K-beauty is known the world over, but South Korea is more than that. Korea is an experiential extravaganza that captivates, and that’s what Hamazaki Wong set out to convey in its destination marketing campaign for Korea Tourism Organization. 

Through an integrated media and creative strategy, Korea’s rich cultural offerings were showcased. The campaign encouraged travellers to explore Seoul and beyond, – to visit hidden local gems, UNESCO World Heritage sites, authentic culinary experiences, the global influence of K-pop and K-dramas and, of course, K-beauty!

Through a storytelling approach with English and French language creative, editorial content, digital advertising, social media, influencer partnerships, and community media, the campaign successfully connected with targeted audiences across key Canadian cities. The result: transformed destination awareness was converted into meaningful travel consideration exceeding traditional engagement metrics in the travel sector. It’s truly a beautiful thing.