Company Background
Korea Tourism Organization (Singapore), or KTO Singapore, is the national tourism agency for Korea in Singapore. It works with thousands of local and overseas organizations to market Korea to Singaporeans. Through Korea Plaza, a tourist information centre, visitors can get up-to-date and accurate information on Korean tourism. Visitors can also attend numerous workshops held by KTO Singapore and its partners.
Objective
In December 2010, KTO Singapore decided to set up the official Korea Tourism Organization (Singapore) Page (http://www.facebook.com/Koreatourismorganizationsingaporeoffice) on Facebook to raise brand awareness and attract potential visitors to Korea.
KTO Singapore took advantage of this direct communication platform to deliver news, updates on tourist attractions, Korean entertainment news and Korea Plaza related content to its fans.
Approach
Utilizing a series of Marketplace Ads, which drove to the Korea Tourism Organization (Singapore) Page, KTO sought to gain maximum awareness and encourage users to engage. The Korea Tourism Organization (Singapore) Page became the destination for all of KTO Singapore’s marketing efforts and the community hub for those interested in Korean tourism.
To create a talking point and incentive for users, KTO Singapore deployed two campaigns over the course of four months. The first campaign, launched in January, was a “HARU: An Unforgettable Day in Korea” quiz. Users simply had to watch a video on the Page and answer a simple question related to Korean celebrities to qualify for a lucky draw.
The second campaign, launched in March, was the “K-pop Singing & Dance Contest”. There are two categories in the contest: Singing and Dance. Fans can also choose to participate as a group or on their own.
Results
KTO Singapore successfully created a community of Fans who were interested in Korean tourism. Through the 360° approach of a comprehensive strategy, Marketplace ads and engagement through applications, KTO Singapore saw the number of Likes increase from 0 to 7,644 after the first campaign. More than 900 Fans participated in the “HARU: An Unforgettable Day in Korea” quiz.
After the second campaign, the number of Likes more than doubled to over 21,000. A significant number of Likes was driven by the “K--pop Singing & Dance Contest”, which drew more than 100 video entries, and by organic growth.
Click here to access our Case studies portfolio.
