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FY2012 [Country] Marketing Plan MARKETING PLAN FY2017 GUAM VISITORS BUREAU Korea Market 401 Pale San Vitores Road Tumon, Guam 96913 Phone: 1.671.646-5278 Fax: 1.671.646.8861 www.visitguam.org Page 1 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Table of Contents Glossary Of Terms ............................................................................................................. Executive Summary ........................................................................................................... Market Overview ................................................................................................................ Flight Services To Guam ................................................................................................... Airline Flight Schedules .................................................................................................... Airline Route Maps ............................................................................................................ Signatory Carriers List ...................................................................................................... Situational Analysis ........................................................................................................... Market Demographics........................................................................................................ Market Needs ..................................................................................................................... Market Trends .................................................................................................................... Market Growth .................................................................................................................... Conditions In The Marketplace ......................................................................................... Strengths ............................................................................................................................ Weaknesses ....................................................................................................................... Opportunities ..................................................................................................................... Threats ................................................................................................................................ Competition ........................................................................................................................ Marketing Strategy............................................................................................................. Social Media Strategy ........................................................................................................ Market Information............................................................................................................. Country Holidays ............................................................................................................... Holiday Chart ..................................................................................................................... SMART Goals ..................................................................................................................... Mission ............................................................................................................................... Marketing Objectives ......................................................................................................... Market Segments ............................................................................................................... Target Markets ................................................................................................................... Positioning Statement ....................................................................................................... Marketing Programs And Promotions .............................................................................. Trade ................................................................................................................................... Page 2 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Consumer ........................................................................................................................... Public Relations ................................................................................................................. Social Media ....................................................................................................................... Advertising ......................................................................................................................... Contractual Services ......................................................................................................... Administrative Services .................................................................................................... Financials And Projections ............................................................................................... Expense Distribution ......................................................................................................... Monthly Expense Distribution........................................................................................... Cost Per Pax....................................................................................................................... Controls .............................................................................................................................. Implementation .................................................................................................................. Marketing Organization ..................................................................................................... Published And Certified Visitor Arrivals .......................................................................... Media Exposure ................................................................................................................. Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Guam Land Tour Operators Listing ............................................................. Market Cities Profile ..................................................................................... Government Regulated Tourism Contact Listing ....................................... Asian NTO's In Market .................................................................................. Main Tour Operators/Wholesalers for Asia/Pacific Dealing With More Than Two Asia Pacific Destinations Selling Tours ................. Appendix 6 Top Tour Operators ...................................................................................... Appendix 7 Selected Tourism Media Contacts ............................................................... Appendix 8 Main Travel Fairs and Workshops ............................................................... Appendix 9 Tourism Authorities ...................................................................................... Appendix 10 Visit USA Committee and Members Listing ............................................... Appendix 11 Travel Trade Database Spreadsheet ........................................................... Appendix 12 Media Database (Trade/Consumer Spreadsheet ....................................... Page 3 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan GLOSSARY OF TERMS MPR Marketing + PR FIT Free Independent Travelers SINK Single Income No Kids DINK Double Income No Kids NTO National Tourism Organization PPL Product Placement GDP Gross Domestic Product VFR Visit Friend & Relatives KGMC Korea Guam Marketing Committee GSA General Sales Agent S.I.T Special Interest Traveler KMC Korea Marketing Committee KNTO Korea National Tourism Organization G L O S S A R Y O F T E R M S Page 4 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan EXECUTIVE SUMMARY Among a total Korean population (around 50,801,405), about 38.0 percent have traveled overseas at least once in 2015. The number of Koreans going abroad last year was 19,310,430 up 20.1 percent from the figure last year. Except the airline crews, the actual number of Koreans who went abroad last year was 16,080,684 which is very positive in spite of the nation’s sluggish economy, Japan Nuke Safety and MERS issue. x 100000 Korean Departures to Overseas 240 200 E X E C U T I V E 160 120 80 40 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 S U M M A R Y MARKET OVERVIEW Page 5 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan A. FLIGHT SERVICES TO GUAM Incheon – Guam – Incheon Busan – Guam - Busan B. AIRLINE FLIGHT SCHEDULES Airline Korean Air Incheon-Guam Busan/DaeguGuam Frequency KE113/114 Air Seats 272 KE111/112 276 Daily 138 4 times a week LJ643/644 183 Daily LJ641/642 183 Daily 7C3102/3101 189 Daily 7C3106/3105 189 Daily 189 4 times a week 189 Daily 189 3 times a week 162 4 times a week KE2115/2116 (Gimhae, Busan) Jin Air Jeju Air 7C3154/3153 (Gimhae, Busan) TW301/TW302 T Way Air Busan TW311/312 via KIX (Daegu) BX612/611 (Gimhae, Busan) M A R K E T Daily