Client

"Visit Korea Year 2010-2012" is Korea's vision for tourism! The Korea Tourism Organization (KTO) organized various campaigns reaching out to target audiences around the world. Together with the media agency, CNBC Asia, Techsailor conceptualized a social media marketing campaign for KTO. The campaign ran from 5th October to 10th December 2010.

Objective

KTO aimed to engage online users and inform them more about the tourist attractions in Korea. It was also an opportunity to raise awareness of the KTO Facebook Fanpage. As part of this campaign, Techsailor created a microsite for KTO which was linked to social media platforms, such as Facebook, Twitter and YouTube, to attract new users to the site, as well as promote conversations within the community about the attractions of Korea.

Solution

The campaign had a viral marketing component, where individuals were encouraged to bring their friends to join the online community. CNBC Asia supported the campaign significantly by spearheading the campaign concept and devising the incentive mechanics. Furthermore, the media company produced a TVC about Korea that was screened in the United States and some countries in Asia. This video is also showcased on YouTube.

Key highlights of KTO's social media marketing campaign included:
1) One-day Korea Dream Itinerary contest
2) 1 Postcard for Everyone
3) Twitter Contest on "Tell us why Korea's Worth the Trip!"
This campaign is considered a great success, as KTO saw its Facebook fan base statistic increasing by some four-fold.