A new Korean language website has today been launched as part of a Tourism Victoria campaign to encourage more visitors to the State. The website has been timed to coincide with Victoria Week, the Victorian Government¡¯s Trade Mission to South Korea, 7 ¨C 12 May 2012 in Seoul, Busan and Yeosu which precedes the 2012 World Expo, Yeosu in South Korea, 12 May to 12 August 2012.
The website features a full redesign of the consumer interface with enhanced written and visual content in line with Tourism Victoria¡¯s branding. The new website will become an integral part of Tourism Victoria¡¯s marketing activities and the key ¡¯call to action¡¯ port in major campaigns.
SD & Marketing, a Seoul- based digital agency has produced written content for the new site. SD & Marketing has previously been engaged by Tourism Victoria to develop a Korean blog. The website will have approximately 100 pages of content including 60 pages of key tourism products, and will be expanded to approximately 300 pages by August 2012.
Other campaign activity includes a Tourism Trade Mission to the region with eight tourism partners and online consumer and tactical promotions, all aimed at stimulating increased visitor numbers and raising the awareness of Melbourne and Victoria as a holiday destination to the Korean market.
According to the International Visitor Survey (IVS) released on 7 March 2012, South Korea is the eighth largest source of visitors to Australia. In the year ending December 2011, 183,000 Koreans visited Australia. Victoria holds approximately 24% of the market share with 43,100 Korean arrivals to Victoria in the same period, an increase of 37.5%, outperforming the national average.
The 2012 World Expo, Yeosu is anticipating participation by more than 100 countries - including The Department of Foreign Affairs and Trade (DFAT) Australian Pavilion ¨C and attendance of more than 10 million visitors.
The Tourism Trade Mission will showcase Victorian tourism products to key members of the Korean travel trade. Attendance at the mission will provide the opportunity for face-to-face meetings between the Victorian tourism industry and the Korean travel trade helping to generate future sales and marketing activities.
The eight Victoria Tourism Trade Mission delegates include:
¡¤ Phillip Island Nature Park
¡¤ Puffing Billy Steam Railway
¡¤ Eureka Skydeck
¡¤ Melbourne Conventions and Visitor Bureau
¡¤ Batman¡¯s Hill Hotel
¡¤ Great Southern Touring Route
¡¤ Sovereign Hill
¡¤ De Bortoli Wines
An online campaign with premier travel agents to promote new tour programs in Victoria is to be launched ahead of the 2012 World Expo, Yeosu. Tour programs will follow the Expo¡¯s main theme, ¡®The living Ocean and Coast¡¯ by featuring Victoria¡¯s ocean-based attractions including The Phillip Island Nature Park¡¯s Penguin Parade and the Great Ocean Road. This campaign will be underpinned by a competition giving consumers the opportunity to win tickets to the Expo as one of the prizes.
The Australian Pavilion will take visitors on a journey exploring, celebrating and educating them about Australia¡¯s unique relationship with its coast and surrounding waters. This will be done in a three-act structure, with each act incorporating different exhibitions. ¡®The Coast¡¯ will feature an Indigenous welcome, ¡®The Ocean¡¯ will present contemporary Australia and ¡®Life¡¯ will be all about Australian coastal living.
The Australian Pavilion will have as its mascot the fairy penguin, Alpy, which means Australian Little Penguin in Yeosu. Alpy is from Phillip Island, which is located 90 minutes drive from Melbourne and home to the largest colony of fairy penguins in the world.
Alpy wants to be a marine conservationist who helps to protect and preserve the ecosystems in our oceans and seas. Visitors can meet Alpy at the Australian Pavilion at 2012 World Expo, Yeosu when he comes out to say hello.