Australians Invited to Unlock Korea with Just One Word: “Annyeonghaseyo” in Korea Tourism Organization’s new campaign via REBORN

South Korea is a hidden gem in Asia, currently attracting only 0.3% of Australians visiting the region. While Aussie travellers are super familiar with Asia, and perhaps in some parts—too familiar—with popular destinations, Korea remains an unexplored treasure waiting to be discovered. Aiming to change this, the Korea Tourism Organization (KTO) has partnered with Sydney-based creative & media agency REBORN to launch an innovative seven-week campaign that invites Australians to unlock the wonders of Korea with just one word: “Annyeonghaseyo.”

We know that Australian travellers seek culturally immersive Asian experiences, and Korea offers just that. By learning a friendly greeting in their language, travellers will find that Korea and Koreans welcome them with open arms. Hence, the key to all Korea has to offer is simply being able to say “hello.”

Utilising voice recognition technology, the tourism campaign engages participants in an interactive competition. By simply saying “Annyeonghaseyo”—the Korean word for “hello”—Australians can earn ten entries into a draw to win one of two grand prize trips for two to South Korea, along with additional runner-up prizes. Exclusive deals and discounts from partners like Korean Air, Singapore Airlines, TripADeal, and more provide even more reasons to explore Korea.

“Our goal is to show Australians that with just a little effort, Korea will reward them with experiences beyond their wildest imagination,” said Hyeongjoon Kim, Director of KTO Sydney. “By saying ‘Annyeonghaseyo,’ travellers embark on a journey into a unique, authentic and previously undiscovered destination.”

Through a series of fast-paced 6 and 15-second ads, the campaign showcases the vibrant experiences awaiting travellers in Korea. From the bustling food markets of Seoul, K-pop culture, to the ancient temples of Gyeongju, and the breathtaking autumn foliage that paints the countryside in rich hues, the videos show how Korea blends modernity and tradition in a captivating way for the Australian traveller.

David Easton, CEO of REBORN, added, “We wanted to create a campaign that encourages Australians to step outside their comfort zone. By learning and saying a simple Korean greeting, we’re making the first step towards exploring Korea both fun and rewarding. This small act symbolises the beginning of an unforgettable adventure.”

REBORN provided full-service support for the campaign, handling strategy, creative development, and media across BVOD, DOOH, podcasts, programmatic advertising, social media, and influencers.

Australians are encouraged to visit UnlockKorea.com.au to participate in the competition, access exclusive offers, and discover what Korea has to offer.