KOREA PRESENTATION
PRESENTED BY HAWAI‘I TOURISM KOREA
2017 KOREA PROGRAM HIGHLIGHTS
KONA Campaign – Offline Promotion
• Hyundai Motors launched new SUV vehicle ‘KONA’
• <Aloha KONA Christmas> promotion in 850 HM branches
• PR value: 2.2M
• HM KONA sales: 10% Up (during promotion period)
KONA Campaign – Trade Promotion
• <Stay Overnight in KONA> – Travel agents sales promotion
• HM sponsored discounted price of KONA
• KONA as top reward
• Incremental arrivals: 6,000 pax
KONA Promotion – Social Media Promotion
• <Enjoy Your KONA>, Destination video production
• Filmed with LG V30, new device
• Total Reach: 1.5M
Taeyang & Hyorin K Pop Star Promotion
• Wedding promotion with celebrity couple
Taeyang, Lead vocal of Big Bang
Hyorin, Korean top actress
• Produced Hawai‘i wedding photo book & video
• Total PR value: $900,000
Taeyang & Hyorin K Pop Star Promotion
Movie Promotion with Jumanji
Movie Premier With SONY PICTURES
2,000 invitees & 1,500 social posts
Online Promotion With Hawaiian Airlines
50,000 reach
KOREA MARKET UPDATE
Korea Country Outlook
Strong Economy
• 2.9% ~ 3% Outlook • KOSPI breaks 3,000
points
S. Korea - US Relations
• The US government’s trade pressure to South Korea
Political Stability
• President Moon’s approval rates - 67% in Feb 2017
Korea Travel Industry Update
ICN New Terminal Post Winter Olympics DL – KE Joint Venture
• Created a combined network serving more than 290 destinations
• Capacity to handle 72 million passengers and 5 million tons of cargo
• Winter Sports in popularity
• European countries' active marketing
Korean Outbound Trips
0
5
10
15
20
25
(M)
2012 2013 2014 2015 2016 2017
2017 Total Outbound trips 26 million (18% ↑)
Average growth % since 1988 12%
Average YOY growth by 2020 8.3%
2018 National Holidays 68 days
Chuseok Holiday Travel Surge 62% ↑
New Government’s vacation policy, to burn off annual leaves, for better welfare
Korean Arrival Forecast & Expenditure
180,000
190,000
200,000
210,000
220,000
230,000
240,000
250,000
260,000
270,000
2015 2016 2017 2018
Arrival
32.8%
0.5%
193,658 257,189 258,398 264,698
Year Spending
($ Millions)
2015 395.4
2016 585.3
2017p 525.3
Visitor Spending
2018p
2018 ICN-HNL Airlift
2018 Total 490,941 seats
7,800 additional seat supplies in
2018 (YoY +1.6%)
Full service carries' LF over 80%
23,650 new seats added by OZ
KE, OZ – Daily Flights
HA, LJ – 5 Flights / Week
2018 UPCOMING PROGRAMS
2018 New Niche Markets
• Adventure: Hiking, surfing, diving, exploring
• Shopping: Luxury goods to craft products Singles
• History/Culture: heritage and a culture
• World class English Education EduTourism
• Golf: Year-round play
• Cuisine: Authentic food and local cuisine Mature
BUSAN Market Activation – Trade Promotion
• Collaborate with airline and travel agency in Busan
• Encourage Busan arrivals to Hawai‘i
• Target arrivals: 11,500 pax
HNL
NRT
KOA
PUS
ICN
30%
YoY Growth
BUSAN Market Activation – Consumer Campaign
Hawai‘i Settings Online Promotion
Offline Event
• Hold <Hawai‘i Lifestyle Month> in collaboration with a luxury department store, Hyundai
• Target high end market in Busan through online and offline events
TASTE of Hawai‘i
Hawai‘i FIT Development with SKT
• SKT Members: 29M
• Industry Collaboration
• Exclusive Hawai'i Page Development
• Hawai'i Lounge in Waikiki
• Target Arrivals: 8,000 pax
Hawai'i CARD
Mother & Daughter Campaign
• Hawai‘i as family destination where mother & daughter will travel together
• Offline Photo contest, online promotion and media coverage
• Total PR value: 1.3M
Hawai‘i Brand Ambassadors
Culinary
Raymon Kim
- Celebrity Chef
SOLO
Son Mi Na
– Celebrity Writer
OUTDOOR
Kim Eun Ji
– Fitness Trainer
• Appoint ‘micro-celebrities’ as Hawai'i ambassador for Korean market.
ROMANCE
Kwak Jung Eun
– Celebrity Columnist
#AlohaEverywhere Aloha Report by Newscaster
UPCOMING OPPORTUNITIES
Hana Tour International Travel Show (Jun 7 – 10)
SAVE THE DATE! 2018 Aloha Media Day
Date : June 11, 2018 (1) Media Forum
• Media Landscape Updates • Networking Lunch
(2)Aloha Night Reception • Hula Performance • Cultural activities • Dinner Reception
Application form will be sent to partners by March 31st.
Mode Tour International Travel Show (Aug 30 – Sept 2)
KAM SA HAM NI DA!