{"id":3133,"date":"2016-11-25T04:27:08","date_gmt":"2016-11-25T04:27:08","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3133"},"modified":"2024-06-05T08:51:35","modified_gmt":"2024-06-05T08:51:35","slug":"korean-tourism-organisation-reinvigorate-refresh-nations-brand","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/11\/korean-tourism-organisation-reinvigorate-refresh-nations-brand\/","title":{"rendered":"Korean Tourism Organisation Reinvigorate And Refresh The Nation\u2019s Brand"},"content":{"rendered":"<p>More and more countries are now seeing the benefits of building their nations brand.\u00a0 The Korea Tourism Organisation is no different.<\/p>\n<p>As they look to build a brand that helps them encourage tourism to the sector as well as raise the profile of their country\u2019s culture and people.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/11\/korean-tourism-organisation-reinvigorate-refresh-nations-brand\/#The_Objective\" >The Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/11\/korean-tourism-organisation-reinvigorate-refresh-nations-brand\/#The_Strategy\" >The Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/11\/korean-tourism-organisation-reinvigorate-refresh-nations-brand\/#%E2%80%9CImagine_your_Korea%E2%80%9D\" >\u201cImagine your Korea\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/11\/korean-tourism-organisation-reinvigorate-refresh-nations-brand\/#The_Results\" >The Results<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Objective\"><\/span>The Objective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Working with branding consultancy InterBrand the Korea Tourism Organisation (KTO) set themselves an ambitious target.<\/p>\n<p>The KTO wanted to reach 20 million visitors by 2020.\u00a0 Bringing life and placing Korea\u2019s brand story into the limelight \u2013 showing the world just what they had to offer.<\/p>\n<p>The challenge was how they could differentiate themselves from other East Asian destinations.<\/p>\n<p>As with a lot of destinations there is a need to shift people\u2019s mind-sets from \u201cseeing\u201d to \u201cexperiencing\u201d.\u00a0 Think of the recent rebrand of the \u201cIslands of Tahiti\u201d or how Virgin Holidays are now selling their destinations.<\/p>\n<p>The focus is now on making these experiences a reality and rebranding countries such as Korea to make them a viable option as a place to visit and explore.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/Korea_brand_strategy_the_branding_journal_5.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3139 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/Korea_brand_strategy_the_branding_journal_5.png\" alt=\"korea_brand_strategy_the_branding_journal_5\" width=\"723\" height=\"563\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/Korea_brand_strategy_the_branding_journal_5.png 723w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/Korea_brand_strategy_the_branding_journal_5-300x234.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/Korea_brand_strategy_the_branding_journal_5-380x296.png 380w\" sizes=\"auto, (max-width: 723px) 100vw, 723px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Strategy\"><\/span>The Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In developing the right campaign InterBrand looked at the characteristics that make up Korea.\u00a0 What is it about the nation that sets it apart from others, makes it interesting and stand out?<\/p>\n<p>The characteristics identified through their research focused on, diversity, vibrancy, creativity and intrigue.<\/p>\n<p>Reported by InterBrand \u201cwe created a brand slogan that would transfer the \u201cownership\u201d of Korea from KTO to the people.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3138 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_4.jpg\" alt=\"korea_brand_strategy_the_branding_journal_4\" width=\"650\" height=\"550\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_4.jpg 650w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_4-300x254.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_4-380x322.jpg 380w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a><\/p>\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-3653870920\"><div id=\"thebr-1684709150\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/brand-improvement-mini-course?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=mini_course_articles&#038;utm_content=green\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/02\/Mini-Course-Green-600x300-1.png\" alt=\"mini-course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2><span class=\"ez-toc-section\" id=\"%E2%80%9CImagine_your_Korea%E2%80%9D\"><\/span>\u201cImagine your Korea\u201d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The brand slogan plays with people\u2019s imaginations and it also allows KTO to feed people\u2019s imaginations with stories.\u00a0 Their stories about the real Korea.<\/p>\n<p>The brand identity created has been designed to better promote and communicate Korea\u2019s tourist attractions.\u00a0 The slogan is to encapsulate Korea\u2019s diverse, natural, historical and cultural aspects.\u00a0 With the new logo also using the Korean design aspects.<\/p>\n<p>To help provide something which people could touch and feel as well as imagine they also looked at producing a tangible product.