Solution
- The campaign ‘Chi-hyu’ (meaning healing and relaxing) for quarantine and disinfection measures were recommended including detailed activities
- Various strategies to help the hotel brand itself as a leading hotel and to draw media attention were suggested considering seasonal factors and trends
- Hotel promotional events were presented in the channel-optimized format on Instagram story and Facebook carousel
- Cooperating with influencers based in Busan and harnessing new types of viral tools, consumer contact points were expanded from multiple online-exclusive promotions
Results
- Media coverage was effectively expanded through aggressive efforts for publicity and follow-ups
- Taking care of various channels including Busan regional media channels, media outlets devoted to distribution in Seoul or travel and leisure simultaneously, coverage volumes were broadened and exposure categories were diversified
- As of 2020, Facebook followers increased 50% compared to the previous year with a 75% engagement increase
- Year-on-year follows increased 173% on Instagram in 2020 with a 35% engagement rise
