A bolder, freer and more curious version of the traveller.
REBORN has launched its most ambitious campaign for the Korea Tourism Organization, introducing a new creative platform, Korea Unlocks More of You, now in its third year of the partnership.
The campaign, filmed on location in Korea starring actor and social media personality Maddy MacRae, positions Korea as a destination that brings out a bolder, freer and more curious version of the traveller.
It runs nationally across premium BVOD, digital, social, influencer and search channels, with a campaign hub at UnlockKorea.com.au offering five distinct sides of Korea and exclusive travel offers.
REBORN led strategy, creative development, production, media strategy and influencer partnerships across the campaign.
David Easton, CEO of REBORN, said the campaign sought to capture not just what Australians could do in Korea but what time there did to them.
"Korea is layered, sensory and constantly moving — from centuries-old traditions to the latest trends, addictive street food, nightlife and pop culture. 'Korea Unlocks More of You' is about that shift — feeling a little bolder, freer and more vivid than when you arrived," he said.
Hyeongjoon Kim, director of the KTO Sydney Office, said the popularity of K-content following the pandemic had driven growth in Australian tourist numbers.
"I hope this new campaign will help even more Australians discover the unique charm of Korea and firmly establish it as a must-visit destination," he said.
CREDITS
Korea Tourism Organization (KTO) Sydney Office
Director: Mr Hyeongjoon Kim
Deputy Director: Mr Hoseok Seo
Marketing Manager: Ke lie Goggins
REBORN
Senior Creative: Pia Easton
Creative Director: Mike Bubenicek
Senior Motion Graphics Artist: Joseph Hoh
Founder & CEO: David Easton
Group Account Director: Shailei Forrester
Production
Director & DOP: Harvey Hogan
Colourist: Chris Daniels
