Changing Slogans Confusing, Costly

One lingering concern for tourism authorities has been the absence of an English-language slogan that captures the essence of the pleasures and merits of travelling in Korea.

By Do Je-hae
Staff Reporter

One lingering concern for tourism authorities has been the absence of an English-language slogan that captures the essence of the pleasures of travelling in Korea.

Recently, the nation's tourism organization announced "Korea, Be Inspired" as the new slogan to market Korea overseas, replacing the three-year-old "Korea Sparkling" tourism campaign that left many experts and foreign visitors divided and puzzled.

But is it a mature policy move to make an abrupt change in tourism slogans when the existing one has not yet had a fair chance of proving its effectiveness? Sometimes, changing slogans are confusing and costly.

"In principle, such a slogan should be developed for use on a consistent basis, spanning 5 to 10 years. Once a slogan is created, it is advisable to stick to it," said Prof. Yoo Jae-woong of the public relations and design department of Eulji University in Seongnam, Gyeonggi Province.

Korea's tourism, economy or other fields can be promoted thorough various sub slogans, but they must be used in harmony with "Dynamic Korea," the national slogan, said Yoo, who promoted the country as head of the Korea Overseas Information Service under the Roh Moo-hyun administration.

"It is good to get rid of a tourism slogan that does not work in harmony with the national slogan. But the new slogan seems to have been created rather hastily," Yoo said.

The "Dynamic Korea" campaign was initiated during the Kim Dae-jung administration as the overarching national slogan that represents Korea to the world. But the slogan is no longer actively promoted.

When the Korea Tourist Organization (KTO) came up with "Korea Sparkling" as a tourism-specific slogan three years ago, it was criticized for lacking identity and any relevance to tourism.

Since KTO announced its new slogan last week, some foreigners have said that it does not adequately reflect what Korea has to offer as a tourism destination, particularly during the 2010-2012 Visit Korea campaign.

"The words 'inspire' or 'inspirational' or 'inspiration' are often used to denote spiritual aspects, or thoughts and ponderings, and they don't really say much about what Korea has to offer to visitors. In other words, one could ask, 'What is inspiring in Korea?"' Sonia Strawn, a long-time resident in Korea, said.

She also suggested that the KTO be more open to suggestions from foreigners when selecting such slogans. "We have wanted to give some input into what appears to be a very crucial part of Korea's tourism campaign toward international persons who do not speak Korean. However, there is no channel for us to do so."

During a recent press conference, KTO President Lee Charm said that the "Korea Tourism Supporters" project, consisting of both Koreans and non-Koreans, will be established to work with local governments to exchange ideas about how best to develop the country as a tourist attraction. However, such announcements have largely gone unnoticed by foreigners due to a lack of promotion and media attention.

"Korea Be Inspired" is already being used on the official KTO Web site at www.visitkorea.or.kr. The new slogan will be featured in its promotional videos and advertisements.

The nation has had a history of controversial experimentations in marketing strategies based on national identity, such as "Korea Sparkling," "Dynamic Korea" and "Hi Seoul" promotional drives.

Some say that the new slogan is a far cry from the successful slogans that have represented tourism rivals in Asia, such as "Incredible India,""Uniquely Singapore" and "Malaysia, Truly Asia."

These campaigns have been lauded for capturing and defining the essence of the respective countries' exceptional qualities that make them distinctive tourism destinations.

The need to discontinue the "Korea Sparkling" promotion had been raised for some time.

The Presidential Council on National Branding, launched in January 2009, raised the need for a more appropriate tourism slogan. Some experts, including Euh Yoon-dae, chairman of the Presidential Council on National Branding, have been critical of its effectiveness as a main slogan for promoting Korea's tourism.

"Korea Sparkling" had been used in various promotional materials at home and abroad since the previous administration was in power. Korea spent 5 billion won in developing the slogan in 2007 through consultation with domestic and foreign experts.

Others say that Korean tourism first needs substance, rather than empty, flashy words to represent itself to the outside world. Slogans are just words, but reputations can only be achieved thorough concrete plans and follow-up action to advance tourism, they say.

Some are calling "Korea Be Inspired" a good policy move and a befitting label for Korea's tourism.

"If a slogan is not working, then officials are right to get rid of it. I wouldn't say it's a waste of budget," said Michael Breen, chairman of Insight Communications Consultants and exclusive partner of FD International. "'Korea Be Inspired' suits Korea. Korea is a place to be surprised and energized. People invariably leave with a different impression than the ones they came with."

The next step for officials will be campaigns and promotions built around the new slogan for consistent use, he added.

The country is targeting 8.5 million foreign visitors this year through the 2010-2012 Visit Korea Campaign, but the latest surveys indicate that Koreans are not fit to accommodate them in a friendly manner.

In a survey by the World Economic Forum in 2008, Korea was rated 111th in an index of friendliness among 130 countries. Korea's overall tourism competitiveness was rated 31st.

The 2010-2012 Visit Korea campaign is ultimately aimed at placing Korea in the top ranks in global assessments of tourism competitiveness.

jhdo@koreatimes.co.kr