O V E R V I E W C. AIRLINE ROUTE MAPS Page 6 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan D. SIGNATORY CARRIERS LIST Korean Air, Jin Air, Jeju Air, Air Busan, T way Page 7 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan SITUATIONAL ANALYSIS Korean Economy The Korean economy is the 3rd largest in Asia, and the 11th largest in the world. It is a world leader in shipbuilding and electronics, with national per capita wealth reflecting Korea’s new position in the world. According to Citigroup, Korea will enter the world’s top 10 in 2020 with a per capita GDP of $44,740 and per capita income is expected to rise to the fifth-largest in the world at $63,923 in 2030 before landing at $107,752 in 2050. This increasing wealth is conducive to supporting continued high growth overseas travel. S I T U A T I O N A L A N A L Y S I S Page 8 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKET DEMOGRAPHICS 1992 / 2015 Korean Outbound to Guam & Market Share The number of Korean overseas travelers last year was 19,310,430 last year, up 2.2% from the figure last year. 1992 No. of Korean Outbound 2,043,299 Korean Arrivals on Guam 39,121 % of Korean Arrivals 1.91% 1993 2,419,930 68,604 2.83% 1994 3,154,326 118,538 3.76% 1995 3,818,740 186,264 4.88% 1996 4,649,251 194,585 4.19% 1997 4,542,159 119,118 2.62% 1998 3,066,926 20,268 0.66% 1999 4,341,596 47,299 1.09% 2000 5,508,242 87,070 1.58% 2001 6,084,414 89,655 1.47% 2002 7,123,407 128,307 1.80% 2003 7,086,323 87,336 1.23% 2004 8,825,442 89,869 1.02% 2005 10,077,619 109,329 1.08% 2006 11,609,877 117,026 1.01% 2007 13,324,977 112,747 0.85% 2008 11,996,095 110,232 0.92% 2009 9,494,111 82,978 0.87% 2010 12,488,364 134,688 1.08% 2011 12,693,733 149,076 1.17% 2012 13,736,976 182,628 1.33% 2013 14,846,485 245,629 1.65% 2014 16,080,684 308,021 1.92% 2015 19,310,430 427,818 2.22% Year M A R K E T D E M O G R A P H I C S Page 9 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 2014 / 2015 Arrivals of Koreans by Month The number of Korean overseas travelers shows rapidly increase on Jan., May, Nov., and Dec. during the Lunar New Year & Chuseok holidays and vacation. Total Korean outbound has increased compared to last year, amid MERS issue in June. 2014 2015 Pax Pax Jan 1,468,903 1,834,538 24.9% Feb 1,312,683 1,445,609 10.1% Mar 1,150,959 1,416,683 23.1% Apr 1,179,885 1,495,460 26.7% May 1,223,003 1,579,265 29.1% Jun 1,270,439 1,373,551 8.1% Jul 1,454,795 1,675,332 15.2% Aug 1,547,193 1,835,249 18.6% Sep 1,321,293 1,511,657 14.4% Oct 1,432,100 1,735,308 21.2% Nov 1,288,754 1,626,063 26.2% Dec 1,430,677 1,781,715 24.5% Total 16,080,684 19,310,430 20.1% Month % Change 2,000,000 1,800,000 1,600,000 1,400,000 1,200,000 2014 1,000,000 2015 800,000 600,000 400,000 200,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec *KTO(Korea Tourism Organization) Page 10 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 1999 / 2015 Korean Outbound Departure by Age All age groups were increased. 0~20 21~30 31~40 41~50 51~60 Over 60 Total 1999 354,806 875,894 1,122,090 935,107 599,890 380,315 4,268,102 2000 475,259 1,039,951 1,328,402 1,102,822 699,201 469,724 5,115,359 2001 569,750 1,133,723 1,444,958 1,268,030 766,182 513,670 5,696,313 2002 691,961 1,261,619 1,665,648 1,550,554 897,515 625,732 6,693,029 2003 729,694 1,213,199 1,640,473 1,592,735 881,823 585,413 6,643,337 2004 906,752 1,490,654 1,987,184 1,986,780 1,180,754 770,510 8,322,634 2005 1,068,724 1,698,122 2,217,261 2,251,421 1,656,000 880,961 9,772,489 2006 1,237,803 1,922,433 2,454,842 2,455,250 1,636,540 964,255 10,671,123 2007 1,470,170 2,179,629 2,806,640 2,751,568 1,939,995 1,147,078 12,295,080 2008 1,266,464 2,003,121 2,551,668 2,448,023 1,713,049 990,934 10,973,259 2009 913,184 1,635,335 2,036,500 1,876,570 1,300,941 732,961 8,495,491 2010 651,370 1,622,769 1,670,563 1,598,371 1,319,766 943,314 7,806,153 2011 1,349,111 1,986,211 2,648,733 2,470,065 1,974,217 1,131,383 11,559,720 2012 1,425,861 2,103,810 2,854,094 2,641,406 2,245,089 1,203,882 12,474,142 2013 1,577,706 2,243,851 3,116,279 2,847,335 2,409,107 1,331,019 13,525,297 2014 1,770,739 2,490,443 3,386,235 3,078,382 2,632,272 1,438,017 14,796,088 2015 2,196,592 3,148,565 3,910,321 3,639,247 3,188,399 1,802,530 17,885,654 Share 12.3% 17.6% 21.9% 20.3% 17.8% 10.1% 100.0% *This figure does not include flight crews 4,500,000 4,000,000 3,500,000 0~20 3,000,000 21~30 2,500,000 31~40 2,000,000 41~50 1,500,000 51~60 1,000,000 Over 60 500,000 2000200120022003200420052006200720082009201020112012201320142015 *KTO(Korea Tourism Organization) Page 11 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 2000 / 2015 Korean Outbound Departures by Gender As the index shows as below, the ratio of male visitors has increased compared to the one of female as there are more numbers of business travelers in male segment than female segment. Male Female Total 2000 2,874,990 1,953,644 4,828,634 2001 3,186,210 2,215,323 5,401,533 2002 3,725,611 2,649,766 6,375,377 2003 3,761,865 2,581,517 6,343,382 2004 4,682,346 3,326,558 8,008,904 2005 5,038,810 5,038,809 10,077,619 2006 6,120,572 4,550,550 10,671,122 2007 7,002,785 5,292,295 12,295,080 2008 6,284,825 4,688,434 10,973,259 2009 4,991,494 3,503,997 8,495,491 2010 6,430,007 4,989,224 11,419,231 2011 6,564,429 4,995,291 11,559,720 2012 6,972,058 5,502,084 12,474,142 2013 7,447,068 6,078,229 13,525,297 2014 7,954,892 6,771,196 14,726,088 2015 9,356,188 8,529,466 17,885,654 Share 52.3% 47.7% 100.00% *This figure does not include flight crews. 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 Male 4,000,000 Female 3,000,000 2,000,000 1,000,000 0 *KTO(Korea Tourism Organization) Page 12 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKET NEEDS Positive Image on Guam Guam is well positioned as a safe from natural disasters, diseases, and political problems, preventing Koreans from traveling overseas. Gradual Increase of Air Seat Capacity Thanks to the proactive marketing and public relations to the general consumers, the market demand has been developed, which made airlines to consider Guam as the new sales destination. Aggressive Marketing by hotels on Guam Hotels are very active in sales and marketing, which attributed to the increase of brand awareness on Guam and sales. Trial to change image on Guam as active and fresh destination GVB has tried to keep updating the image on Guam by creating the new brand logo and diverse promotions introducing new Guam. Increase of sales attribution to agents (different from other NTOs) GVB has concentrated to increase sales of Guam packages and FIT by supporting agents and coordinating MICE groups together with the cooperation of hotels and vendors M A R K E T N E E D S Page 13 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKET TRENDS Trends in Travel -Overseas According to a Gallup Korea survey commissioned by Korea Tourism Organization targeting one thousand men and women over the age of 18, from 2011-13, overseas travel consisted of Individual Trips (40%), followed by Full Packages (38%), Air and Hotel Reservations (13%), and Compromised Packages (8%). But when questioned on future travel preferences, respondents noted greater interests in Individual Trips (37%), a sharp decline in Full Packages (from 38% to 32%), followed by significant increase in preference for do it yourself itineraries, such as Air and Hotel Reservations (18%) and Compromised Packages (13%). These figures depict a sharp demand for more “freedom” in their trips vs. the historic market reliance on fully controlled GIT packages. Public mindset change The general perception of overseas tours that was largely anchored on “sightseeing” is becoming a relic of the past. During Korea’s early years, traveler aspirations were rooted in discovery of established icons, checking off the boxes for as many destinations as possible. Today’s traveler is mature, with multiple overseas trips in their passport. They seek quality, lifestyle experiences with control of their itineraries, and are increasingly adverse to organized package tours. This paradigm shift in travel is not limited to the younger FIT segment, but rapidly expanding into the older generations who grew up on package travel, as well. Back Pack Generation Overseas travelers in the 40+ age group have been one of Korea’s most prolific growth engines over the past 5 years. In the last three years alone, the number of travelers in their 40s and 50s skyrocketed by 40.7% and 42%, respectively. In addition, 35% of this age group travelled on compromised or fully independent trips. This market segment is part of the first “backpack generation” that launched the FIT student travel phenomenon 20-30 years ago. Today they have the disposable income and time to follow their leisure pursuits around the world, and demand “do it yourself” types of products, spending longer days per trip, overseas. M A R K E T T R E N D S Young Professionals The mainstream FIT generation is in their 20s and 30s, and is experiencing the post-recession repercussions of a hyper-competitive working environment. They are increasingly seeking escape (or “healing”) from their environment, albeit temporary. Dubbed by the media as the “Burn-out Syndrome” caused primarily by working overtime and excessive workload, this social phenomenon is influencing young professionals to seek destinations further