The client aimed to capitalize on the increasing demand for overseas travel as global travel restrictions began to ease in the post-COVID era. With over two years of suppressed demand from international tourists, the goal was to position Korea as the top choice for the first international trip after the pandemic.

However, Korea faced stiff competition as one among many potential travel destinations. The challenge was to make Korea the first choice in the minds of tourists, highlighting its unique attractions and cultural elements through a campaign video that showcased regional characteristics, trends, and distinct tourism elements.

We repeatedly contemplated on creating a campaign that could substantially contribute to increasing awareness and preference for Korean tourism, ultimately expanding the attraction of inbound foreign tourists worldwide. Initially, we examined global potential travelers, noting the rising popularity of K-content, including K-pop, dramas, movies, as well as growing interest in various aspects of Korean culture such as food and fashion. Thanks to this, many global potential travelers were already familiar with South Korea through K-culture. Focusing on this existing interest in K-culture, our goal was to transition the target audience's fascination with K-culture into anticipation and excitement about visiting South Korea.

The campaign "Feel the Rhythm of Korea," initiated in 2020, had been consistently successful over the past two years, gaining attention as an effective tool for promoting Korean tourism. In 2022, we aimed to continue the legacy of "Feel the Rhythm of Korea" while creating a more impactful advertisement. To achieve this, we utilized the legendary K-pop group BTS to introduce iconic original K-pop music. The campaign was designed to showcase the culture, traditions, and daily life of South Korean cities, combining past and present musical assets of K-culture into content resembling a music video.

The "Feel the Rhythm of Korea with BTS" campaign began with a teaser video featuring BTS, the legendary K-pop group, enjoying representative K-pop songs. Subsequently, four main videos were produced, showcasing the unique charms of Busan, Daejeon, Pohang, and Jeju in a concept where each location unfolded in sync with music that complemented its cultural characteristics and atmosphere.

The teaser video, pre-released on October 14th, increased global tourists' curiosity and anticipation. The four main videos, released subsequently, portrayed each region's distinct appeal against the backdrop of BTS enjoying K-pop music.

The dynamic port city of "Busan" was matched with rhythmic blues music, the lively "Daejeon" with exciting rock 'n' roll music, the energetic steel city "Pohang" with rough hip-hop music, and the nature-representing "Jeju" with lyrical jazz music, creating a complete visual experience. The combination of different genres and locations allowed foreign tourists to feel the unique characteristics of each region, generating interest in Korean cities through the campaign featuring BTS.