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Australia goes ‘On-Air’ in a major new campaign in South Korea

3 September 2015

Australia will feature exclusively in Korean Air’s brand campaign ‘On-Air’ supported by a multifaceted promotion led by Tourism Australia. The campaign will target a growth of 20 per cent in bookings from South Korea in the lead up to Christmas.

The Korean Air activity will feature eight TV commercials covering different Australian states and territories, print advertising, online promotion including an Australia microsite, out-of-home media as well as Korean Air in-flight entertainment.

“Korean Air campaigns have a legacy of galvanising the country’s tourism industry to back their chosen destination,” said Scott Walker, Tourism Australia's Country Manager for South Korea.

“This is the largest partnership Tourism Australia has ever run in South Korea and we’re looking forward to a campaign that is not only record breaking in scope and nature, but truly trail blazing in partnership marketing.”

Following a two week teaser period, the campaign will go live in South Korea this week showcasing the diversity of Australian holiday experiences including food and wine, nature and wildlife, aquatic and coastal as well as action and adventure.

Korean Air’s campaign is supported by significant additional Tourism Australia activity through social and mobile channels to engage travellers and drive conversion through a record number of distribution partners.

Tourism Australia will target travellers through social and digital messages, eDM and emails that direct travellers to an ‘On-Air’ page on Australia.com, Korean Air’s microsite as well as Facebook promotions that encourage travellers to like and share content through their social networks.

Visitors to Australia.com will be offered the latest ‘On-Air’ travel deal and the ability to book through 10 partners including Hanatour, Interpark, HanJin, Lotte JTB, Lottetour, Modetour, Segyero, Naeil Tour, Webtour, Nstyle Tour.

To ensure there are plenty of inspiring holiday stories online for Korean travellers, earlier this year Tourism Australia teamed up with South Korea’s top internet portal, Naver, to run a travel competition on the site’s popular social media platform, Post.

The Naver Post competition, which ran from July to September, encouraged users to generate travel stories about Australia with a chance for top influencers to travel to Australia and create new content in line with the campaign’s themes.

As the content grows on Naver Post so too does the audience with unique visitors currently 5.4 million per month. To extend the reach content from the competition will be selected and spread by mobile platforms such as Moncast, Piki and University Tomorrow.

The consumer campaign will be supported by trade and media promotion through famils and events to inspire new itineraries and product options for the Korean market.

Korean Air, Virgin Australia, Tourism & Events Queensland, Tourism Northern Territory and Tourism Australia will deliver an ‘On-Air’ famil and Tourism Australia and Korean Air will also run a number of trade, consumer and media events.

Popular TV shows are also being targeted including ‘Where is my friend’s house’ which will run episodes highlighting Australia’s friendly way of life showcasing action and adventure holidays.

South Korea is Australia’s ninth largest inbound market for visitor arrivals, seventh largest market for total visitor expenditure and sixth for visitor nights.

South Korean visitor arrivals to Australia increased 8 per cent to 215,200 for the year ending July 2015 compared to the same period last year.

Find out more about the South Korean market.