May - the California Tourism Industry Website
May - the California Tourism Industry Website
May - the California Tourism Industry Website
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Korea Monthly Activity Report<br />
Visit <strong>California</strong> Korea<br />
<strong>May</strong> 2012<br />
Prepared by: AVIAREPS Marketing Garden Korea<br />
I. Market Intelligence / Market Conditions<br />
A. Economy<br />
Compared with <strong>the</strong> previous month, Korea’s growth in exports slowed down due to <strong>the</strong><br />
situation in <strong>the</strong> EU.<br />
In March, equipment investment continued an overall upward trend showing<br />
improvement in transportation sectors, however construction investment remained weak.<br />
In addition, production of mining & manufacturing and service industries showed<br />
relatively sluggish performance.<br />
Private consumption in March declined slightly, but <strong>the</strong> consumption-related sentiment<br />
index continued to improve. The growth rate of retail sales index recorded 0.0%, down<br />
from <strong>the</strong> previous month (5.4%) and a decrease of 2.7% on a month-on-month basis.<br />
In April, <strong>the</strong> trade balance recorded a surplus of $2.15 billion, slightly down from <strong>the</strong><br />
previous month ($2.45 billion). Exports registered a growth rate of -4.7%, a decrement<br />
larger than <strong>the</strong> previous month (-1.4%) and influenced by <strong>the</strong> reduced number of working<br />
days and <strong>the</strong> base effect of some items.<br />
During April, stock prices decreased slightly, but financial markets maintained a<br />
relatively stable pace. Korea Composite Stock Price Index (KOSPI) rose to 1982.0 as of<br />
<strong>the</strong> end-April, down 32.1 points from <strong>the</strong> previous month, influenced by <strong>the</strong> situation in<br />
North Korea. The KRW/USD exchange rate registered 1,134.2 won, similar to <strong>the</strong><br />
previous month (1,137.8 won).<br />
1
B. Outbound Travel Market<br />
According to <strong>the</strong> Korea <strong>Tourism</strong> Organization (KTO), <strong>the</strong> number of Korean outbound<br />
travelers in April was 1,018,645, an increase of 17.4% compared to <strong>the</strong> same month<br />
(867,487) in 2011. The total number of Korean outbound travelers from January to<br />
April was 4,388,713, up 7.2% from <strong>the</strong> same period (4,095,816) in 2011.<br />
According to Korea Association of Travel Agents (KATA) and Korea <strong>Tourism</strong><br />
Association (KTA), <strong>the</strong> number of Korean outbound travelers in February was 368,962, a<br />
9% increase compared to <strong>the</strong> same month in 2011. Travel agencies Yellow Balloon,<br />
Online Tour and Very Good Tour showed over 30% increases in February.<br />
C. Competitive Environment<br />
Rendez-Vous Canada was held at Edmonton Expo in Alberta, Canada from <strong>May</strong> 13 to 16.<br />
About 1,500 sellers, buyers and media from all over <strong>the</strong> world participated.<br />
The 38th Germany Travel Mart was held in Leipzig, Germany from <strong>May</strong> 12 to 15.<br />
About 160 people in <strong>the</strong> tourism industry from all over <strong>the</strong> world participated and shared<br />
information about <strong>the</strong> German tourism market. Korea Tour, Dream Tour, M&Service<br />
Tour, Very Good Tour and Hana Tour participated from Korea in this year.<br />
D. Consumer Trends<br />
Credit card use by Koreans traveling abroad climbed to <strong>the</strong> second highest record to date<br />
in <strong>the</strong> first quarter this year. Overseas card use of Korean residents recorded $2, 27<br />
billion, which is <strong>the</strong> second highest figure after <strong>the</strong> all-time high record set in <strong>the</strong> third<br />
quarter last year ($2.30 billion) according to <strong>the</strong> Bank of Korea. The number of people<br />
