THE GOAL

Korea Tourism Organization (KTO) held an annual Korea Festival in Jakarta set to dazzle Jakartans with culture and K-Pop performances. The festival would feature not only  cultural shows, but also free performances from renowned artists, including a show of drawing from The Painters: Hero and K-Pop dance show from Sachoom. KTO engaged with advo to build awareness and attract Indonesian about Korean culture and Korea as a tourism destination.

OUR PLAN

Much of advo’ efforts were focused on positioning Korea Festival as the leading culture event which blend with modern style and unique performances. This was done through media engagement to mainstream and industry targeted media, coupled with a bespoke content campaign, started with pre-kick off interview and opening ceremony by inviting Indonesian TV station and K-Pop lovers at the event

THE OUTCOME

Over the course of a couple of weeks, advo has secured coverage across TV station including NET TV (almost 10 minutes), Trans TV, Metro TV, TV One, MNC TV, Indosiar and SCTV, and gave KTO more than USD 10 million in PR value