The advertising will launch on Monday 16th July ahead of the Opening Ceremony of the Games and run until the Closing Ceremony on 12th August.
“The London Olympics is a unique opportunity to raise the profile of our destination, with the ‘eyes of the world’ on London. Korea is a destination whose popularity is on the rise, not only as a travel destination, but in terms of popular culture from K-Pop to technology, film to taekwondo, cuisine to art; our creative campaign message reflects those elements. The Piccadilly Lite screen will provide an amazing platform to get people thinking about our destination and fully utilize the exposure that the Olympic party will herald.” Mr. Hongki Kim, Director – Korea Tourism Organisation.
Out of Home International are behind the media planning and buying of the digital advertising space in order to promote increased tourism to Korea. The Korea Tourism Organization, will use Piccadilly Lite, a world famous icon in London’s West End, to promote tourism to Korea targeting the mass international audience visiting London during the 2012 Olympic Games.
The creative work for the campaign was designed by The Korea Tourism Organisation’s internal agency and features key messages with motion graphics from the ‘Buzz Korea’ campaign including “Recharge your energy”, “Rock to the rhythm” and “VISIT KOREA!”. The digital screen will display the ‘Buzz Korea’ message in 30 second spots over a four week period.
The Outdoor Advertising supports an integrated marketing and PR campaign from the Korea Tourism Organisation including the ‘Touch Korea’ live tour and the new Buzz Korea website.