afield and holidays that are designed to “rest” and “relax” in hopes of refreshing their bodies and souls. In a study released by Expedia Korea, 74.5% of Korea’s working class were planning to travel in 2014 and 49.3% responded that they sought healing through travel. Mobile Singles One in three households in Korea are expected to be a single person in the 2016 Census. The increase in singles is a universal phenomenon, and their number is growing explosively in Korea. Singles have long found a way to keep themselves entertained, but they have now emerged as a powerful consumer segment being targeted by everything from consumer electronics to real estate and travel. They do not have the burden of family ties and are Page 14 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan independent in nature, adding fuel to the FIT growth trend. Page 15 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKET GROWTH With just 4 hours from Korea, Guam is considered a safe, clean and family-friendly environment, and importantly a US island destination, that which offers first class accommodation and activities ranging from value to five-start luxury. Guam started as one of the leading honeymoon destinations among Koreans some 20 years to now attracting a much wider spectrum of demographics, with family travelers as a key market segment now, to honeymooners, young FITs, ‘Gold-Misses,’ and MICE travelers. a. Korean Visitor Profile (source: GVB 2014 Annual Report) Age: 25~34 years (52%), 35~49 years (38%) Average Stay: 3.68 days (3 nights: 56%, 4+ nights: 41%) First Timer: 85%, Repeater: 15% Average spent in prepaid expenses at $833.74 per person Average spent on Guam at $483.79 per trip Full Tour Package: 37%, Free-time Package: 44%, Individual arranged travel: 16% Purpose: Relaxation (53%), Natural Beauty (46%), Travel Time (29%), and Shopping (28%) b. Purpose of Visit M A R K E T G R O W T H Purpose of Visit (First half of 2015) 7.0% 24.0% 64.0% 5.0% Package Honeymoon FIT MICE c. Growth in Korean Arrivals in the last 12 months: 2014 vs. 2015 Korean Arrivals 2014 2015 Growth Total (Leisure + MICE) 308,037 427,900 40% MICE 26,686 38,927 46% d. Guam Airlift Update In 2015, Jeju Air, Air Busan, and T Way launched flight service to Busan and Daegu, respectively, offering easier access from other parts of Korea. Jeju Air and Air Busan started operating Busan-Guam flights, and T way operating Daegu-Guam, in addition to Page 16 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan its Incheon-Guam flight. Airline Incheon-Guam Frequency KE113/114 Air Seats 272 KE111/112 276 Daily 138 4 times a week LJ643/644 183 Daily LJ641/642 183 Daily 7C3102/3101 189 Daily 7C3106/3105 189 Daily 189 4 times a week 189 Daily 189 3 times a week 162 4 times a week Korean Air Jin Air Busan/DaeguGuam KE2115/2116 (Gimhae, Busan) Jeju Air 7C3154/3153 (Gimhae, Busan) TW301/TW302 T Way Air Busan TW311/312 via KIX (Daegu) BX612/611 (Gimhae, Busan) Daily As of February 2016, there are total of 64 weekly flights (12,890 seats/week) connecting Guam, from Incheon, Busan, and Daegu in Korea, with GVB in talks with major travel agencies about operating additional charter flights during summer peak season. The latest and another exciting news on the air seat inventory for Guam is that starting March 28 of 2016, Jin Air will be launching a new flight between Gimhae Busan and Guam four times weekly, adding a net capacity of approximately 23,000 seats in 2016, and potentially generating approximately $30 million (inclusive of airfare) in incremental revenue for the Island. Page 17 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan CONDITIONS IN THE MARKETPLACE STRENGTHS WEAKNESS Easy access Limited Hotel to Korean Market Good tourism infra structure Hotels need facelift Safe and Exotic envirnment Lack of new Experience, Product Variety of activities and attractions Optional tour cost People & Hafa Adai Aging public facility High visitor satisfaction Airport arrival experience dreadful Abundance of Shopping site & Resta urants I N No VISA required destination OPPORTUNITIES Upcoming increase of flights Traveler's concern on safety issue Spread to fiive-day workeek Changed perception in Korea of ove reas travel - important part of life MICE Business Increasing passenger demand Sports and Edu-Tourism Korean Investments C O N D I T I O N S THREATS Impact of upcoming Hawaii Visa Waiver Tough competition among similar d estinations Open sky (China...) Fear on the natural diseases in oers eas Economic Downturn Currency Valuation T H E M A R K E T P L A C E Page 18 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan STRENGTHS Easy access with direct flight Koreans prefer to visit the destination where the direct flight services are available because of their short vacation period. There are three national carriers operating Guam and Korea. Good tourism infra structure Guam is the tourist destination where many things to see, experience and various types of accommodations, shopping, F&B, etc. GVB has invested lots of budget to maintain the nature of Guam including the Tumon Bay and to develop the infrastructure including the lighting on the streets for the safety, etc. Safe and Exotic environment Guam is one of the safest destinations Koreans can travel to and Guam has the beautiful nature including the coral beaches that cannot be found in Korea. Variety of activities and attractions Travelers can enjoy many activities on Guam as well as the tourist attractions such as the Two Lovers’ Point, Fort Nuestra Senora de La Soledad, etc. People & Hafa Adai Guam peoples are friendly to all visitors and welcome all with the word of Hafa Adai. Guam’s friendly people are it’s best asset. The cultural experiences to be gained from a trip to Guam are quite unique and highly memorable. It truly is a differentiating aspect from competitive destinations. High visitor satisfaction Guam is one of most popular destinations for Korean travelers and so the number of repeat visitors to Guam is increasing continuously. Abundance of Shopping site & Restaurants From the night market to the duty free shops, there are various types of merchandises and places for shopping. Also, there are various style of restaurants to experience. No VISA required destination WEAKNESSES Limited Hotels to Korean Market In the peak season, many Korean travel agencies are facing hard time in getting rooms as most of hotels are fully occupied by Japanese. In fact, the leading time of reservation by Japanese is longer than Koreans because there are many last minute bookings from Korea. So hotels prefer to give more blocks to Japanese market. Hotels need facelift Current facilities are in need of upgrading. Room quality is in question when comparing Guam to other competing destinations. This is evident in GVB’s Korean Market exit surveys where overall accommodations score falls below 5 on a 7 pt scale. Page 19 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Lack of new Experience, Product It is not easy for the repeater to find new activities on Guam. Though hotels continue to renovate their facilities and services yearly, there is a lack of new tourist attractions on Guam compared to other countries. Optional tour cost Compared to other competing destinations especially in South East Asian destinations, the cost of optional tours in Guam is quite expensive which increase the package prices accordingly. We all know it is beyond government control, but it is obviously one of weaknesses affecting Guam package prices. Aging public facility Guam is within 4 hour flight distance from Korea same as such destinations in S.E Asian like Phuket, Cebu, Hainan, etc. While new hotels and facilities have been built in those destinations especially targeting Korean travelers, there is less chance for travelers to find out the new properties or facilities on Guam. When we consider over 16 percent of repeat travelers, it is required for Guam government to induce more business opportunities to Guam from overseas through the aggressive effort in bringing in the investors to Guam. Airport arrival experience dreadful Airport cleanliness and the security processing time are critical factors in the arrival/departure experience for Korean travelers. 34% of travelers have had the security processing experience be between some affect and great affect to their overall experience. 