using credit cards overseas and <strong>the</strong> amount purchased per card increased in line with <strong>the</strong><br />
spike in number of Koreans traveling abroad. Outbound Korean travelers increased<br />
11.3% from <strong>the</strong> previous quarter (3.03 million people) to 3.37 million people. The<br />
amount of purchase per card was $464, up 2.4% from <strong>the</strong> previous quarter’s $453.<br />
2
E. Travel Trends<br />
The Yeosu Expo in Korea just kicked off in Yeosu, South Jeolla Province and will run for<br />
three months starting <strong>May</strong> 12. It is <strong>the</strong> second international exposition ever held in<br />
Korea, following <strong>the</strong> one that took place in Daejeon city in 1993. The event is expected<br />
to boost <strong>the</strong> economy and contribute to protecting <strong>the</strong> world's marine resources with new<br />
ideas and agendas.<br />
F. Media Trends<br />
Though Google is <strong>the</strong> most powerful and most widely used<br />
G. Airlift<br />
search engine, it has not been very successful in <strong>the</strong> Korean<br />
market because of <strong>the</strong> dominance of local web service<br />
companies like Naver, Daum and Nate. As a result, Google<br />
Korea is trying to streng<strong>the</strong>n its presence and recently held a<br />
media conference to unveil a Korean-version social networking<br />
service app called Google Plus as well as K-Pop Hub, a<br />
communication channel between K-Pop stars and <strong>the</strong>ir fans.<br />
Google Plus is a social networking service operated by Google<br />
with a shared login scheme with o<strong>the</strong>r Google services like<br />
Gmail and YouTube. With <strong>the</strong> launch of <strong>the</strong> app, Google<br />
Korea plans to expand <strong>the</strong> connectivity among various Google<br />
services, in a bid to attract mobile and social media users in<br />
Korea into Google Plus. Google is also trying to enhance its<br />
Google search experience with <strong>the</strong> newly introduced feature of The Knowledge Graph,<br />
which guides users to effectively search for what <strong>the</strong>y want with relevant suggested<br />
results realized by a search information algorithm from Google’s database.<br />
British Airways will resume flight service between Incheon and London Heathrow from<br />
December 2, six times a week (except Thursday) on a Boeing 777 aircraft (219 seats).<br />
Currently, Korean Air and Asiana Airlines operate <strong>the</strong> route daily. Korean Air has also<br />
serviced Incheon and Gatwick flights three times a week since April 28.<br />
3
Korea's international air passenger traffic surged 22.6% in April from a year earlier due to<br />
a sharp rise in visitors from Japan and o<strong>the</strong>r countries, and more Koreans going abroad.<br />
The number of international air passengers came to some 3.75 million, <strong>the</strong> highest<br />
number for <strong>the</strong> month of April, according to <strong>the</strong> Ministry of Land, Transport and<br />
Maritime Affairs. The previous record was reached in April 2011, when numbers hit<br />
3.07 million. The Ministry attributed <strong>the</strong> growth to a rise in <strong>the</strong> number of Japanese<br />
visitors arriving in <strong>the</strong> country during <strong>the</strong> national holidays of Golden Week, and Koreans<br />
going overseas to places like Sou<strong>the</strong>ast Asia.<br />
Jin Air will launch regular flights to Yantai in Shandong Province, China from July 5.<br />
The route between Incheon and Yantai is <strong>the</strong> airline's 11th international flight. The<br />
budget airline will operate a B737-800 with 183 seats on <strong>the</strong> route four times a week on<br />
Monday, Thursday, Friday and Sunday. Jin Air is offering round-trip tickets from $90<br />
to celebrate <strong>the</strong> launch. The airfare does not include fuel surcharges or taxes.<br />
