Lauren Arena
Jan 26, 2018

Seoul wins incentive gold ahead of PyeongChang Games

South Korean capital secures mega incentives in the lead up to Winter Olympics.

Seoul wins incentive gold ahead of PyeongChang Games

Excitement is mounting in South Korea with the 2018 Winter Olympics set to kick off in two week’s time. International hype around the Games is also helping to attract business events, with Seoul securing two major incentive wins.

Malaysian manufacturing company, Sahajidah Hai-O Sdn. Bhd, sent 1,200 employees to Seoul earlier this month, while 1,500 Tupperware Indonesia employees will touch down in March.

The Sahajidah Hai-O delegation was divided into eight groups, with the entire programme running from January 15-22. Delegates signed up for a hanbok experience, where they toured Gyeongbokgung Palace in traditional Korean garb, as well as visits to Seoul N Tower, Namdaemun Market, and Myeongdong shopping district.

Tupperware delegates, meanwhile, will engage with a number of K-pop experiences and visit local hotspots such as Bukchon Hanok Village, Dongdaemun Market, and the Folk Museum.

Sahajidah Hai-O employees in Seoul earlier this month

Kim Jae-yong, director of tourism policy at Seoul Metropolitan Government, credits the incentive business to a refreshed 2017 marketing campaign that targeted Southeast Asia—a strategic move following economic sanctions from China and a dramatic fall in Chinese visitors.

"The success of acquiring these [corporate] groups is due to the aggressive marketing efforts of the city to attract Southeast Asian groups instead of Chinese ones,” Kim said.

"We will do our best to provide unforgettable memories and excellent hospitality services during their stay in Seoul, so that so they will want to return in the future."

To leverage attention from the Games, and diversify MICE business, Seoul Tourism Organization (STO) has carried out joint marketing activities with the Korea Tourism Organization, Incheon Tourism Organization and Gyeonggi Tourism Organization.

A number of in-country marketing campaigns were activated across Southeast Asia last year, including in India, Indonesia, the Philippines, and Singapore, where customised tours and team-building programmes were introduced.

Related Articles

Just Published

2 days ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

2 days ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

2 days ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

2 days ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.