8% of survey respondents said that they wouldn’t come back because of this. OPPORTUNITIES Upcoming increase of Flights Korean Air is planning to operate Busan-Guam flights as the regular service flight and Jin Air, and Jeju Air are expanding to Busan Gateway. And thanks to the increase of market demand, major travel agencies have decided to operate the charter flights in Korea-Guam route in this summer season. Travelers’ concern on safety issue Due to many natural disasters and conflicts among countries, Koreans’ concern on safety has been increased rapidly which can be selected as the most important fact in selecting destinations. As Guam has been positioned as the safe destination, it can be the opportunities Guam can expect more visitors from Korea. Spread of five-day workweek and start substitute holiday from 2014 Guam is a 4-hour flight distance only and has natural beauty Korean weekend travelers are looking for. So more Koreans can visit Guam during their weekend. Changed perception in Korea of overseas travel - important part of life Koreans tended to save their incomes for purchasing houses instead of spending them for leisure. However, the current market trend shows that Koreans become to realize the importance of quality of life and the healthy life. To get rid of the stress coming from the daily lives, more Koreans are willing to spend their money for travelling both in Korea or abroad. And Korean parents want their children to experience various cultures and languages, which accelerate the increase of family travelers in the holiday season. MICE Business Page 20 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan The leading Korean travel agencies consider MICE business a significant portion of their business while MICE business to Guam only represents roughly 5% of their overall Guam business. New facilities are being introduced to the market (Dusit Thani) that will enable greater accommodation for larger MICE groups. There should be a greater focus on this segment. Increasing passenger demand through strong Marketing and PR Activities Travel trade has responded with record seat capacity servicing Guam from Korea. It’s paramount that GVB stir consumer demand with strong marketing and PR activities. Korean pop groups, sports teams and TV drama provide the best opportunities for Guam affiliated branding that can drive market demand. Sports and Edu-Tourism Like MICE opportunities, sports and education tourism are worthy segments for growth. Signature events such as the Guam International Marathon and Koko Road Race provide for increased sports tourism travel. Additionally, GVB’s recent signing of MOU with Korean Professional Baseball Players Association is a great opportunity for enhanced visibility for the destination. UOG has made great strides with increasing its English Language program enrollment through strategic partnerships with key Korean Universities. These activities should be thoroughly supported and enhanced with greater sales and promotion focus. This growing segment requires additional support. Korean Investments More support and activity is needed for attracting Korean investments into Guam. Strong government support should be encouraged and GVB should enhance its promotion efforts to include investment opportunities. THREATS Impact of upcoming Hawaii Visa Waiver Hawaii has the similarity with Guam in terms of nature. Additional carrier operating Korea-Hawaii, Hawaiian Airlines, will enable more Koreans visit Hawaii than ever before. Tough competition among similar destinations There are many good tour products going S. E. Asian destinations with cheaper prices than Guam tour packages. Saipan hotels are also doing the aggressive sales for Korea market. Open sky (China…) Korean government has tried to open its skies with more countries nowadays. Through the open skies, Korea can expect more exchanges between countries. Koreans can be easier to visit more countries connected with the direct flights. Fear on the natural diseases in overseas After Japan’s tragedy, Koreans’ fear on traveling overseas has been expanded. The possibility of having diseases such as H1N1 can be pointed as one of several obstacles making Koreans refrain from travel overseas. Economic Downturn Page 21 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Close monitoring of Korean economy is needed to analyze trends and consumer habits, especially those that affect disposable income. Any major downturn in the Korean economy will have negative affects on travel to Guam. Currency Valuation Frequent monitoring of won value to US dollar is necessary to gauge spending power of tourists to Guam from Korea. Tourism is Guam’s primary export and currency valuation is critical to this. Guam has seen the negative impacts on Yen valuation to US dollar. Health of airline carriers supporting Korea-GUM routes With record seat capacity comes the risk of airlines folding routes to increased competition. GVB must help ensure that carriers supporting the Guam routes are reasonably profitable. Any fallout from airlines pulling routes or changing to smaller equipment can adversely affect the market. COMPETITION For honeymoon market Korean honeymooners prefer resort-oriented destinations that have the 3 S’s (Sun, Sea and Sand) with lots of shopping opportunities. Regarding the honeymoon as once-in-a-lifetime chance, most honeymooners prefer the long haul and the unique destination where they are not able to visit twice. Korean honeymooners consider about the unique accommodation than the general such as the Pool villa (a villa with the exclusive swimming pool) and the specially designed rooms. For family market Families prefer the destination where they can experience lots of activities and rest at the same time. Families with young kids prefer the short-haul destination where they can enjoy the water activities. The safety is one of the important factors when they choose the destination. For Office Lady and Single market This market prefers the short-haul destinations, especially the destinations for weekend trip (night flight). Shopping attraction is one of the reasons to choose destination. For Sports/Leisure market For golf demand, China and Thailand are quite popular due to the cheap cost & green fee and the oversupply of air capacity to those destinations. More than 30% of Korean golfers abroad last year visited China. For MICE market As this target audience is regarded as high-yield market, NTOs are providing special benefits such as welcome dinner, per-diem, transportation subsidy etc. Especially Southeast Asian countries are keen to attract the MICE group tours. SAIPAN, MARIANAS ISLANDS CEBU, PHILIPPINES Page 22 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Strength - Short flight time from Korea - Increase in air access by LCCs - Safe, clean and family-friendly environment - Availability of all-inclusive resorts and hotels owned by Koreans - Increase in marketing budget for Korea Strength - Availability of budget hotels/packages compared to other island destinations - Convenience in securing rooms by travel agencies (agents have hotel room blocks) - Diversity of tourist attractions - Short flight time (almost same as Guam) - Increase of flights (LCCs) Weakness - Limit of accommodation - Lack of tour infra-structures - Limit of shopping centers Weakness - Safety issue - Less natural than other destinations in S.E. Asia - Sanitary issue PHUKET, THAILAND HAWAII, USA Strength - Plenty of accommodations, in all ranges - Diversity of tourist attractions - Wide range of themed tour packages - Availability of private pool villas to offer to honeymoon market - Plenty of airlines for Korea-Phuket route Short flight time – almost same as Guam Strength - High awareness as luxury, high-end, and romantic destination - “Dream” destination amongst many Koreans - Increase in air seat capacity including LCC such as Jin Air - High satisfaction by Korean visitors – nature, travel infrastructure, culture, etc. - Availability of luxury class hotels Weakness - Overheated competition among ground operators - “Done that, been there” image Weakness - Lack of hotels rooms - High cost compared to other destinations - Low quality of Korean tour guides island leisure MARKETING STRATEGY TRAVEL TRADE MARKETING STRATEGIES Relationships are key to doing business in Korea. All managers dedicated to the GVB account who have spent many years developing their industry relationships throughout Korea on behalf of GVB HQ, will be working day to day meeting with the key stakeholders in Korea. The Korea team will bring their unique Korea-wide networks with all the major travel trade, key media, leading airlines, significant brand partners, and government agencies. The Korea team will be working actively with all the key players in Korea’s outbound travel trade including the leading travel agencies that the team is in daily contact, as well as niche travel agencies in key target segments including romance/honeymoon agencies, golf travel agencies, incentive travel agencies etc. We will work closely with these key accounts in areas ranging from, but not limited to, online/offline sales promotion, FAM trips, TV home shopping, M A R K E T I N Page 23 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan sales collateral development, etc. to boost Guam sales and to develop new tour products targeted to special lifestyle segments such as family, gourmet, romance, and shopping together. The Korea team will conduct diverse cooperative marketing programs with key industry partners to introduce and promote Guam, integrated with online and offline marketing channels to extend Guam’s position as an FIT and family destination of preference, as well the idyllic destination of romance among general consumers. In 2017, the Korea team will also put an emphasis on marketing Guam to Korea’s secondary cities such as Busan and Daegu. The Korea team will work closely with airline partners and travel agencies in secondary cities including Busan and Daegu regions to help support the agencies and to generate loyalty. MICE STRATEGIES Capitalizing on our already established relationships, and leveraging our various marketing programs, the Korea team will work aggressively with key MICE organizers to select Guam as their MICE