Unlock Korea With A Word an-nyeong-ha-se-yo
Our campaign aims to engage Australian audiences with Korean culture and inspire them to consider Korea as their next travel destination. By capturing a larger share of Australians travelling to Asia, we position Korea as a must-visit destination through its unique blend of rich cultural heritage and modern attractions.
KOREA TOURISM ORGANIZATION
The idea highlights how Korea offers authentic, effortless experiences, inviting travellers to unlock an entire world of discovery with just one word “annyeonghaseyo.”
The campaign centres around four key themes — Culture, Food, Nature, and Nightlife and features Australian-based Korean influencers who engage their audiences through interactive content. Influencers embed a “magic keyword” in their posts, encouraging followers to visit the Unlock Korea microsite and reveal exclusive surprises and offers.
Unlock Korea: One Word to a World of Discovery
Designed to inspire spring travel, the microsite design embraces a fresh, seasonal visual language.
The overall colour palette is drawn from spring soft pastels and light, airy tones creating a clean, elegant interface that feels welcoming and effortless.
The web banners rotate across four core themes — Culture, Food, Nature, and Nightlife giving users a glimpse of Korea’s diverse experiences while maintaining a cohesive visual system.
As users scroll through the site, subtle falling cherry blossom animations appear, reinforcing the spring concept and adding a sense of movement and immersion.
At the hero banner lock-up, users are invited to interact through a voice activation icon. By saying “annyeonghaseyo”, users can unlock exclusive offer packages. Pronunciation accuracy triggers the reward, and users are free to retry, turning language learning into a playful micro-interaction.
This interactive moment not only enhances engagement but also seamlessly reinforces the campaign’s core idea unlocking Korea through a single word.
