Metropolitan Government kicked of overseas promotions for this year with television commercials being aired in China and Japan starting June 15.
Under the new campaign slogan, “Infinitely yours, Seoul,” Seoul will promote itself abroad as a city that is on the go 24-hours-a-day, a city where the barrier between today and tomorrow is broken down, and finally a city with no limits to one’s experiences.
In China, Seoul will be billed as a “city with infinite fun where diverse experienes can be enjoyed at once. In Japan, Seoul will be promoted as a “city with infinite novelties, a place where one wants to revisit.” “Trendy Seoul, a city with infinite surprises where one can see the root of Hallyu” is the theme in Southeast Asia. In Europe and the Americas, Seoul will be introduced as a “city of infinite curioisity, a place where one can experience exotic culture.” In all, four television commercials have been created to promote the city around the globe.
Cameos by Hallyu stars
K-pop Hallyu stars, including Tong Vfang Xien Qi, Super Junior and Girls’ Generation make cameo appearances in the television ads.
The fun and excitement of spotting Hallyu stars who make brief 30-second appearances is expected to lead to offline words-of-mouth marketing. Tong Vfang Xien Qi will appear as a hair designer, Super Junior as a club DJ while Girls’ Generation will be shown as mannequins in Myeongdong. The stars will help tourists find just the right places to enjoy Seoul to the full.
Unedited footage from the shootings, episodes and memories about Seoul will be available online at YouTube starting July.
Boosting Seoul brand awareness
The appearance of Hallyu stars is expected to translate into more tourists coming to Seoul to visit the stars’ shooting locations. The YouTube online event attracted 30,000 hits on the first day alone and a very enthusiastic response to the promotional films is expected.
Seoul embarked on overseas marketing in 2008. That year, the city called on internationally recognized cultural icons to produce their take on Seoul and used Manchester United in sports marketing effort to promote the city. In a November 2008 survey by AC Nielson, Seoul was chosen as the No.1 city people in China, Japan and Thailand wanted to visit.
In 2009, Seoul will continue to promote itself overseas with the new campaign slogan, “Infinitely yours, Seoul” as part of efforts to attract 12 million tourists. (Seoul City government)