The “Feel the Rhythm of Korea” video by the Korea Tourism Organization has won a Tourism Innovation Award in the digital campaign section.
The awards are given to institutions and tourism companies around the world that apply innovative business models or technologies in the tourism sector.
The award was given during the Tourism Innovation Summit that took place November 25-27 in Seville, Spain. This is a new international summit that opened this year.
“Feel the Rhythm of Korea” was selected as the best example of viral marketing for its unique approach and engagement.
It is a series of two-minute clips, introducing major cities here that are frequented by overseas tourists. Three videos, each about Seoul, Busan, and Jeonju were released on the KTO’s YouTube channel “Imagine Your Korea” on July 30, and thanks to their popularity, videos about Andong, Gangneung, and Mokpo were added. They have garnered more than 300 million views.
The Tourism Innovation Awards 2020 had five categories: customer experience, innovation in AI and data analytics, digital campaign, sustainable tourism project, and new business model.
Regarding the award, KTO’s Director of the International Cooperation Team, Jang You Hyun, revealed the videos received high praise for their unique idea on how to bring Korean culture closer to viewers who cannot travel due to the coronavirus disease (COVID-19).
The videos are popular at home and abroad for their unique style, fusing traditional Korean music by alternative pop band Leenalchi and performances by contemporary dance group Ambiguous Dance Company.
The “Feel the Rhythm of Korea” video by the Korea Tourism Organization has won a Tourism Innovation Award in the digital campaign section.