destination. The team will identify potential groups to generate new bookings to Guam as well as to shift groups that may not have made a final decision on the destination. G S T R A T E G Y The booking window for Korean MICE groups is much shorter than that of the US market. Smaller groups can be turned around in as little as 1 to 2 months, and larger groups in 6 to 12 months. The Korea Team will strategically target group leads that can be materialized in the 6 to 18 months’ time frame, to fill the 2017 production period. The Korea Team will focus on generating repeat groups through target sales calls and promotions, and in addition, aggressively target new niche markets, particularly within the women and sports & leisure sectors. The Korea Team will continue to educate corporate end-users by showcasing the variety of facilities that Guam has available for MICE groups, implementing corporate end-user FAMs, events and seminars inviting major key MICE end users who have potential to bring groups to Guam in the short term period. The FAM trips will be organized on a small scale consisting of select corporate groups who are actively searching for MICE destinations. We will introduce the various types of infrastructure for MICE and services. There are many hotels with the facilities required for MICE groups. Together with the supports of hotels and other services, the Korea team can try to induce more MICE groups to Guam. We’re planning to diversify the types of services it can offer to MICE group as per the size of groups, period, length of stay, etc. The Korea Team will focus on developing two new niche markets: (1) Women’s Groups (2) Sports & Leisure groups. As such, intensive educational and training events and support will be provided for these new partners in the initial stages. Also, we will provide active support to MICE agencies needing destination information for their bidding, provide imageries and other Page 24 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan contents necessary to create information packages to solicit these potential groups. AIR ACCESS STRATEGIES Our air access strategies will focus on delivering sustainable air services in order to achieve the goal of attracting visitors for 2017. Since Guam is an isolated island, wide availability of air access is extremely important. Good news is that, over the last several years, there were several new routes launched to Guam, departing from various cities in Korea. This included the Busan-Guam route by Air Busan, as well as the Incheon-Guam and Daegu-Guam routes by T’way. To further stabilize and increase airlift between Korea and Guam, the Korea team will conduct strategic marketing activities working together with airline partners, building relationships, identifying weak demand periods which require support, improving the quality of the traffic mix onboard the airplanes and going to market together in joint sales activities. The Korea team is very well aware of the importance of collaboration, and will focus our joint efforts on this to further increase travel to Guam. Specifically, we will work closely with each of the relevant airlines, deploying different tactics to each individual airline to ensure that all airlines stay healthy in terms of load factor, yield, and profit margin. SOCIAL MEDIA MARKETING STRATEGY Distribution of SNS in Korea is 59% nowadays. Korea has taken the first place in 2015 and 2014 as well in Asia. As domestic SNS users' scale is almost close to 30 million people, it is kind of slowing growth in using SNS at the present. Since SNS market has been slowing down and users are getting smarter, advertising efficiency is slightly falling down. Even if GVB is running social medias like Facebook, Twitter, and YouTube, we need to create new SNS accounts such as Instagram, SnapChat, and Kakao friend and publicize. In addition, according to the SNS market and growth trends of Korea, it seems necessary to put efforts to expose SNS advertisement in product / brand for the users. Furthermore, we need to establish the new structure of SNS promotion and utilize 'social media influencer' as well. Word of mouth that flows through influencers is another connecting link of social media. And it is totally effective. Now, it has been slightly increasing that many companies are developing social marketing strategy called " Strategic Word of Mouth". S O C I A L M E D I A M A R K E Page 25 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Digital Measurement Benchmark 1. Increase Guam online share of voice against competitors by _____x_____% in FY2017. 2. Increase social media fan base/following by _____x_____% in FY2017. 3. Raise total Guam reputation score by _____x_____% in FY2017(via social media index). 4. Develop online evangelist/loyal customer program for viral marketing and recruit _____x_____% numbers of online influencers. 5. Improve website marketing performance in the following categories: Total numbers of incoming website traffic by _____x_____% in FY2017. Total numbers of traffic referral from social media sites by _____x_____% in FY2017. Average time on site per user by _____x_____% in FY2013. T I N G S T R A T E G Y MARKET INFORMATION 1. List major official public and school holidays Oct. 3, 2015: The National foundation Day of Korea Oct. 9, 2015: Hangul Proclamation Day Dec. 19, 2015 – Jan. 31, 2015: School Winter Vacation Dec. 25, 2015: Christmas Holiday Jan. 1, 2016: New Year’s Day Feb. 7 - 10, 2016: Lunar New Year Feb. 20 - Mar. 1, 2016: School Spring Vacation Mar. 1, 2016: Independence Movement Day May 1, 2016: Labor Day May 5, 2016: Children’s Day May 14, 2016: The Buddha’s Birthday Jun. 6, 2016: Memorial Day Jul. 23 - Aug. 21, 2016: School Summer Vacation Aug. 15, 2016: National Liberation Day M A R K E T I N F O R Page 26 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Sep. 14 - 16, 2016: Korean Thanks Giving Day M A T I O N SMART Goals S.M.A.R.T. goals stands for smart, measurable, attainable, realistic, and timely. Please ensure that all goals are quantifiable. Specific - A specific goal has a much greater chance of being accomplished than a general goal. (Who, what, where, why) Measurable - Establish concrete criteria for measuring progress toward the attainment of each goal you set. Attainable - When you identify goals that are most important to you, you begin to figure out ways you can make them come true. You develop the attitudes, abilities, skills, and financial capacity to reach them. You begin seeing previously overlooked opportunities to bring yourself closer to the achievement of your goals. Realistic - To be realistic, a goal must represent an objective toward which you are both willing and able to work. A goal can be both high and realistic; you are the only one who can decide just how high your goal should be. But be sure that every goal represents substantial progress. S M A R T G O A L S Page 27 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Timely - A goal should be grounded within a time frame. 1. Increase Korean Arrivals by 5.3% from 475,000 to 500,000 o Joint GSA and PR efforts to expand trade and consumer outreach and awareness. Increase hotel room availability via KGTA/JGTA coop for early release of J room blockage Increase seat capacity from 535,000 to 570,000 with increased Busan flights from 4X/wk to daily and/or additional carrier. Focus on delivering sustainable air services in order to achieve the goal of attracting visitors for 2017 Increase market share from 2.1% in FY16 to 2.2% in FY17 Increase return visits from 21% in FY16 to 22% in FY17 2. Increase Yield (From FY15 of $517.00/pax by 10% to $568.00) MICE Market: Target increase by 25% to LY o Collaborate with AMCHAM Korea for member supported travel already in place o Outreach to Amway and large corporations o 50 pax under small giveaway and guide book 50 pax + Airport greeting service 100 pax+ Won 10,000/pax incentive, MG Photo session and culturaldance team 500 pax+ Street banner placement Sports Tourism: Target increase of 20% to LY o Guam International Marathon: 500 to 570 Runners o KKRR: From 250 to 280 Runners o Soccer Clubs: From 4 teams to 5 teams o Baseball Clubs: From 1 team to 2 teams o Rugby Clubs: From none to 1 team o Sister City Sports Exchanges: Develop with Busan City. o Golf Promotion: Stimulate exposure of Guam as a golf destination and increase the sales of golf tour product to Guam targeting high-yield consumers Kalpak +: Target affluent travelers using Kalpak and others o Coop with KE and other airlines’ high end travel bookings o Coop with local luxury lodging and optional activities to drive spend 3. Establish Busan/Daegu Gateway o Convert all flights to regular schedule flights to daily o Additional air carrier o Work with KGMC for secondary city outbound incentives and promotions o Deploying different tactics to each individual airline to ensure that all airlines stay healthy in terms of load factor, yield and profit margin o Meet with and entice other carrier to consider Guam direct flights from Daegu Follow-up work with GIAA for new carrier incentives Visit Busan for continued meetings FAA documentation / certification process support 4. Educational Programs o Work with travel agencies to develop English Language Learning packages for Page 28 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan