BMA 349

1. ‘Seoul’ campaign pitch
Yongchan PARK – Chief consultant of BPCF(Brand Production Consulting Firm)

2. Contents
About
BPCF
1
Problem
Analysis
2
Revised
Plan
3

3. 1. About BPCF (Brand Production Consulting Firm)
▪ Passionate small venture
▪ Creative and talented co-workers
▪ Top quality database
▪ Adopt to customers’ best needs
▪ Differentiated marketing ideas and strategies

4. Seoul is . . .
▪ Capital city of South Korea
▪ 9,860,000 population
▪ Global fashion, cosmetics, foods, technologies, leisure leading city
▪ 12 million annual tourists

5. 2. Problem Analysis of Seoul’s marketing
▪ Do not fully use infrastructures (foods, fashion, leisure, celebrities, etc…)
▪ Too much consideration for Western countries’ travellers
▪ Remain as focusing on traditional marketing tools
e.g. historic sites, traditional house(Hanok), old villages and experiences
▪ Lack of tourism event / promotion

6. Traditional Marketing Tools Seoul’s today
2. Problem Analysis of Seoul’s marketing

7. 3. Revised marketing plan – Target market
▪ Chinese aged 18 – 45
▪ Who likes K-pop and K-pop stars (also foods, cultures, scenery, shopping)
▪ Economically middle – high class customers (in Beijing, Shanghai, Hongkong)
▪ TV watchers and SNS(twitter, weibo, wechat) users
▪ Annually, Seoul lose 11million potential Chinese travelers

8. 3. Revised marketing plan – Strategy
▪ Target 4.28 – 5.5 (Chinese huge holiday season ‘Labours Day’)
▪ Use SNS advertising, posters, billboards, and airline promotion
▪ Cooperate with airlines as offering 2.5times increased flights with discounted price
▪ For 1week, everyday special concerts for Chinese K-pop fans (rotating singers)
▪ 150,000 travelers are expected to visit Seoul in this season

9. Conclusion
▪ Proposed communication tools: Celebrities, SNS, Airline promotions, Price
▪ If this project succeed, Seoul can extend the project to other countries
▪ Expected 150,000 K-pop concert travelers will make added value as following;
▪ - Staying in hotels/motels, eating foods, shopping cosmetics/clothes/souvenirs,
entering fees for historic sites, and further potential customers(Families or friends)

10. Thank You
감사합니다