Using the peaceful atmosphere of the Korean peninsula in 2018, the international on/offline engagement campaign, #LoveforDMZ, was launched to increase curiosity and awareness of Korean tourism and to ultimately induce people to come to Korea by utilizing D.M.Z which only exists in the divided nation, Korea.

This campaign was started from the phrase, "Tourism is the passport to peace".

Is it really possible that tourism can ultimately induce peace? In order to create a new tourism asset that can symbolize peace, we have made a real train with new technologies, such as holograms, to give people a sense of connection of the railway which has been broken for more than 60 years.

Target Audience

- The audience was targeted based on interests, such as tourism, history, and etc.

Approach

- We approached the targeted audience by promoting integrated marketing that combined with advertising, online and offline marketing activities. The campaign is used as a tourism asset, the media train, which visualized '#LoveforDMZ message cards' collected from the world on online by utilizing new technologies, such as holograms.

Step 1 (2018.11-2018.12)

- The advertisement was created to encourage the engagement by using the sentence “Have you ever dreamed of the marvelous zone, D.M.Z.?”

Step 2 (2018.12-2019.01)

- People submitted their pictures and messages with the wish for peace with the ‘Finger Heart’.

- Videos starring KTO ambassador, EXO, were filmed to encourage people to participate in the campaign.

- Offline events at major tourist destinations in Korea and other countries were held to get the message cards simultaneously.

Step 3 (2019.01~)

- New Lane virtually reconnected the railway which has been broken for more than 60 years by visualizing the message cards with state-of-art screen technology.

- People have experienced traveling to D.M.Z. thanks to the LED display technology on the 30 windows. It enabled the backgrounds to change into the nature of D.M.Z. and the message cards from the world to fly on the windows.

- 57,889 people from 190 countries have participated in the campaign.

- The number of unique visitors to the microsite is 11,702,363.

(118.8% increase compared to the last year)

- The number of pages viewed is 21,454,931.

(236.8% increased compared to the last year)

- 33,673 people visited Imjingak Dokgaedari.

(15% increased compared to the last year)