o 5. Guam Organize travel agent fam tour to meet with organizations that promote educational programs on Guam Increase SNS followers/likes by 20% o Increase Facebook likes by 20% from 10,985 to 13,182 in FY17 (*The Number of Likes as of Mar 17, 2016: 10,985) o Increase Twitter Followers by 20% from 2,132 to 2,558 in FY17 (*The Number of Followers as of Mar 17, 2016: 2,132) MISSION Continue high visibility and presence in the marketplace We are planning to increase the consumer awareness on Guam as a steady popular destination for all market segments with the relevant partners in both trade and other industries in order to create the synergy effect in the marketing. Related to the above objectives, we’ve planned to work with diverse partners like as hotels and airlines for the increase of brand awareness on Guam. And we will keep diversifying the chances of working with agents and airlines for the direct sales increase as what we have done last fiscal year. The effort to increase the air seat capacity between Korea and Guam will be continued in this year. We also plan to organize the sales volume incentives, seminars for agents in other cities, workshops with facilities in Guam, online sales promotions with agents etc in this year as well as to reinforce the wide publicity on Guam through the diverse media tools. M I S S I O N Build up the image of Guam as a Destination accommodating all the age groups from youth to senior Comfort - Utilize “COMFORT” concept to promote Guam as a “leisure” destination: Guam is recognized as the destination for relaxation for most of Koreans. GSA will continue to maintain the concept in every sales and marketing promotions because nowadays Koreans’ most wants from the overseas trip is related to the “COMFORT”. Ladies - Position Guam as a “shopping” travel destination, using the various shopping centers in Guam: Will try to carry on Guam as the shopping destination by introducing the diverse types of shopping facilities. Family - Build the image of Guam as a “Family” destination like home away from home: As the 5 day working system is widely adopted and Koreans are largely concerning on the healthy life, they are willing to increase of budget for ‘Travel’. As the most dominant market segment is the group in their early 30s who newly created the families, GSA will create the diverse tour programs for this market with young kids and increase the market segment. Page 29 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Dynamic - Position Guam as a dynamic destination and actively target various sport-related SIT groups and young generation: SIT is directly related to the FIT market growth. As there are many attractions on Guam for each target such as golf, scuba diving, etc, it is required for GSA to introduce the attractions and facilities in order to attract the SIT market segment through direct sales with partners. Hafa Adai - Use “Hafa Adai” to promote the history and culture of Guam and use it in various promotions: Though Guam is good for ‘Relaxation’; Guam also needs to introduce its long history and local culture to Korean travelers especially to young and silver generations. Introduce Guam’s history and its culture through the various types of publications and TV programs. Silver - Create and develop diverse programs for senior generation: As this market segment is getting bigger and bigger, GVB Korea has tried to develop the special programs with travel agents such as the Gold Silver Packages with Mode Tour etc. Marketing representative will research the needs of this market segments to attract more senior arrivals to Guam. Romantic - Distinguish Guam as a romantic and modern-style honeymoon destination from those in S.E. Asia: Though the Korean honeymooners are heading for South East Asian destination where they can find the ‘Pool-Villas’ which has the private swimming pool at a separated accommodations, Guam has also many attractive points for this market such as the geographic proximity, diverse types of accommodation, pure nature, well developed tourism facilities, etc. Marketing representative will expose those attractive points on Guam for this market through the wide media exposure and the creation of honeymoon packages with hotels on Guam Page 30 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKETING OBJECTIVES The role of the tourism office is changing. There is more pressure to deliver both cost-efficient and effective measures to win over the hearts of the potential travelers against competitive destinations. The industry is challenging us to find out more about consumers’ inner needs, be on top of the trends, and even lead them to unique experiences that exceed their expectations. We will need greater hands on participation and involvement at the core of the industry. We will need to become the brand leader for our destination, or else we will lose out to those destinations who are more aggressive and action oriented. It is critical for us to deploy a strategy that addresses and balances the needs of both our consumers and travel trade partners to design and implement tactical programs that can satisfy a broad spectrum of our customers, and improve the profitability of all stakeholders. In the next 3 years, we will focus on building the image of Guam as a “Family” destination, like home away from home: As the 5-day working system is widely adopted and Koreans are largely concerning on the healthy life, they are willing to increase of budget for ‘Travel’. As the most dominant market segment is the group in their early 30s who newly created the families, the Korea team will create the diverse tour programs for this market with young kids. Position Guam as a “shopping” travel destination, using the co-promotion with various shopping centers in Guam: The Korea team will try to carry on Guam as the shopping destination by introducing Shop Guam Festival and the diverse types of shopping facilities. Those shopping centers can develop its exposure and promotions by offering their souvenirs and coupons for the certain promotional period. Guam is an ideal destination for visitors seeking for “Relaxation” & “Safe resort destination” concept. The Korea team will continue to maintain the concept in every sales and marketing promotions because nowadays Koreans’ most wants from the overseas trip is related to the “safe” and “Relaxation”. Though many Korean honeymooners have started to head out to new destinations further out, or prefer hotels and resorts that offer ‘Pool-Villas,’ Guam with its geographic proximity to Korea, continues to stay strong in the honeymoon market, with many tourist attractions, variety of accommodation with ocean front views, dining choices, pure nature, Korean-friendly services. We will incorporate Visit Guam 2017 Campaign “Love Guam” in all of our marketing and PR, travel trade, media, and social media promotions, to ensure that consistent message is penetrated across the board for maximum synergy and impact. M A R K E T I N G O B J E C T I V E S Page 31 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MARKET SEGMENTS Koreans’ positive perceptions of overseas travel and the abundance of information sharing through mass media and social media are expected to continue to boost growth of outbound tourism in the coming years. The recent boom of social commerce (social networks and websites that give product/service sellers access to a large pool of international travel consumers) is also contributing to this trend as they offer all types of travel products at unbeatable prices. Although the economic condition of the nation is threatened by the high rise of living costs and increasing proportion of household debt, outbound travel has not been negatively affected. On the demand side, the popularity of overseas travel is spreading across all age groups. Growth is also propelled by the diversity of affordable destinations. Our objective is to create a portfolio of tour products, responsive to the key lifestyle segments we have identified in concert with our travel agent and airline partners. These products will be supported through strategic PR initiatives with media and consumer marketing support, and appointing several opinion leaders as honorable Guam ambassadors to represent each key segment. As more and more travelers decide to travel on their own, we need to develop tour products that go beyond the traditional one size fits all, generic leisure product. These new products must specifically respond to the unique needs of their target lifestyle segment, under the broad umbrella of a Guam experience. Each of these market segments listed below, will have their own marketing plans to create products, awareness and demand within the segment, in concert with our industry partners. Family M A R K E T S E G M E N T S MICE FIT Page 32 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan TARGET MARKETS 1. FAMILY The family market is also seeing a change in patterns. The traditional ‘mom, dad and kids’ trips, is now expanding to include 3-generation trips, mom and daughter trips, family re-union trips, and senior couple trips (paid for by their kids). We will focus on developing the 3-generation trip product, given the rising number of families with very young children, middle age parents, and mobile grandparents. A family travel product to Guam with three generations all together will have to include tour programs that are not only relevant to all three age groups, but also offers breakaway activities catered to each group’s needs and interests. Because these groups usually travel in more than 5 pax, the economic potential of this traffic is highly attractive to all stakeholders. We intend to introduce travel agencies and media to the various tour programs and activities available in Guam that appeal to each age and interest group, to assist in the design of these products. We will promote and position Guam as a safe, welcoming and comfortable destination for Korean families, working with wholesalers and travel agents to promote family-themed tour products targeting summer/winter vacations and holiday seasons. 