Korea Tourism Organization Takes Center Stage in Orchard with NewJeans as Ambassadors

This September 2024, South Korea’s tourism promotion is shining bright in one of Singapore’s most popular locations—Orchard Road. As part of the Korea Tourism Organization (KTO) campaign, the iconic The Heeren LED screen is displaying vibrant visuals of South Korea, featuring the K-pop girl group NewJeans, who have been appointed as honorary ambassadors to promote South Korean tourism. This dynamic promotion is aimed at encouraging both locals and tourists in Singapore to visit South Korea and explore its unique culture, food, and attractions.

NewJeans: The New Face of South Korean Tourism

On July 11, 2024, the five-member K-pop group NewJeans was officially appointed as honorary tourism ambassadors for South Korea. With their youthful energy and growing popularity, NewJeans is the perfect choice to attract global tourists, especially the younger generation of K-pop fans, to visit South Korea.

As part of their ambassadorial role, NewJeans stars in two promotional videos, now available on the KTO YouTube channel, Imagine Your Korea. These videos focus on authentic Korean cuisine and the day-to-day experiences that Koreans cherish. The commercials offer a personal touch, with the group members sharing their favorite recommendations for visitors, such as eating gimbap dipped in tteokbokki sauce and embracing the “unspoken rule” among young Koreans to take a photo a day to capture daily memories.

The blend of food and lifestyle depicted by NewJeans is designed to give potential visitors a glimpse into the heart of Korean culture, making the campaign both engaging and relatable.

The Power of Hallyu (Korean Wave) in Tourism

South Korea’s tourism industry is currently experiencing a strong recovery, with visitor numbers reaching approximately 90% of pre-pandemic levels. A significant factor in this resurgence is the influence of Hallyu (the Korean Wave), which refers to the global popularity of K-pop, K-dramas, and Korean culture. According to recent data, one-third of international visitors cite their interest in K-pop or K-drama as a key motivation for traveling to South Korea.

NewJeans member Minji expressed her excitement about the group’s new role, stating, “We are very happy to be appointed as an ambassador to promote South Korean tourism today. It will be a great joy for us to showcase our country’s charms to people all over the world.” With their international fanbase, NewJeans is well-positioned to draw even more visitors to South Korea in the coming months.

Culture minister Yu In-chon also highlighted the potential impact of the campaign, expressing optimism that with NewJeans as ambassadors, South Korea can expect an even greater influx of tourists from all over the world.

How OOH Advertising Boosts Tourism

Out-of-Home (OOH) advertising plays a crucial role in South Korea’s tourism promotion strategy, especially with the massive LED screen at The Heeren in Orchard Road. Here’s how OOH boosts tourism:

  • Engaging a Mass Audience: The Heeren is located in one of Singapore’s busiest shopping districts, ensuring the campaign reaches a broad and diverse audience. This high visibility is key to capturing the attention of locals, tourists, and passersby.
  • 24/7 Exposure: OOH ads like the one at The Heeren are constantly visible, day and night, ensuring continuous exposure. Whether it’s rush hour or a quiet afternoon, the promotion of South Korea through NewJeans is always on display, creating repeated impressions that stick in viewers’ minds.
  • Inspiring Travel Decisions: OOH ads in prominent spots can inspire spontaneous travel decisions. The vibrant images of South Korea’s landscapes, cultural landmarks, and food shown on The Heeren’s LED screen are bound to entice viewers to imagine their next vacation destination.
  • Building Brand Recognition: Frequent exposure to NewJeans as the face of South Korea’s tourism helps build a strong association between K-pop and Korean culture. This connection makes the country more appealing and familiar to potential tourists.

The strategic use of OOH advertising in Orchard Road demonstrates how powerful large-scale visuals can be in influencing travelers’ decisions, especially when combined with the immense global appeal of K-pop stars like NewJeans.

Promoting South Korea in Singapore: Orchard Road’s Role

Choosing Orchard Road’s The Heeren for the campaign is no coincidence. Orchard Road is Singapore’s premier shopping and entertainment district, with heavy foot traffic and a diverse mix of locals and international visitors. The LED screen at The Heeren is one of the most prominent advertising spaces in the area, making it the perfect location to promote South Korean tourism.

By showcasing NewJeans and South Korea’s beauty on such a large platform, the KTO is tapping into the high visibility and influence of both K-pop culture and Orchard Road’s status as a hotspot for shoppers and tourists. This cultural bridge between Singapore and Korea is further strengthened through the shared love of music, food, and travel.

The Korea Tourism Organization’s campaign in Orchard Road with NewJeans as ambassadors is a powerful example of how K-pop and OOH advertising can effectively boost tourism. With South Korea’s tourism industry bouncing back, this campaign is perfectly timed to encourage even more international visitors to explore the country’s unique blend of tradition, culture, and modern attractions.

So next time you’re in Orchard Road, take a moment to look up at The Heeren LED screen and let NewJeans inspire your next adventure to South Korea!

For a cohesive and omnipresent brand experience, couple your brand activation plans with billboard advertising along Orchard Road! Allow shoppers to be constantly surrounded by your brand message whenever they go for maximum exposure to amplify brand awareness. 

Excited to jump into your brand’s own Christmas OOH Advertising Singapore Plans? Contact The Perfect Media for a professional consultation on how to execute your own Activation Event or book a slot at the Orchard Heeren 3D- Enabled LED screen for Maximum Brand Exposure this holiday season! 

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