CLIENT / PROJECT
Korea Tourism Organization
AI-Driven Campaign
OVERVIEW
One of the first digital brand awareness campaigns of its kind, our team relaunched tourism to Korea with a high-tech strategy that no one saw coming. The market was highly competitive – popular locations like Japan, Thailand and China made it hard to stand out – but our revolutionary feature was the integration of AI technology: it optimized the experience for every person interacting with the campaign.
Together with our handpicked development team, we launched a modular microsite with original content encapsulating exciting aspects of Korean culture (think cuisine, fashion, music and more). Our groundbreaking idea? The content rotates with every visit – AI gathers insights on which content is most compelling to users, and then optimizes the microsite with the most successful combination. The goal is to increase time spent on the site and ultimately drive users to book trips to Korea. And to get users to the microsite, we developed an array of visual ads and videos, each tailored to different aspects of Korean culture. In this way, we are able to grab the attention of a diverse range of users, from the film-buff to the stylista to the wellness guru.
ROLES
Creative Direction
Art Direction
Media Strategy
AI Web Development
Video Editing
COLLABORATORS
Web Development: Ideamaker Agency
Video Editing: Gabe Caste
Copywriting: Keith Flanagan
Case Study ↓
PROBLEM
Post pandemic, Korea was opening back up to tourism and wanted the world to know how much they have to offer. In a highly competitive landscape, the Korea Tourism Organization needed to break through in a meaningful way – they needed a groundbreaking strategy.
SOLUTION
Utilizing a rich library of stunning images and videos, our multi-platform campaign drove traffic to a website designed and developed for this initiative. The use of AI technology helped target the right audience, honing in on search patterns, buying habits, and the user's proclivity towards travel. The website was also powered by AI, giving each user a unique experience that tailored content specifically based on their interests.
RESULTS
Our novel idea broke through. Over a 3.5 month campaign, we drove tremendous results for the Korea Tourism Organization:
→ over 1 million website pageviews
→ nearly 100,000 sweepstakes entries
→ over 10,000 confirmed flight / hotel bookings
Watch our campaign synopsis video below ↓