Jeju Air will fly a new route between Incheon and Qingdao from June 22 to become<br />
Korea's first low-cost carrier to do so. The carrier is selling 20 round-trip tickets for $50<br />
for each flight departing from June 22 to July 18.<br />
Korean Air has announced <strong>the</strong> launch of direct flights between Incheon International<br />
Airport, Seoul and Madrid, three flights per week on a B777-200 aircraft (total of 261<br />
seats) and depart Seoul Incheon every Monday, Wednesday and Friday<br />
Asiana Airlines officially announced its connecting flight service launch between Gimhae<br />
and Incheon for international transit to fur<strong>the</strong>r enhance passenger benefits and maximize<br />
<strong>the</strong> convenience of outbound travel departing from Busan and Youngnam province.<br />
Asiana Airlines will operate <strong>the</strong> service once in a day, departing for Incheon at 11:50 AM.<br />
4
II. ACTIVITY UPDATE<br />
A. Travel Trade Marketing<br />
A-1. Major Sales Calls<br />
Mode Tour: S\ince Mode Tour is<br />
publishing summer special brochures,<br />
showcasing FIT tour products of all<br />
regions worldwide, VC Korea offered<br />
$500 for allocating <strong>California</strong> contents.<br />
Two main packages for San Francisco<br />
and Los Angeles were introduced along<br />
with <strong>the</strong> VC Korea Guidebook, logo and<br />
website URL.<br />
United Airlines: As United Airlines is<br />
planning to launch “United Vacations,”<br />
VC Korea had a meeting with Mr. BK<br />
Park to discuss <strong>the</strong> scheme. Agreed to<br />
launch it from September with key FIT<br />
travel agents and hold a FAM tour<br />
inviting <strong>the</strong> top sellers. VC Korea will<br />
offer partial AD fee and sales incentives<br />
through a sales contest.<br />
MK Tour: Following Pow Wow 2012, MK Tour had an opportunity to experience<br />
Mauiva’s West Wonder product, which includes most popular regions of <strong>California</strong>. As<br />
opposed to coach tours, Mauiva uses a private jet to reduce transportation time and<br />
increase traveler’s comfort, VC Korea and MK Tour had a discussion to promote <strong>the</strong><br />
product with key MICE and high-end tour operators.<br />
Asiana Airlines: The 2 nd largest national carrier will kick off its daily flight between Seoul<br />
and Hawaii from July 10. Since many Koreans prefer to see as many as destinations when<br />
traveling to <strong>the</strong> US, Asiana Airlines will lauch “Hawaii-<strong>California</strong>” tour products with key<br />
trade partners. VC Korea helped develop <strong>the</strong> package by offering key attraction<br />
information.<br />
5
Pan Pacific Tour: Pan Pacific Tour is a tour operator that has been handling a series of<br />
Hyundai Automobile groups to <strong>the</strong> USA for years. Since <strong>the</strong>re is a Hyundai automobile<br />
plant in Atlanta, <strong>the</strong> original itinerary included Atlanta, Eastern USA and Canada, so VC<br />
Korea met <strong>the</strong> agent to include <strong>California</strong> in <strong>the</strong> program. As a result, <strong>the</strong> itinerary will<br />
include Los Angeles and San Diego from this spring.<br />
A-2. Hana Tour International Travel Show<br />
Period: <strong>May</strong> 18-20, 2012<br />
Venue: KINTEX<br />
Hana Tour Internatinal Travel Show, an annual<br />
B2C travel fair, was completed successfully.<br />
Hana Tour initially expected 55,000 consumers<br />
for three days but in total, 72,000 visitors attended,<br />
an incease of 52% compared to <strong>the</strong> previous year.<br />
In terms of sales, Hana Tour announced that<br />
8,000 tour packages were sold on <strong>the</strong> spot<br />
including 300 bookings for US destination. VC<br />
Korea purchased two booths and shared <strong>the</strong> space<br />
with three partners: Disneyland, LA Inc, and SF<br />
CVB. Since <strong>the</strong> Disneyland Korea Representative<br />
