Seoul Tourism Foundation launches global campaign starting Monday; prizes include Son Heung-min signed jersey
The Seoul Tourism Foundation has launched a global marketing push aimed at drawing 30 million international tourists to the city, leveraging sports fandom.
The foundation will release a Seoul brand campaign video featuring football star Son Heung-min and players from Major League Soccer club Los Angeles FC (LAFC) at 2 p.m. Monday through its official Visit Seoul YouTube channel and social media accounts simultaneously worldwide. The campaign was designed to combine global sports fandom with growing interest in K-culture to highlight Seoul's appeal to potential tourists around the world.
The campaign consists of two videos. Alongside Son — an icon of South Korean football — the clips feature LAFC players Denis Bouanga, Eduard Delgado and Nathan Ordaz.
The first video, a "Seoul Brand Film" released at 2 p.m. Monday, uses a mock media interview format with a twist to capture the city's charms. The second video, set for release Tuesday, centers on the "convenience store raid" concept that has become a popular Seoul travel activity among foreign visitors, featuring a mukbang — an eating show — episode in which LAFC players try popular K-snacks and react on camera.
Alongside the campaign launch, the foundation is running an online event to drive participation from fans around the world. Winners will receive prizes including VIP tickets to an LAFC home match, airline credits and a jersey personally signed by Son. Details will be announced in stages through the Visit Seoul YouTube channel and official social media accounts.
"Following our Seoul tourism promotional booth at the LAFC stadium in April, we are now reaching football fans worldwide through a campaign video made with the club's players," said Gil Gi-yeon, chief executive of the Seoul Tourism Foundation. "We will actively pursue tailored global marketing that taps into sports fandom to accelerate our drive toward 30 million international tourists."
terry@heraldcorp.com
