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New Avengers sequel prompts Korea to launch ‘alternative heroes’ advert

01 May 2015

The Korea Tourism Organization (KTO) presents moviegoers all over the world with its new ad for theatre screens, “Korea: Age of Imagination”, which relates to the filming of the Avengers sequel in Seoul. Avengers: Age of Ultron was shot last year in vario

Korea Tourism Organization

London – May 1, 2015 – The Korea Tourism Organization (KTO) presents moviegoers all over the world with its new ad for theatre screens, “Korea: Age of Imagination”, which relates to the filming of the Avengers sequel in Seoul. Avengers: Age of Ultron was shot last year in various areas of Korea including Sebitseom (also known as “Floating Island Seoul”), Hangang River, Digital Media City (DMC), and Gangnam-daero Boulevard.

KTO believes this screen promotion will boost Korea’s brand image as a tourist destination and showcases the unique lives and cultures of Korea and Koreans. These include the nightlife of Seoul, 24/7 food delivery service, traditional food and art, and Haenyeo (women divers) of Jejudo Island. Seizing the chance, KTO decided to introduce heroes who represent Korea’s culture and tradition and can be described as everyday heroes that are neither K-pop superstars nor famous actors.

They are actually far from the spotlight. They are real masters who are superiorly skilled at diverse cultural assets of Korea. For instance, portrayed as a black mermaid in a commercial, Kim Jae-yeon is a haenyeo who follows the footsteps of her mother and grandmother as she dives into the deep waters for shellfish with no breathing equipment. Against Seongsan Ilchulbong Sunrise Peak, a famous volcanic crater in Jejudo, Kim emerges from the sea like a mermaid.

Chef and traditional Korean food researcher, Shim Young Soon, (referred to as “Madame Shim” in the ad) has devoted more than 35 years of her life to developing and enriching Korean cuisine. She is well-known as the judge in a hansik (Korean cuisine) themed cooking survival show in Korea.

Jinmyung, a traditional Korean percussion group, reinterprets traditional folk music for younger listeners. Korean folk music includes drums, dancing and singing, and so it is very cheery and uplifting. In the commercial, the group performs a splendid ribbon spinning dance in Suwon Hwaseong Fortress, a UNESCO World Heritage site of Korea.

The electronic band IDIOTAPE introduces itself as “the idiosyncratic triad hotwiring Seoul’s live club circuit.” And like they say, you will get a snapshot of the nightlife of Seoul, a city that never sleeps.

Night owls can shop 24/7 in Dongdaemun, dance the night away within the bars and clubs of Hongdae, a hip and young neighborhood in Seoul and culture vultures can take a moonlight tour in some of Seoul’s historic palaces.

Quick and convenient delivery service is often considered Korea’s staple culture. In Korea, you can order food whenever, and wherever. Food delivery men (“D-man” in the commercial) on their scooters are easily spotted on the streets of Korea.

Claudia Kim (Korean name Kim Soo-hyun), a Korean actress who plays the role of Dr. Cho in Avengers: Age of Ultron, narrates the commercial. Claudia Kim explains that “the crew and actors of the movie were so amazed when filming in Korea.” And “I’m very excited and grateful to have been given the opportunity to introduce the hidden heroes of Korea who have contributed to making Korea a better place, and who also well represent Korean culture and history.”

The commercial will be shown in theaters around the world including the U.S., England, and Thailand, with the release of the movie, Avengers: Age of Ultron. It will also be available through Youtube and KTO’s website. To reflect the interests of global travellers, KTO has announced a new brand slogan, “Imagine Your Korea,” last year, and it will launch another TV Commercial and global marketing campaign in a few months following this “Korea: Age of Imagination” promotion.

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