'Travel to Korea Begins Again" Summer Digital Campaign
Art directed and designed digital assets and landing page for the Korean Tourism Organization's summer campaign, letting people know that South Korea was open to tourism again by targeting 5 specific interest categories: entertainment, cuisine, beauty, nature, and history. Using data-integrated banner ads and an AI-driven microsite, we were able to target people actively looking up things related to Korean culture, and tailor the webpage to the most optimal experience.
Role
Web Design
Digital Design
Team
CD: Philip Byrne, Carmen Soubriet
Designer: Blathanid Conroy, Niamh Murphy
Video Editor: Gabriel Caste
Web
A modular microsite that featured original content related to different aspects of Korean culture, like cuisine, history, fashion, music, and more. The content on this microsite rotates with every visit, the AI gathers information on which content is most interesting to users, and then optimizes the microsite to the most successful combination of content, with the intention of increasing time spent on the site and ultimately driving users to book trips to Korea.
View site here.
Social
Bold, imagery based social ads placed across Instagram, Facebook, Twitter, and TikTok, leading to the microsite page corresponding to the category of ad served.
Digital Banners
Banner ads created for each of the five categories, served on webpages that best matched the category in question. (Seen here, a Rolling Stone article about a K-pop artist serving ads from the entertainment category)
Video
Worked with an independent contractor to create 15 and 30 second videos per category to be shown on social and as pre-roll on video streaming platforms.
Shown are videos for fashion/beauty and nature categories