About
Campaign Title:
TV PPL (First Case in Korea) Promotions of Daily Soap Opera “Missing You”
Campaign Duration:
4 - 6 months

Brand Name:
Guam Visitors Bureau
Industry Sector:
Travel & Leisure
Agency Name(s):
COMMUNICATIONS KOREA
Countries & Regions:
Korea
Key Objectives:
Brand – Launch/Reposition, Brand - Awareness, Increase Market Share, Increase Sales
Target Audiences:
Family, Female, Male
Ad Spend in USD:
$0 - $49,999
Testimonial
 The Guam Visitors Bureau (GVB) has been served by Communications Korea (CK) since 1987 in Korea as a PR and marketing representative office. Through many years of working together with CK, GVB can confidently say that CK had played a very important role in making Guam a very familiar and popular destination for Korean travelers. We are very pleased with the service; consultations and resources that CK has provided us and I strongly believe that CK will provide the same excellent service for your company as they did to us. CK came up with many cost-effective marketing strategies such as TV exposure on Guam through Korea's most popular soap opera 'Missing You'. They are dependable and have many years of experience in strategic destination marketing. If you are looking for a PR firm in Korea, we highly recommend Communications Korea as your best choice to help you attain your business objectives in Korea.
- Pilar Laguana, Marketing Manager, Guam Visitors Bureau
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TV PPL (First Case in Korea) Promotions of Daily Soap Opera “Missing You”
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TV PPL (First Case in Korea) Promotions of Daily Soap Opera “Missing You”

- Through our services, visitors to Guam have increased by 10,000% since our first service.

- Guam Visitors Bureau was the first National Tourism Office in Korea. They opened a representative office at the Communications Korea office in 1988.
– Korean arrivals to Guam 1,250 pax in 1988

Planning & Execution

In TV PPL (first case in Korea) promotions of “Missing You”, $50,000 input resulted in $5 million exposure value.

- As a marketing & PR representative in Korea for GVB, CK has conducted numerous TV filming projects to directly show that Guam is an enjoyable destination for all possible vacationers.

- With an investment of just USD 50,000, CK has organized the filming of a KBS daily soap opera titled “Missing You” in - 1992, which resulted in the ad value of more than USD 5 million for Guam and skyrocketing Korean arrivals to the Pacific island getaway.

Effectiveness / Results

Korean arrivals to Guam 1,250 pax in 1988
-> over 130,000 pax in 2002 which is a 100 times increase

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The Campaign Asia-Pacific Team