Travel slowly: Jeju Tourism Organisation offers alternative routes with more appealing scenery on the island

Technology is always a good companion when it comes to travelling. In South Korea, the famous island of Jeju is offering travellers a new experience, recommending them the most beautiful routes instead of the fastest alternatives when navigating the island. 

Launched by the Jeju Tourism Organisation, the Slow Road campaign, in collaboration with Cheil Worldwide, is designed for travellers visiting South Korea’s Jeju Island, helping them make the most of their trip. By using big data, developers crunched through 65,000 points across Jeju and checked data from social media and online searches via demographics, weather and time with an aim to provide unique travel experiences and to assist safe trips during the pandemic. 

Slow Road recommends a total of 50 different routes that connect popular attractions with lesser-known scenic spots in seven different regions, each coming with a distinctive theme that captures the beauty of Jeju. Each route contains five to 11 spots to offer a wide selection of scenic routes to attract different travellers throughout the changing seasons, including the added benefit of reducing traffic congestion on main routes around the island.

Travellers need to use T Map, a mobile navigation app in South Korea, to activate the new service and they will be led to a dedicated page where they can explore various routes under different themes.4 examples of slow road routes compared to shortcuts that are usually suggested by navigation"We developed the Slow Road campaign to raise awareness about the diverse beauty of Jeju, and to help safe travels by guiding travellers to different parts of the island while dispersing tourists that were usually concentrated in only a few famous attractions. Since a large portion of the local economy relies on tourism, we hope this campaign will also help balance development between regions by broadening tourist attractions," commented Eun-Sook Koh, president and CEO of Jeju Tourism Organisation.

Cheil Worldwide conceptualised and executed the campaign, as well as created assets including the launch film and dedicated mobile page. Jeju Tourism Organisation suggested routes and published assets across its mobile website and social channels, while T Map Mobility offered technical support to apply the new navigation service within its existing app.