Solution
- Developed the message "global hotel search engine" to spotlight unrivaled value in the hotel information platform category
- Concentrated on feature materials that set the brand apart through its corporate identity and global database
- Diversified content — seasonal and issue-based partner hotel features, infographics — to expand coverage and exposure channels
- Conveyed brand strengths and vision through exclusive interviews during the global CEO's visits to Korea
Results
- Grew media exposure 20x through consistent monthly publicity
- Improved awareness and preference through repeated placements in major dailies' travel pages and the travel section of Naver's mobile homepage
- Ranked No.1 in awareness and preference among hotel booking sites in a Travel Times survey
- Made the brand name a regular fixture in industry coverage, with rising unsolicited coverage requests
