May - the California Tourism Industry Website

C. Technology
C-1. Co-op online promotion for consumers
Web & SNS Marketing with Korean Air
VC Korea has been actively discussing with
Korean Air teams to conduct a series of CA
online events for a long-term campaign. VC
Korea also negotiated with Korean Air about
utilizing the airline’s online marketing tools
which already has a large number of Facebook
fans, Twitter followers and web members.
Here is an outline of a consumer promotion that VC Korea is working on with Korean Air.
Event Title: Romantic California! (Tentative)
Objective
Target
Marketing Tools
for promotion
and exposures
Stages of the online marketing planning
Phase 1 Phase 2 Phase 3
◦ Promote CA as the
most romantic
destination
◦ Couples and
Honeymooners
Period(tentative) Mid July
Event Outline
◦ Korean Air’s
Travel information
site for consumers
travel.koreanair.com
◦ Widely expose CA
brand message and image
◦ General Internet Users
Korean Air’s SNS Tools
(Facebook & Twitter)
facebook.com/KoreanAir
Around at the end of
August
◦ Increase ticket sales
of CA gateways
◦ Cover the winning
couple’s trip story
◦ General Internet
Users
◦ Korean Air’s official
(main) website
Koreanair.com
September ~ October
◦ The CA promotion plan will focus on various online marketing mix
activities, which offer a lucky draw to win a romantic trip to CA and
instant promotions such as quizzes, California giveaways, voting, and/or
contests, etc through the partners’online (Korean Air’s) marketing tools.
◦ Those online activities will run via Korean Air’s social media channels
and website where several types of VC Korea ad banners will be shown,
and linked/ redirected to VC Korea website or microsite, where the full
California travel story and more information is availible.
◦ For Phase 3, VC Korea and Korean Air will focus on increasing airline
tickets and booking to travel to San Francisco and Los Angeles.
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