THE BACKKGROUND

The Korea Tourism Organization (KTO) is a leading agency promoting South Korea as a premier travel destination. With a diverse cultural heritage, dynamic entertainment industry, and breathtaking landscapes, Korea attracts millions of tourists worldwide. However, KTO faces key challenges in maintaining sustained engagement and converting online interest into actual visits.

THE BARRIERS

To overcome these barriers, KTO requires a long-term, Always-On Content (AWO) strategy to keep its brand top-of-mind, build an engaged travel community, and turn inspiration into action.

Shifting Travel Trends

Travelers, especially younger audiences like Gen Z, seek immersive, experience-driven travel rather than traditional sightseeing.

Competitive Landscape:

Korea competes with other Asian destinations, such as Japan and Thailand, which have strong tourism marketing.

One-Way Communication:

The existing fan page content is primarily informative rather than interactive, limiting organic engagement.

Content Sourcing:

A lack of diversified user-generated content from travelers in Korea makes it difficult to showcase real, authentic experiences.

Cross-Platform Strategy:

KTO needs a more integrated content approach across social media to reach users on platforms like TikTok, Instagram, and Facebook.

CONTENT DIRECTION – THE SO YOUNG’S STORY

To create a more engaging and relatable experience, the fan page will be led by So Young, a fictional but highly interactive character who will guide users through various aspects of Korean tourism. Through her storytelling, users will discover and connect with Korea’s diverse offerings.

CONTENT EXECUTION

Through So Young’s journey, users will feel as though they are exploring Korea alongside a friend, creating a two-way interactive experience rather than just passive consumption.

K-Culture – So Young shares insights into traditional and modern Korean culture, including festivals, street fashion, and etiquette.