<\/p>\n<p>The focus then became on Korean food and the dishes that would attract the most interest and show the culture of Korea.<\/p>\n<p>Again through their research into this area a special souvenir book has been developed so non-Koreans can find out more, learn from the culture and not be afraid to try new things.<\/p>\n<p>They are building their brand.\u00a0 Showing real people, real food and branding them as an opportunity to come and see for yourself.<\/p>\n<p>As part of their strategy they\u2019re starting to create and introduce experiences.\u00a0 These experiences introduce the Korean culture through illustrations, objects and interactive features.<\/p>\n<p>They\u2019ve started to bring their brand to life.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3135 size-large\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-1024x512.jpg\" alt=\"korea_brand_strategy_the_branding_journal_1\" width=\"700\" height=\"350\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-1024x512.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-380x190.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-800x400.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1-1160x580.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_1.jpg 1280w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3136 size-large\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-1024x512.jpg\" alt=\"korea_brand_strategy_the_branding_journal_2\" width=\"700\" height=\"350\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-1024x512.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-380x190.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-800x400.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2-1160x580.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_2.jpg 1280w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3137 size-large\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-1024x512.jpg\" alt=\"korea_brand_strategy_the_branding_journal_3\" width=\"700\" height=\"350\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-1024x512.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-300x150.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-768x384.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-380x190.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-800x400.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3-1160x580.jpg 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/korea_brand_strategy_the_branding_journal_3.jpg 1280w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>The Results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>According to Trading Economics, KTO is certainly on track to reach their 20 million target.\u00a0 With the launch of the refreshed brand already increasing visitor numbers to 16.6 million in August 2016.<\/p>\n<p>Not only are the numbers important but from a branding perspective this brand refresh has also been highly recognised.\u00a0 Shortlisted at Cannes Lions, the design community have recognised the work, thought and thoroughness which has gone into the project.\u00a0 And of course the results so far speak for themselves.<\/p>\n<p>KTO has found their branding niche when it comes to telling their brand story, through the K-Food development.\u00a0 However, many have commented that for all it\u2019s nice to see a \u201cless polished\u201d and \u201cmassaged\u201d destination brand, could the launch and follow-up strategy have been executed much better?<\/p>\n<p><em><strong>References: <\/strong><a href=\"https:\/\/english.visitkorea.or.kr\/enu\/AKR\/FU_EN_15.jsp?cid=1937775\" target=\"_blank\" rel=\"nofollow noopener\">Visit Korea<\/a>,\u00a0<\/em><em><a href=\"https:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_and_identity_for_south_korea.php#.WAez2PkrLIU\" target=\"_blank\" rel=\"nofollow noopener\">Under Consideration<\/a>,\u00a0<\/em><em><a href=\"https:\/\/interbrand.com\/work\/redefining-tourism-from-a-tourist-perspective\/\" target=\"_blank\" rel=\"nofollow noopener\">Interbrand<\/a>,\u00a0<\/em><a href=\"https:\/\/www.tradingeconomics.com\/south-korea\/tourist-arrivals\" target=\"_blank\" rel=\"nofollow noopener\"><em>Trading Economics<br \/>\n<\/em><\/a><em><strong>Pictures from:\u00a0<\/strong><a href=\"https:\/\/interbrand.com\/work\/redefining-tourism-from-a-tourist-perspective\/\" target=\"_blank\" rel=\"nofollow noopener\">Interbrand<\/a>, <\/em><em><a href=\"https:\/\/english.visitkorea.or.kr\/enu\/AKR\/FU_EN_15.jsp?cid=1937775\" target=\"_blank\" rel=\"nofollow noopener\">Visit Korea<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"More and more countries are now seeing the benefits of building their nations brand.\u00a0 The Korea Tourism Organisation&hellip;\n","protected":false},"author":15,"featured_media":3141,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[458,4,240],"tags":[663,688,13,651,687],"ppma_author":[757],"class_list":{"0":"post-3133","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-image","8":"category-news","9":"category-rebrand","10":"tag-asia-pacific","11":"tag-brand-strategy","12":"tag-branding","13":"tag-interbrand","14":"tag-korea","15":"cs-entry","16":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":458,"label":"Brand 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