Mosaic Poster | Seoul Global Campaign
September 8, 2009
Not too long ago I mentioned that I’d be posting some new promotional ideas our company has been working on. Below is one of two new posters for the revamped Seoul global campaign. I’ll post the second when it’s completed.
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Noted.
I think they should just print a huge photo of a pissed-off ajosshi and a mean barrel-chested ajumma, with the caption below reading: “Seoul — Tough enough for Your Punk-Ass.”
Nifty. Good find, Todd. Pretty clever campaign.
As for the main picture, you’re right about that one. It should be a little larger.
I think the main picture should be at least doubled in size.
Greg… check out the very clever food flag campaign out of Sydney Australia.
http://news.naver.com/main/read.nhn?mode=LSD&mid=pho&sid1=103&oid=081&aid=0002035432
Very, very effective.
First of all, I really do quite like the overall image. However, this would be more successful as a secondary ad campaign poster. The second copy (Seoul a place of infinite diversity) and the images don’t really create a strong connection (however, the first copy “Infinately yours” does). Also, if you are going to go with an image of a bustling city at night – look at the advertisments which highlight New York’s skyline, Singapore’s night-time views, and so on; a slighty hazy image of a bridge and an unclear metropolis (who knows what N. Seoul Tower looks like?) is perhaps not the best way to describe Seoul/Korea. People relate to people more often than they do to architecture in ads. If your theme is “bustling city life” then show the people in those situations: shopping in MyeongDong (asian tourists looking for a nice weekend shopping trip), a tourist looking at a historical site/temple (Namdeamun would have been perfect, but even Dongdaemun – the gate) surrounded by traffic whizzing past (western tourists looking for a mix of old and new, a discovery of Korea’s treasures). These may seem too stereotypical and cliched, but as you stated Seoul’s advertising and branding is in its infancy, so we need to create immediate associations with images like these. Trying to present newer/more interesting images are all well and good when Seoul has branded itself as a tourist destination. I tell my university advertising class the same thing.
GK, I agree. Ten fold. People are really what make Seoul the city it is. In so many ways. There was a lot of effort made in to making that bridge, the one that stretches across the Han River from Banpo Park, more attractive so I assume that’s why it got the royal treatment in this poster. Nonetheless, I did mention a few times, particularly when the promotional commercial was being made, to include the warmth and genuine nature of people living here. It’s even one of the main reasons behind the slogan ‘Infinitely yours, Seoul’.
…Yup, I’m in the wrong business.
Good point about the picture of the bridge. Where are the people?
If you really want to express diversity, have a picture that represents the diversity of people who live in Seoul, young and old, Korean and foreign… Even better if the people picked are some who have actually contributed to making Seoul a better place, like migrant workers who became human rights activists, that kid who saved someone in the subway, etc. (so, please, no picture of soccer fans with a young blond blue-eyed Russian model playing the role of the token white guy). It would give a certain depth to the ad that wouldn’t go unnoticed. You could have some of the people figured in the poster appear in TV ads, introducing their favorite parts of Seoul (again, diversity).
I think the word “diversity” is misplaced or at least too ambiguous (my first thought was, “Whaaat?”) … as other comments have mentioned, being specific and targeting the message is better.
It’s got legs. I can picture a series of these with different things featured in the main photo. But I think I would have put something more compelling in the highlighted snapshot — some little snippet of life that hints at something more and that really delivers on the concept of diversity. I’m not getting on a plane to see that bridge
All very good points, Brett. Thing is, it’s a slow building process. At the moment, Korea’s branding strategies are in a tailspin. But there’s some good to come of that. The more organizers behind such tourism campaigns become aware of the country’s strengths and weaknesses (that is, what works and what doesn’t), the more they will align and refine future methods of promoting Korea.
Who is the potential customer ? Why would they be attracted to Korea / Seoul.
What are they going to do / see in Korea / Seoul ?
Is there an infrastructure to support tourism ?
Is English widely spoken / understood ?
Tourists need information, a reason for coming, where is that ?
A poster doesn’t give information.
I’m thinking you probably have seen the current tv commercials ? Why is turning on lights on a bridge ( they nothing of, or where it is ) going to attract tourists ?
Put out something on temple stays, historical Korea.
The problem appears to be, that tourism offices know nothing about selling to a foreign audience. Watch a commercial for Thailand or Singapore, or Malaysia – that’s what selling is all about.
What is the poster trying to say ? it does not give me reason to want to come to Korea. Remember you have to SELL Korea. Give them a real good reason to not go to Thailand, Malaysia, Japan.
Korea has a major hurdle to overcome with some of the great TV coverage they have received over the past few years. Coverage of riots, protests does not say come to our country.
I love it! There is so much potential in this – I believe one of the best things about Seoul is the sheer diversity of sights and activities. Great stuff!
(seen through Marmot’s)