the business for the past two years and is responsible for the current ‘Korea, sparkling’ campaign, introduced by the Government as the country’s tourism brand last year. A Cheil source said the KTO was seeking to enlarge on the ‘Sparkling’ theme by showcasing different ways in which to enjoy Korea’s attractions.
The source added that Cheil, having recently established an interactive arm, would place emphasis on the importance of interactive media in addition to traditional media campaigns, noting the majority of travellers were driven online to procure travel information. The first campaign could be expected in April, the source said.