KTO wins grand prize at Digital Advertising Awards with 'AI vs KOREAN' campaign
An image for the "AI vs KOREAN" advertisement campaign by the Korea Tourism Organization (KTO) / Courtesy of KTO
The Korea Tourism Organization (KTO) said Thursday that it received the grand prize in the public sector category of the 2024 Korea Digital Advertising Awards for its innovative video series "AI vs KOREAN." AI stands for artificial intelligence.
The awards ceremony took place at Sebitseom in Seoul, Thursday. The "AI vs KOREAN" campaign, consisting of three engaging videos, stood out for its creative portrayal of authentic Korean travel experiences, offering content that transcends traditional advertising.
The first video, released in June, featured a playful "AI vs Korean" face-off, contrasting AI travel recommendations with uniquely local insights from Koreans. This teaser highlighted the limitations of AI in capturing Korea's hidden gems.
The KTO also ran a public engagement campaign, collecting over 2,300 travel tips from Koreans, which were integrated into the main advertisements.
In July, the main campaign debuted with two themes — gastronomy and experiences. Titled “The Ultimate Korean Travel Guide Made by Koreans,” these videos showcased Korea’s vibrant food culture and immersive activities, resonating with global audiences.
The campaign achieved widespread success, with promotions running at major global events, including the Paris Olympics, and on iconic platforms like New York’s Times Square and Tokyo’s Shibuya Station.
Han Yeo-ok, head of the KTO's Brand Content Team, said, “We will continue to explore innovative ways to showcase Korea’s diverse charms and create distinctive content that captivates foreign audiences, generating new demand for travel to Korea.”
This article is translated by a generative AI system and edited by The Korea Times.