I Like My Korea Bubbly
Wanna visit South Korea now? Apparently "nation-branding guru" Simon Anholt consulted 8000 people in 17 countries before recommending "Korea, Sparkling" as the new brand for the tourist board to attract visitors to Korea. Rather than being (as we thought) a fancy way to describe carbonated water:
"Sparkling" refers to the lively and refreshing energy of the Korean people as well as their passion that visitors can feel by traveling the country.
A new TV ad using the Sparkling concept shows everything from traditional swinging and acrobatics through to modern dance, set against backdrops varying from skyscrapers and busy highways to beautiful landscapes and even a World Cup crowd. They're even running a competition where you can watch the ad, write your impressions in under 1000 words, and win a couple of flights to Korea. We're guessing the entrant who started with "This hopeless advertisement ..." ain't gonna be the winner.
· Tourism Body Launches New Brand [Chosun]
· Korea, Sparkling [Donga.com]