2. FIT - SINGLES IN THEIR 20S~40S, GOLD MISS This segment represents the new engine of the Korea travel market, and places quality of life ahead of most everything else. They make time for leisure and live for today with an insatiable quest to experience the best the world has to offer. They are repeat visitors once they find an experience that captures their interest, and will return to rediscover again and again. T A R G E T M A R K E T S According to the 2015 ITA Travel and tourism Top Markets Report, the top leisure activities of Korean visitors were sightseeing (81%), shopping (76%), visiting national parks (25%), fine dining (23%), visiting amusement/theme parks (20%), and participating in water sports (20%). However a significant number of Korean visitors at the same time took interest in culture and history related activities, such as visiting art galleries/museums (18%), traveling to historical locations (17%), visiting cultural, ethnic heritage sites (16%), and attending concerts/plays/musicals (16%). Korea is a highly educated society, with an insatiable quest for knowledge. These travelers are not satisfied with parking themselves at a destination, but want to explore the cultures of the places and people they visit. We will work with major media outlets in Korea including national dailies, TV, travel periodicals, and trade publications to arrange press visits to generate in-depth coverage of Guam’s unique Chamorro culture, arts and history. Create a quarterly newsletter carrying in-depth information on Guam’s culture and history, to be sent to key media, tour planners, and agents in the travel trade, and general consumers. Also, we will organize social media or/and professional photographer FAMs to produce online viral contents for authentic culture and local life on Guam. 3. MICE Page 33 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Over 90% of current MICE visitors from Korea to Guam come from corporate incentive groups and social gathering groups. Target vertical industry segments with high proportion of incentive travel activity and MICE potential. Target segments include: Insurance Education Finance Food/Retail Services (Multi-Level Marketing) Healthcare/Medical Technology Manufacturing (Industrial Conglomerates) We will target the top companies with known activity in the above industry categories, and work with local chapters of major conferences being held in Guam, to stimulate interest, awareness, and demand amongst potential Korean delegates to participate. 4. SIT – GOLF AND OUTDOOR SPORTS SUCH AS MARATHON “Leiports” is uniquely a Korean concept, which encapsulates elements of the Western-based terms leisure, sports, travel, and tourism. Leiports (leisure + sports) is one of the key travel themes that we intend to promote for Guam in Korea by developing media projects built around new Guam Leiport travel itineraries, which will be launched in the market through our key travel trade partners. Signature events such as the Guam International Marathon and Koko Road Race provide for increased sports tourism travel. Additionally, GVB’s recent signing of MOU with Korean Professional Baseball Players Association is a great opportunity for enhanced visibility for the destination. Koreans have always enjoyed participative sporting activities, however, Korea is now experiencing a passive sports boom as well with many Koreans becoming avid sports fans. This has been fostered by the emergence of Koreans on the world sports scene, in particular, Korean footballers in the English Premier League, professional baseball players in the US and a concentration of Korean golfers in the PGA/LPGA. Our activities in this segment will be targeting both the aspirational sportsman and the practicing sportsman, with an emphasis on Guam’s golf offering supremacy. 5. ROMANCE We will continue to highlight Guam as the favorable romance destination by associating Guam with romantic themes including: proposal trips, honeymoons, wedding snap-shot trips, wedding anniversaries, vow renewal ceremonies, destination weddings, and celebrity weddings. In line with it, we will organize FAM trips inviting select travel agencies, bloggers or media to introduce the diversity of Guam that are appealing to the romance market. We will pitch TV drama and reality TV show projects in which Guam can be portrayed as a romantic destination for couples of all ages. 6. HEALTH AND WELLNESS Koreans are becoming increasingly health centric, as the environmental stress of Korea’s urban density and pressures of a workaholic work regimen takes its toll on health. Wellness and relaxation in Guam is certainly considered a top attribute as Korean travelers plan their vacations, especially active seniors and office workers with heavy work burdens. Guam is renowned for its healing properties, a differentiating factor we intend to capitalize on. We Page 34 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan intend to create tie-in editorials focusing on health and wellness travel to Guam working with major media such as lifestyle, luxury, and business magazines. Develop and promote “Rest and Relaxation” themed tour products for eco-tourism and spiritual attractions with travel agencies and airline partners targeting the silver market that are made up of people that are retired with high disposable income and plenty of time to travel. Family HEALTH AND WELLNESS FIT ROMANCE MICE SIT POSITIONING STATEMENT TRAVEL AGENCY CO-OP SUPPORT AIRLINE CO-OP PROJECTS P O S I T Page 35 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan SPORTS PROMOTION I O N I N G M.I.C.E PROMOTION KGTC & KGMC& YEBAEKHOE MEETINGS TRAVEL/MICE FAIR & ROADSHOW S T A T E M E N T MARKETING PROGRAMS AND PROMOTIONS 1. Industry Trade Promotions TV Home Shopping Promotion Objective: promote signature and new Guam tour packages through the TV Home Shopping networks; CJ O Shopping, Hyundai Home Shopping, GS Home Shopping and Lotte Home M A R K E T Page 36 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Shopping I N G TV Home Shopping is one of the major marketing and sales channels among Korean travel agencies as they can visually promote the destinations targeting B2C through a TV medium that has extremely high reach. Travel agencies then follow up after the one-hour broadcasts via their own online and offline channels, offering post-TV Home Shopping promotions. We will support key travel agency partners with their TV Home Shopping promotions to showcase and introduce new types of tour packages of Guam targeting key lifestyle segments that we will develop in concert with the operators. T-Commerce Promotion Objective: secure immediate sales of Guam tour products to increase traffic during shoulder periods A N D T-Commerce promotion is one of key marketing tools in travel industry with competitive price over TV Home Shopping. T-Commerce is a term describing trade via digital TV-set which acts as a marketing channel enabling bidirectional communication-enabling interactive advertising and addressable advertising. It’s part of electronic business and ecommerce. In Korea, we have 10 TCommerce channels are such as K Shopping (Korea Telecom), B Shopping (SK Broadband), Dream & Shopping (Shinsegae Department Store), and GS My Shop (GS Home Shopping). We will support key travel agency partners with T-Commerce promotions to showcase and introduce new types of tour packages of Guam targeting key lifestyle segments. Social Commerce Promotion Objective: collaborate with key travel trade partners to promote and tour products targeting FIT travelers on social commerce sites, which offers the promotion for a limited time only, to generate maximum attention and results P R O G R A M S O B J E C T I V E S Social commerce is a term used for sellers of products and services who use social networks to access a large pool of consumers. With the increase in popularity and comfort ability of Ecommerce in Korea, tour products have taken an Page 37 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan important position in most powerful social commerce sites such as Coupang, Ticket Monster, and We Make Price. GVB Korea marketing representative in cooperation with key travel agencies will conduct social commerce promotions with highly competitive Guam tour products, inclusive of air, targeting the younger, more price sensitive generation in their 20s ~ 40s with an economic cost. Airline Coop – Sales Contest Objective: stimulate Guam booking from major cities including Seoul, Busan and Daegu collaboration with airline partners