Korea Tourism wants Australians to rethink what's on the itinerary

Korea Tourism is encouraging Australians to move beyond the country's best-known cultural exports in a new campaign designed to broaden perceptions of the destination.

Created by Reborn, the campaign, Korea Unlocks More of You, positions Korea as more than a destination for K-pop, K-dramas and cuisine and instead highlights its food, culture, nightlife, nature and traditions as experiences that inspire curiosity and personal discovery.

Filmed on location in Korea, the campaign stars actor and content creator Maddy MacRae as she explores both iconic and lesser-known locations, from palace courtyards and street food to bustling neighbourhoods and nightlife.

Rolling out nationally across BVOD, digital, social, search and influencer channels, the campaign directs Australians to UnlockKorea.com.au, where travellers can explore themed itineraries and exclusive travel offers.

The campaign marks the agency's third year working with the Korea Tourism and its largest campaign for the tourism body to date. The agency led strategy, creative, production, media planning and influencer partnerships.

David Easton, CEO of Reborn, said the creative platform was designed to capture not only what travellers can experience in Korea, but how the destination changes them.

"Korea is layered, sensory and constantly moving – from centuries-old traditions to the latest trends, addictive street food, nightlife and pop culture. We wanted to capture not just what Australians can do in Korea, but what time in Korea does to them," he said.

Hyeongjoon Kim, director of the Korea Tourism Organization Sydney Office, said interest in Korean culture had helped drive more Australians to consider the country as a travel destination.

"Thanks to the popularity of K-content following the pandemic, the number of Australian tourists visiting Korea is increasing. I hope this new campaign will help even more Australians discover the unique charm of Korea and firmly establish it as a must-visit destination," he said.