office has withdrawn from <strong>the</strong> Korean market,<br />
Justin Kim from Disneyland Anaheim visited to<br />
keep <strong>the</strong> booth and responded customers’ inquires<br />
regarding Disneyland. Apart from Disneyland,<br />
many partners from USA mainland participated<br />
such as Casa Resorts, Premium Outlet, Oregon<br />
and Portland <strong>Tourism</strong>, who do not have Korean representation. Following <strong>the</strong> show, VC Korea<br />
shared <strong>the</strong> results and feedback with o<strong>the</strong>r in-market stakeholders for next year’s participation.<br />
6
A-3. <strong>California</strong> Booking Contest with Singapore Airlines for “SIA Holiday<br />
<strong>California</strong>”<br />
Period: <strong>May</strong> 1 – July 31, 2012<br />
Participating Travel Agents: “Singapore Airlines SIA Holiday <strong>California</strong>” 10 Travel<br />
Agents (FIT Team) - Hana Tour, YB Tour, Tour Baksa, Interpark Tour, Lotte JTB,<br />
Hana Youth, Very Good Tour, Online Tour, Segyero Tour and Daemyung Tourmall<br />
No. Travel Agent SIA Holiday <strong>California</strong> AD URL<br />
1 Online Tour http://onlinetour.co.kr/event/view.asp?idx=1448&_E_=20044<br />
2 Tour Baksa<br />
3 Interpark Tour<br />
4 Hana Tour<br />
http://www.tourbaksa.com/promotion/promotion_view.asp?idx=1588&<br />
sitecode=US&jType=<br />
http://tour.interpark.com/event/event_view.aspx?seq=3953®ion=00<br />
7&<br />
http://www.hanatour.com/asp/promotion/autopromo/ap-<br />
20000.asp?promo_code=P06620&hanacode=FIT_airtel_body02_best_<br />
06<br />
5 Segyero Tour http://usa.segyero.com/?c=gongji&no=2166<br />
6 Hana Youth<br />
8 Very Good Tour<br />
http://www.hanatour.com/asp/promotion/autopromo/ap-<br />
20000.asp?promo_code=P06751&hanacode=FIT_backpack_body01_r<br />
ecommend_02<br />
http://www.verygoodtour.com/Event/EventView.aspx?evtseq=969&me<br />
nuCode=1940105<br />
9 YB Tour http://www.ybstour.co.kr/event/2012/0417_us/120417_us_event.asp<br />
10 JTB<br />
http://www.lottejtb.com/xhtml/plan/templete/templete_A.xhtml?PLAN<br />
_SEQ=787<br />
To boost sales and encourage travel agents to promote <strong>California</strong>, VC Korea launched a<br />
<strong>California</strong> FIT booking campaign with Singapore Airlines. As part of <strong>the</strong> campaign, <strong>the</strong><br />
participating travel agents are currently running <strong>California</strong> online AD on <strong>the</strong>ir website. The<br />
URL of <strong>the</strong> AD and <strong>the</strong> captures are as follow:<br />
7
Online Tour<br />
8
Tour Baksa<br />
9
Interpark Tour<br />
10
Hana Tour<br />
11
Segyero Tour<br />
12
Hana Youth<br />
13
Very Good Tour<br />
14
YB Tour<br />
15
Lotte JTB<br />
16
A-4. Asiana Airlines Co-op - <strong>California</strong> Sales Campaign<br />
Period: <strong>May</strong> 1 - June 30, 2012<br />
Participating Travel Agents: 16 “Asiana Pak" Consortium Travel Agents –Top Travel, YB<br />
Tour, RedCap tour, Lotte Tour, Lotte JTB Tour, Boumlsom Tour, Tour Mania, Onnuri<br />
Tour, Jau Tour, Tour 2000, KRT, SK Tourvis, Very Good Tour, Online Tour, DD Tour,<br />
and Tourmall<br />
VC Korea began a sales campaign with Asiana Airlines targeting its 17 consortium travel<br />
agents. So far, 15 out of 16 travel agents have executed new online AD on <strong>the</strong>ir websites to<br />
promote CA tour packages for this campaign. The AD URL and captures are as follow:<br />
Travel Agent <strong>California</strong> Asiana Co-op Online AD URL<br />
Tour 2000<br />
http://www.tour2000.co.kr/event_new/Event_View.asp?tt_seq=962&GET_EVENT_CD<br />
=E2<br />
Lotte JTB http://www.lottejtb.com/xhtml/plan/templete/templete_A.xhtml?PLAN_SEQ=781<br />
Bomul Tour http://www.bomultour.com/event/eventpage/event_2012ev_mizu.asp<br />
Tourmall http://www.tourmall.com/eventlist/new/event_view_goods.asp?event_idx=913<br />
Jau Tour http://www.jautour.com/promotion/autoMdView.asp?idx=1426<br />
KRT<br />
