2022 | Lash Creative
Korea My Way
Role: Account Manager
A marketing plan to increase the interest in travel to Korea. A creative execution of a competition to win a trip to Korea.
Designer: Esther Kim
Client: Korea Tourism Organization Sydney
The Brief
Korea Tourism Organization (KTO) Sydney aims to build interest in travel to Korea. Previously, they had experienced stagnated entry numbers in their competitions due to the fact that they were mainly in-person events. A creative digital marketing plan was required to increase awareness and entries.
My Role
Working with the client, we learnt that their main goals were to engage the audience with a creative competition entry method and to increase awareness of activities you can do in Korea based on the three pillars: food, culture and adventure.
Engaging in Workshop
I worked with the client to create the basic wireframe which would serve as the basis for the design and development. During the workshop, I actively provided suggestions for the assets and media which will increase exposure of the landing page and boost entry numbers.
Manage Production and Deployment
Worked closely with the client, design team and development team for the entire process: design, build, testing, deployment of eDMs and social ads.
The Results
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Users could select their travel personalities and select activities they want to do in Korea, these are different per personality. On the completion page, users are directed to articles and Klook activities for information.
The campaign attracted 18,547 with 11,693 engaged. There were 5,535 entries.