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April 16, 2007



Eek. I've met a couple of people who have been and all have loved it, but Korea Sparkling just sounds like an upmarket soft drink. And using language like 'refreshing' isn't going to help...


More like "Brands gone flat"......
For crying out loud, when will these DMOs ever learn to stay away from branding gurus. I bet they paid a hefty sum to some big shot agency that came up with this sizzler.....

I've visited Korea many times in the past and the country has made great strides in their tourism industry but they still don't know how to market it well.

What on earth was wrong with "The land of the morning calm" for which Korea has been known for decades and which reflects its culture beautifully.

Sometimes the old adage of "if it ain't broke don't fix it" applies, this is a case in point.


The Korea Tourism Organization credits this one to Simon Anholt, of the Anholt Nation Brands Index.

Rumor has it the Korea Tourism organization paid him a pretty penny, and since he's a "famous foreign expert", no amount of help/suggestion/criticism from us "Foreign marketers in the trenches" will change anything.

I imagine it was a great score for Simon, though... visit a country, tell them their national brand awareness is lower than other countries, (based on your own research) and then win the contract to "fix it." I wonder what Mr. Anholt's research will find in 3-5 years?

Perhaps we should work with premise of there being no such thing as "bad publicity". Hmmnn.. maybe we can go with "Desolate Mongolia".. and "Sri Lanka: Almost safe again ". Hey, I'm starting to feel a lot better about the brand!

Foreign Marketer in Convention Industry in Seoul

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