http://www.krt.co.kr/event/eventView.asp?bType=기획전&seq=703&gotp=해외<br />
여행&bArea=미주<br />
Very Good Tour http://www.verygoodtour.com/Event/EventView.aspx?evtseq=974<br />
SK Tourvis http://www.tourvis.com/Event/event/12042701/index.html<br />
RedCap Tour http://redcaptour.com/planned.vw?method=activeView&pj_seq_no=1469&catCd=<br />
YB Tour http://www.ybtour.co.kr/event/Overseas/2012/0511_usa_cal/index.asp?seq=640<br />
Online Tour http://www.onlinetour.co.kr/event/view.asp?idx=2057&_C_=21598<br />
DD Tour http://www.ddtour.com/promotion/promotion_view.asp?pidx=197<br />
Tour Mania http://www.tourmania21.com/event/?mode=view&event_id=225&page=1<br />
Onnuri Tour http://www.onnuritour.com/event/event_sub.asp?eventnm=2268<br />
Top Travel http://www.toptourmall.com/list.php?category=1220<br />
17
Tour 2000<br />
18
Lotte JTB<br />
19
Bomul Tour<br />
20
Jau Tour<br />
21
KRT<br />
22
Very Good Tour<br />
23
SK Tourvis<br />
24
RedCap Tour<br />
25
YB Tour<br />
26
Online Tour<br />
27
DD Tour<br />
28
Tour Mania<br />
29
Onnuri Tour<br />
30
Top Travel<br />
31
B. Communications<br />
B-1. Media Monitoring (Clippings and Publicity Calendar)<br />
In <strong>May</strong>, Visit <strong>California</strong> Korea secured PR coverage in a total of 16 publications, with an<br />
estimated circulation of 13,230,000 and an estimated advertising value of US$ 247,000.<br />
VCA Korea distributed <strong>the</strong> following press release to key media representatives in Korea and<br />
followed up to ensure coverage.<br />
<strong>May</strong> 16: <strong>California</strong> Breakfast Locations in Napa<br />
[Press Release Summary]<br />
Preparing <strong>the</strong> body for hours of wine tasting along Silverado Trail or trekking <strong>the</strong> back roads of<br />
Napa Valley’s vineyard-strewn mountains requires serious sustenance. Famed breakfast<br />
sandwiches and green eggs and ham, as well as traditional winemakers’ breakfasts, are just<br />
some of Napa Valley’s decadent and nutritious morning fare.<br />
Bed, <strong>the</strong>n breakfast<br />
At Calistoga’s Chateau de Vie, bed and breakfast guests dig into a classic winemaker’s<br />
breakfast consisting of fresh pastries, eggs<br />
scrambled with fresh tarragon and triple<br />
crème, brie and wild mushroom duxelles,<br />
paired with a glass of Napa Valley<br />
Chardonnay.<br />
Downtown Napa’s Inn on First serves an<br />
ever-changing breakfast menu including<br />
herbed focaccia and eggs with basil aioli,<br />
roast rosemary potato with soft baked eggs<br />
and a roasted tomato tart. The Inn’s<br />
proprietors ensure that returning guests enjoy<br />
a new dish each day and every visit.<br />
32
B-2. Media FAM<br />
(1) Mr. BH Lee’s Hand Printing Ceremony at Walk of Fame, LA Hollywood <strong>California</strong>.<br />
Mr. BH Lee and Mr. SK Ahn, <strong>the</strong> two so-<br />
called “National Actors of Korea” will be<br />
invited by <strong>the</strong> production company,<br />
Looking East for a hand & foot printing<br />
ceremony at <strong>the</strong> Walk of Fame in front of<br />
Grauman’s Chinese Theatre on June 23.<br />
Details of <strong>the</strong> events planned are as follow:<br />
June 23:<br />
Hand & Foot Printing Ceremony,<br />
Walk of Fame<br />
Red Carpet Ceremony & Opening Ceremony<br />
VIP Reception<br />
June 23 to 24:<br />
Korean Film Festival at Grauman’s Chinese Theatre<br />
June 24:<br />
Korean Food Festival (Roy Choi is also invited)<br />
VC Korea has negotiated with Looking East to sponsor <strong>the</strong> accommodations for VIPs and<br />
staff of this ceremony, a total of 30 rooms for 4 nights, in exchange for VC’s exposure on<br />
official collaterals and all photos related to <strong>the</strong> event. The details of VC Korea’s expected<br />
level of exposure is included in <strong>the</strong> Project Brief. (Asiana Airlines will sponsor air tickets<br />
for <strong>the</strong> group) VC Korea is working with LA Inc to confirm <strong>the</strong> accommodation.<br />
