Korean Job Discussion Forums

widespread123 · Joined: 12 Jun 2007

I am an avid Discovery Channel viewer and the latest Korean tourism video needs to be mentioned. It makes me cringe everytime that it comes on (which is a lot.) If you haven't seen the commercial it features "Lisa", a Korean with sub-par English skills. She is promoting Lotte World and is wearing the famous Mickey Mouse ears. Now.....

-- Why would Korea try and promote Lotte World of all places? Everyone has an amusement park in their country and it doesn't look much different than the Disney parks. Why not just go to Disney World if you are going to travel abroad? I just don't see why they would want to market this. There are so many more beautiful and interesting things to see in Korea and around Seoul (Ok, no there aren't). I guess it was just "Lisa's story" but a strange commerical to run.

--Also, her pronunciation and grammar are horrible. I mean, in real-life it's fine but this is a commercial aimed at a worldwide English-speaking audience. You can't say "Parties is everywhere" and call the Viking Ride, "The Wiking". Isn't there one single Korean who could have pointed this out before airing it all over the world? I guess they didn't want to upset their wanjangnim which turned out to be a national embarrassment. Its especially embarrassing when the Malaysia, Singapore and India commercials follow it with beautiful pictures of coral reefs, sunsets, exotic jungles, beautiful women, swanky bars and majestic temples, all overdubbed with perfect English.

Well, at least "parties is everywhere" in Korea

Laughing

funkywinkerbeans · Joined: 17 Feb 2006 Location: seoul

I have to agree as the commercial is unbelievable. Her English pronunciation is horrendous. I thought the actress was Chinese as most English speaking Koreans speak with better pronunciation. I assumed the commercial was based on a Chinese visitor touring around Seoul and commenting on the sights. Who in their right mind would go to Lotte World?

I can't see people rushing to the airport to buy a ticket to Seoul after watching the commercial!

blaseblasphemener · Posted: Tue May 06, 2008 7:09 am Post subject:

You get Discovery? We had the plug pulled on Discovery here in Daejeon about 2 months ago.

Benicio · Posted: Tue May 06, 2008 7:27 am Post subject:

Well, the problem continues:

the people in charge of these tourism boosting programs are just clueless.
They have absolutely no idea how to properly promote Korea as an attractive destination to other countries.
Many times they just show what Koreans like because they have no idea that maybe people in other countries wouldn't necessarily enjoy that- Lotte World, for example.
As the OP stated, 99% of tourists visiting Korea wouldn't have any interest in Lotte World, but these clowns have no idea because their heads are stuck in a place where, well they need a proctologist to locate them.
If any of their underlings find their ideas and promotions to be poor or lacking, they dare not speak up because it would just mean trouble for them. They just have to toe(tow?) the line if they want to keep their jobs.

Tourism promotions here continue the same way they have been for a long time:
-First, most important, and many times the only endeavour is to choose a slogan. They really think the "right" slogan and maybe mascot will truly boost tourism, but we foreign residents usually find the results laughable.
-Second, make what they think are "cool" commercials for CNN, Discovery, etc.
-Third, sit back and wait for the flood of tourists.

As for actually working on infrastructure and making this a place where tourists would really want to visit, they don't have anything to do with that.
Over the years, some things and areas have changed for the better. However, these changes are usually completely unrelated to these tourism boosting programs.
Sadly, what really kicks them into gear are the hosting of international events- World Cup, Asian Games, etc.- that seems to be the kind of "forced tourism" that Korea is really going for.
I don't see things changing any time soon.

PRagic · Joined: 24 Feb 2006

Korean marketing is still by-and-large made by 50 year old Korean men for 50 year old Korean men.

As an exercise, I had one of my classes create tourism marketing themes for Korea targeting several different countries based on some simple cross-cultural comparisons (e.g. Hofstedde/Trompenaars). After some initial discussion on some differences in perceptions based on age, gender, and the like, it was amazing what some of them came up with.

If Korea has outsourced any of its tourism marketing efforts, the company needs to be axed. If they are doing it in-house, then need to hire some consultants, and fast.

DaffyD73 · Joined: 28 Nov 2007 Location: Planet Earth on the left

Wow - i come into work today and see this post and bang brings me back to last night and the "what did she say" feeling i have had since seeing the ad.

I too am a big discovery watcher - and can i pose this question.

Are you sure she says "Parties" - I after many listenings feel like she says "hotness is everywhere"

I also feel her closing "Later" is strange somehow perhaps problem with stress ( sounds more like a snotty "whatever" sound ).

Still it is a TVC and it's the Ad guys and Director who film it and therefore give the script and direction - so we can not really blame "Lisa"

But back to the main point

Is it Hotness or Parties??????

GoldMember · Joined: 24 Oct 2006

If you are going to market a product, you need to promote it's features and benefits.

Overheard at the ACME Marketing, Let's Market Korea Brainstorming meeting.

Ok people give me a list of exciting, and wonderful things about Korea.
..
..
..
..
..
C'mon someone, anyone, there has to be SOMETHING good about the place we can promote.

jetrash · Joined: 02 Jun 2007 Location: the united steaks

( ........... the sound of wind whistling thu empty space )

maeil · Joined: 09 Jan 2006 Location: Haebangchon

Bibbitybop · Joined: 22 Feb 2006 Location: Seoul

I want them to do an ad for how easy is it for foreigners, especially first time visitors and tourist, to get around Seoul.

It would involve a middle-class family of four from _______ (insert Western nation here) with the father screaming at the Internet and phone trying to make train and bus reservations and the wife and kids sobbing in frustration trying to talk to ajossi taxi drivers who don't understand "City Hall."

jetrash · Joined: 02 Jun 2007 Location: the united steaks

"Hey guys,come to korea, there are" hot things" waiting for you everywhere"

its a wrap.

ED209 · Joined: 17 Oct 2006

Cerriowen · Joined: 03 Jun 2006 Location: Pocheon

Sarak Mt is beautiful for hiking.
There are a few nice hot-springs around... granted they are nude and segregated.
There's the Free Hugs in Myundong.
Kids here shout "HI" at anyone who looks foreign.
You can experience an alternative to western linear logic.
You can eat an amazing array of the same base foods prepared 1000 slightly different ways, with many exciting names.

My parents were talking for a while about coming here to visit... but they decided they'd rather meet me in Japan or Thailand Smile

ceesgetdegrees · Joined: 12 Jul 2007

DRAMA OVERKILL · Joined: 12 Apr 2005

Of all the places to go, who the hell in their right mind would choose to vacation in Seoul (or anywhere else in Korea for that matter)? It seems Korea can't hardly tolerate it's foreign population now (which includes many who are quite familiar with Korean language and culture). This place has a looong way to go before it's ready for mass tourism. Mindset needs to change. "Hi Sparkling Hub of Asia" my ass. Slogans aren't enough dammit!!!