* Exhibition Competition Division : professional
* Type of Advertising media : Sales Promotion
* Product Classification
part1 : Finance/Services
part2 : Restaurants & fast food outlets
part3 : Franchise
* Continent : Asia/Pacific
* Country : Korea
* From : joonyoung pa
* Date : 2008-08-26
* Title : Taiwan
* Exhibit Information :
Taiwan Tourism Bureau funded a foreign location of a SBS drama “On Air,’ aired from March to May in 2008 to make lots of Taiwanese attractions known to Korean people.
“On Air” features a process of making a drama. As one of drama episodes, characters visit Taiwan to shoot their drama. During their visit, many tourist attractions, airport, accommodations and resort in Taiwan were shown.
And, a female character as an actress in the dram was a Taiwan publicity ambassador. In drama scenes, she explained detailed information on Taiwan including history, climate and natural environment.
Less-known Taiwanese attractions, food and souvenirs were frequently exposed on the TV and garnered much interest from Korean people.
Averagely, “On Air” viewer rating was 22% and each episode was exposed to 10,560,000 (Korean population 48,000,000 * an average rating of 22%). As a result, Taiwan became a familiar country.
After the PPL advertisement, the Taiwan Tourism Bureau has developed and provided “Visiting On Air attractions” under a business partnership with a Korean tour venture. They reported Korean tourists to Taiwan significantly increased by 33% in April, 33% in May and 41% in June in comparison to the same months of previous year.