VC Korea has been communicating with Look East Festival to ensure that <strong>the</strong> logo and<br />
URL are inserted into <strong>the</strong> official collaterals.<br />
<br />
33
(2) Allure Online & Offline Special Travel Book in Korean Language<br />
With <strong>the</strong> launch of <strong>the</strong> U.S. Visa Waiver Program for Koreans in<br />
November 2008, <strong>the</strong> number of Korean FIT to <strong>California</strong> has<br />
increased 41% in 2010 compared to <strong>the</strong> previous year. Also, thanks<br />
to <strong>the</strong> increased airlifts, <strong>the</strong> routes to visit <strong>California</strong> are also<br />
expanding. Since Korean office ladies are looking at <strong>the</strong> US as an<br />
increasingly appealing destination for <strong>the</strong>ir summer holidays, VC<br />
Korea will work with top fashion lifestyle magazine, Allure, to<br />
produce an in-depth <strong>California</strong> travel guide of major tourist<br />
attractions, hotels, restaurants, shops, entertainment, activities, etc.<br />
VC Korea participated in “Allure Travel White Book – 100 Ways”<br />
which will be distributed to more than 120,000 consumers in Seoul.<br />
Allure Travel White Book will be developed to cover various overseas destinations, hotels,<br />
offer travel tips etc., so travelers can carry it around as a personal guidebook.<br />
VC Korea created a total of 10 special <strong>California</strong> pages, covering major tourist attractions,<br />
shops & activities, fun contents & interesting angles, and a so-called “10 ways, 10 tips and<br />
10 spots!”<br />
In addition to this offline travel book, Allure will also create iPad & iPhone applications on<br />
June 4th so that <strong>the</strong> contents can be downloaded to iPhone based smart phones and <strong>the</strong> iPad.<br />
Topics for <strong>California</strong><br />
(1) 10 Ways to Enjoy San Francisco (SF’s hot tourist spots, attractions & bohemian type of<br />
streets information)<br />
(2) 10 Tips for Shopping in LA (Best ways and tips to discover hot shopping deals for lady<br />
travelers, and recommended shopping spots)<br />
(3) 10 Ways to Taste Napa Winery (Napa winery introduction with various <strong>California</strong> wine<br />
selections)<br />
(4) 10 Natural Spots for Luxury Healing (Healing spots in national parks or <strong>the</strong> great nature<br />
surrounding <strong>California</strong>)<br />
(5) 10 Artistic Spots for Art Lovers (<strong>California</strong>’s top galleries, museums and complex’s)<br />
34
(3) Taste of <strong>California</strong> Korean Media Roundtable<br />
VC Korea will be holding <strong>the</strong> “Taste of <strong>California</strong>” media roundtable with <strong>the</strong> <strong>California</strong><br />
State Board of Agriculture to create a strong presence of <strong>California</strong> agricultural products in<br />
<strong>the</strong> Korean market. There will also be a cooking demonstration, ‘Taste of <strong>California</strong>’ with<br />
celebrity chef Edward Kwon<br />
VC Korea will invite 20 to 25 influential<br />
Korean press, mostly food editors from<br />
fashion/beauty, lifestyle, luxury, consumer<br />
travel magazines and daily newspapers and<br />
influential food bloggers. It will be held at<br />
Mixed One, a <strong>California</strong> style restaurant<br />
owned by Chef Edward Kwon.<br />
35
Program Run Down will be as below;<br />
09:30 – 10:30 a.m. Venue set-up<br />
10:40 – 11:00 a.m. Meet & greet<br />
*<strong>California</strong>-<strong>the</strong>med drink (or chilled <strong>California</strong> wine) to be served.<br />
11:00 – 11:05 a.m. Welcome remarks by Secretary Ross<br />
11:05 – 11:10 a.m. Remarks by one of <strong>California</strong> Agriculture Associations<br />
11:10 – 11:30 a.m. Presentation on <strong>California</strong> Agriculture Products by Secretary Ross<br />
11:30 – 12:00 p.m. Demonstration on “Taste of <strong>California</strong>” by Chef Kwon<br />
