The 'annyeong' campaign aimed to increase favourability with foreigners and encourage them to visit Korea. 'Annyeong' in English has many meanings: 'hello', 'bye', and 'wishing you many blessings'. Participants take part in an interactive film with K-pop celebrities 2PM and miss A. For 3 days they lead the story while experiencing Korea second-hand. Their stories were shared through user's SNS channels to friends and followers. wishing many blessings.

Phase 1. A global Youtube/Youku audition was held to choose a participant to star in the 'annyeong' interactive film with 2PM and miss A.Phase 2. After filming a PR event was held with 2PM, miss A, and the winning participant to raise anticipation for the interactive film.

Phase 3. Launched the 'annyeong' site.

Phase 4. Sponsored Japan's 2PM concert tour to raise additional awareness.

Korea's lack of landmarks and tourist attractions was a challenge for the Korea Tourism Organisation, while consumers were thirsty for more content.