The review of the business, currently held by LG Ad, follows the appointment of Mayor Oh Se-hoon early last year.
The pitch coincides with an annual review by the Korea Tourism Organisation of its ‘Korea, Sparkling’ campaign, also handled by LG Ad and worth $19.5 million. Contenders are required to have handled accounts with global budgets of over $3.2 million.
The pitch coincides with an annual review by the Korea Tourism Organisation of its ‘Korea, Sparkling’ campaign, also handled by LG Ad and worth $19.5 million. Contenders are required to have handled accounts with global budgets of over $3.2 million.
Both pitches include creative and media accounts. While Government organisations are obliged to renew contracts with vendors or partners annually through official open bidding, an agency source noted that Oh had “new ambitions and objectives”, including the establishment of a unique brand image for Seoul and the promotion of the city in eleven key overseas markets, with emphasis on China, Japan, and the US.
Seoul City’s pitch calls for proposals for a marketing strategy for Seoul tourism and an integrated campaign including online, promotion and sports sponsorship.
The source commented that Seoul needed a stronger image outside of Asia. “Perception often doesn’t meet reality,” the source said. “Many people see Seoul as an old, traditional Asian city, rather than a wired, cosmopolitan place.”