12:00 – 12:45 p.m. Lunch & Networking<br />
12:45 – 13:00 p.m. Closing & Giveaways at <strong>the</strong> exit<br />
B-3. Press Office - Media Liaisons<br />
Visit <strong>California</strong> Korea made 17 press calls to major travel trade newspapers, daily<br />
newspapers and magazines to pitch <strong>California</strong> feature ideas as follow:<br />
1. Mr. Choi Seung Pyo, Korea Travel Times<br />
2. Ms. Yang Bora, Korea Travel Times<br />
3. Ms. Chun So Hyun, Travie<br />
4. Mr. Yang Jae Pil, Global Travel News<br />
5. Mr. Park San Hyun, Yonhap Imagine<br />
6. Mr. Seo Da Hee, Hana Traveller<br />
7. Ms. Jung Da Woon, Hana Traveller<br />
8. Ms. Chae Eun Mi, Elle<br />
9. Ms. Park So Young, Esquire<br />
10. Ms. Lee Mi Hye, VOGUE<br />
11. Ms. Guem Da Mi, Style H<br />
12. Ms. Kim Ji Sun, Marie Claire<br />
13. Ms. Hur Yun Sun, Allure<br />
14. Ms. Kim Eun Ryoung, Luxury<br />
15. Ms. Lee Jae Youn, Noblesse<br />
16. Ms. Jung Hwa Seo, LAUM (Samsung Membership Magazine)<br />
17. Mr. Kim Myun Joong, L’officiel<br />
36
C. Technology<br />
C-1. Co-op online promotion for consumers<br />
Web & SNS Marketing with Korean Air<br />
VC Korea has been actively discussing with<br />
Korean Air teams to conduct a series of CA<br />
online events for a long-term campaign. VC<br />
Korea also negotiated with Korean Air about<br />
utilizing <strong>the</strong> airline’s online marketing tools<br />
which already has a large number of Facebook<br />
fans, Twitter followers and web members.<br />
Here is an outline of a consumer promotion that VC Korea is working on with Korean Air.<br />
Event Title: Romantic <strong>California</strong>! (Tentative)<br />
Objective<br />
Target<br />
Marketing Tools<br />
for promotion<br />
and exposures<br />
Stages of <strong>the</strong> online marketing planning<br />
Phase 1 Phase 2 Phase 3<br />
◦ Promote CA as <strong>the</strong><br />
most romantic<br />
destination<br />
◦ Couples and<br />
Honeymooners<br />
Period(tentative) Mid July<br />
Event Outline<br />
◦ Korean Air’s<br />
Travel information<br />
site for consumers<br />
travel.koreanair.com<br />
◦ Widely expose CA<br />
brand message and image<br />
◦ General Internet Users<br />
Korean Air’s SNS Tools<br />
(Facebook & Twitter)<br />
facebook.com/KoreanAir<br />
Around at <strong>the</strong> end of<br />
August<br />
◦ Increase ticket sales<br />
of CA gateways<br />
◦ Cover <strong>the</strong> winning<br />
couple’s trip story<br />
◦ General Internet<br />
Users<br />
◦ Korean Air’s official<br />
(main) website<br />
Koreanair.com<br />
September ~ October<br />
◦ The CA promotion plan will focus on various online marketing mix<br />
activities, which offer a lucky draw to win a romantic trip to CA and<br />
instant promotions such as quizzes, <strong>California</strong> giveaways, voting, and/or<br />
contests, etc through <strong>the</strong> partners’online (Korean Air’s) marketing tools.<br />
◦ Those online activities will run via Korean Air’s social media channels<br />
and website where several types of VC Korea ad banners will be shown,<br />
and linked/ redirected to VC Korea website or microsite, where <strong>the</strong> full<br />
<strong>California</strong> travel story and more information is availible.<br />
◦ For Phase 3, VC Korea and Korean Air will focus on increasing airline<br />
tickets and booking to travel to San Francisco and Los Angeles.<br />
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Co-op online event with Asiana Airlines<br />
VC Korea is working on conducting a co-op<br />
online promotion with Asiana Airlines from<br />
June 12-30. Asiana Airlines will distribute an<br />
e-DM to encourage <strong>the</strong> engagement of<br />
visitors, being embedded with VC Korea’s<br />
AD banner. For <strong>the</strong> grand prize winner,<br />
Asiana Airlines will sponsor air tickets to<br />
LAX and VC Korea will offer <strong>California</strong><br />
giveaways as o<strong>the</strong>r prizes.<br />
• Event Period: June 10-30<br />
• Event Title (tentative): Visit <strong>California</strong> for this Summer Vacation!<br />
• Grand Prize: <strong>California</strong> Travel Voucher for one couple<br />
Web & Mobile Advertising & Consumer Promotion Campaign with Marie Claire<br />
To enhance visibility of <strong>California</strong> and reinforce<br />
SNS and online marketing via popular media,<br />
VC Korea will kick off a consumer promotion to<br />
promote <strong>California</strong> travel through both online<br />
and mobile campaigns with Marie Claire.<br />
www.marieclairekorea.com<br />
Web members: 135,000<br />
Page View: 260,028<br />
Unique Visitor: 21,467<br />
Event Overview with Marie Claire<br />
Event Period: June 11st to July 10th<br />
Event Title (tentative): Visit <strong>California</strong> for this<br />
Summer Vacation!<br />
Grand Prize: two couples win a trip to<br />
<strong>California</strong><br />
Entries will participate in <strong>the</strong> event through Marie Claire website or Facebook for <strong>the</strong><br />
chance to win.<br />
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When VC Korea will offer <strong>the</strong> two winning couples, for an additional AD cost of $5,000,<br />
Marie Claire has agreed to expand online exposure of CA travel to include an online<br />
banner ad, mobile ad & mobile Apps, e-DM distribution, SNS channel exposure (online<br />
community, blog, Facebook, and Twitter) including online content development for CA<br />
travel awareness as a top of mind travel destination for online visitors and mobile app users.<br />
C-2. Microsite – Consumer Online Event Development<br />
In order to leverage <strong>the</strong> above co-op promotion with Marie Claire and Asiana Airlines, VC<br />
Korea will conduct our own consumer event in <strong>the</strong> Microsite (CA Road) during <strong>the</strong> same<br />
co-op promotion period.<br />
Event Overview<br />
Event title: Top Summer Vacation Destinations in <strong>California</strong><br />
Target: 10s~ 40s students and office workers who will spend <strong>the</strong>ir summer vacation<br />
abroad<br />
Period: June 11 ~ July 22<br />
Event Outline<br />
The event landing page will feature a list of <strong>California</strong> top summer vacation<br />
destinations with descriptions and beautiful images. The viewer can select <strong>the</strong> one <strong>the</strong>y<br />
want to spend <strong>the</strong>ir vacation at this summer, and leave a comment about who <strong>the</strong>y want<br />
to be <strong>the</strong>re with. They can also share this with <strong>the</strong>ir friends via SNS plug-in tools. The<br />
winners will be drawn and presented prizes or giveaway from VC Korea.<br />
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C-3. Newsletter & Web statistics<br />
Microsite e-Newsletter: VC Korea distributed <strong>the</strong> <strong>May</strong><br />
e-newsletter, covering <strong>the</strong> topics below:<br />
BH Lee's Hand Printing Ceremony in LA<br />
Yongho Kim story on <strong>the</strong> <strong>California</strong> Road Microsite<br />
Coming Soon, Allure Travel Book covering<br />
<strong>California</strong> special pages/in-depth travel guide.<br />
This summer, LA’s nightlife, featuring musical<br />
offerings of Greek Theatre and <strong>the</strong> Hollywood<br />
Bowl as <strong>the</strong> best concert venues, Santa Monica Pier,<br />
and <strong>the</strong> Ford Amphi<strong>the</strong>atre with dance, film,<br />
<strong>the</strong>ater and family events.<br />
Napa Valley breakfasts, introducing newly launched<br />
restaurants and innovative cuisine and menu with<br />
tasty information<br />
<strong>May</strong> 2012 website statistics<br />
Number of visits: 6,665<br />
Number of unique visitors: 5,647<br />
<strong>May</strong> 2012 microsite statistics<br />
Number of visits: 3,620<br />
Number of unique visitors: 2,955<br />
# # #<br />
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