during shoulder seasons We will collaborate with airline partners for Seoul, Busan, and Daegu regions to conduct sales incentive promotions targeting the shoulder periods to encourage key travel agencies’ sales to Guam. The criteria for sales incentive promotions is for each of the participating travel agency to achieve a sales increase that is greater than their results from the same period of the previous year. Agencies that have achieved the goal and fulfilled all requirements will be entitled to receiving the sales incentive. Hafa Adai Tee Off – Golf Promotion Objective: stimulate exposure of Guam as a golf destination and increase the sales of golf tour product to Guam targeting high-yield consumers The golf market is steadily growing, and overseas golf travelers to long-haul destinations are a key target market segment in Korea. In collaboration with Korean Air, industry partners and select golf specialized travel agencies, Korea team will create and promote golf tour products targeting select customers including Korean Air’s premium passengers, members of premium golf clubs, VIP members of credit card companies and department stores, by offereing added value or benefits of playing at signaure golf courses in Guam such as Mangilao Golf Course. Leverage the versatile marketing channels of Korean Air and participating partners to promote Guam as in ideal ‘golf destination. MICE Incentive Program Objective: strengthen Guam’s competitive position in the Korean market, and grow Guam’s MICE market share We will deliver added values and perks for MICE organizers who bring their events to Guam. The team will also provide support with pre-departure preparations for their MICE groups, and if necessary introduce the group to appropriate entities/agencies for the smooth operation. Korea team will provide the following support to MICE groups who chose Guam: 50 pax under: small giveaway and GVB guide book 50 pax+: Airport greeting service Page 38 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 100 pax+: 500 pax+: KRW10,000/pax incentive, group photo session and cultural dance team Street banner placement in Guam Sports & Leisure Marketing Objective: establish Guam as an emerging and exciting destination to host international sports and leisure events, capitalizing on Guam’s natural environment, ideal geographic location and modern infrastructure Korea is already well known for being a sporting powerhouse that produces global athletes and sports fanatics. Now, with the on-going “wellbeing” and healthy lifestyle trend in Korea, there is growing demand for expansion of leisure sports tours and activities. We expect to focus on the following group sports and leisure activities as part of the MICE target: Golf, Baseball, Marathon, Cycling, Tennis, Triathlon, etc. Sports Tourism Promotion Objective: To promote Guam as a destination for various sports through Guam's existing and newly created sports event. GVB Korea marketing representative will put a lot of efforts into promoting the existing sports event that are annually held in Guam, such as Guam International marathon and XTERRA Guam. In addition, in collaboration with media, we will seek opportunities bringing sports events to Guam that are interesting and popular among Korean audience. 'Professional Baseball Players Match play Championship in Guam' which was aired on MBC Plus channels in 2016 can be a good example. Page 39 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Travel Agent Ambassador Program Objective: identify top ten MICE travel agencies generating high volume MICE groups. The key here is to identify companies as well as persons who have the power to influence the selection of MICE destination when there are MICE group biddings; develop and provide special, personalized incentives to these agencies based on the target group; maintain consistent contact in person and by other communication methods to ensure Guam remains as a one of the ideal MICE destination; provide immediate feedback to questions or request for information, making theses top ten MICE travel agencies high-priority and ensuring consistent high-quality service. Promotion with Corporations and Associations Objective: working with select TMCs (Travel Management Companies) who have affiliations with large conglomerates in Korea, to develop leisure package products to offer to the executive-level employees and their families Large conglomerates or associations, such as Samsung, LG, Hyundai, Korean Teachers’ Credit Union (KTCU), have either in-house travel agencies or affiliated agencies who handle both corporate and leisure travel for the companies’ employees The KTCU in particular, works with an agency who operate travel and leisure business through its reservation website, which is promoted to over 700,000 of KTCU members. Group sales from KTCU members will generally be composed of KTCU members and their families. Major corporations of Samsung and LG have over 100,000 employees, with at least twice more than these numbers when their family members are included. GVB Korea Marketing Representative can leverage this massive network and work closely with corporate travel management companies (TMCs) to actively develop MICE travel products to Guam. We can expose Guam travel products on the intranet of Korea’s major corporations such as Samsung and LG, as well as through TMC reservation and websites. 2. U.S. Commercial Services Programs and Activities Collaborate with AMCHAM Korea for member supported travel 3. Sales Market Development Opportunities Promotion of “Love Guam” Campaign Objective: initiate slogan campaign on GVB’s annual campaigns, in collaboration with key travel trade partners in Korea to promote GVB’s 2017 campaign; Love Guam. Leverage the marketing channels of key travel agencies, airline partners and media for maximum impact Page 40 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan GVB Korea marketing representative will work with major travel agents to incorporate GVB’s “Love Guam” campaign slogans in their sales promotions on on-and-offline channels for Guam. We will also advise them to actively utilize – hashtag #LoveGuam - on their social media channels to promote Guam products. GVB Korea marketing representative will develop a series of Guam tour products by working with key travel trade partners under these themes such as “Family Love”, “Honeymoon Love” and “Diving Love” by including activity option benefits that can be only experienced on Guam. We will also work with major wholesalers who host annual international travel shows to maximize the visibility of Guam under these key messages. Creating Guam Family Holidays (Guam Air-Tel Tour Product) Objective: develop Guam Air-tel tour products targeting FIT and young family travelers to Guam during shoulder seasons. GVB Korea marketing representative plans to work with airline partner/s to develop Guam Air-tel tour products, which provide benefits and valueadded services that offer a ‘touch of Guam.’ An example can be offering of Chamorro meal service for in-flight dining, or a souvenir that is unique to Guam. Patterned after the Thai Royal Orchid Holiday concept above, the offering will be sold exclusively through Korean Air’s website. Focus on Female-centric Organizations/Groups Objective: promote Guam among female-focused MICE groups by highlighting features and services that are female-friendly Korean women travelers are on the rise overall, both in business, leisure and educational group travels. First, the female labor participation rates are increasing in certain women-oriented businesses that require business travel, such as in cosmetics, fashion, health, and insurance industries. As for non-working Korean older women, group travel for social clubs continues to be vibrant, focusing on shopping trips and relaxation. Female university students continue to participate in overseas study tours in hospitality-oriented majors including hotel management and airline cabin service management. Guam offers components that have strong appeal to the female taste, such as fine dining, shopping, beautiful scenery, as well as a safe and pleasant environment. Our team will deploy tactics and campaigns that appeal to this market segment, to position Guam as a femalePage 41 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan friendly destination, keeping in mind that female consumers generally tend to seek value and “experience-led consumption.” GVB Korea marketing representative will form partnerships with event planners in womencentric companies, social clubs, and universities. Incentives may be provided to these female groups, such as personalized hotel comfort services or increased availability of safe transportation services. Primary and Secondary School Field Trips to Guam Objective: develop new vertical segment in educational tourism such as primary and secondary school field trips to Guam. In Korea, middle school and high school students travel around the nation for multiple days of a field trip. Some of the primary and secondary schools travel overseas for field trips, but most of the trips are made to the short haul destinations such as Japan and China. As overseas field trips are becoming a trend amongst Korean schools, marketing representative will tap into this niche market to introduce and promote Guam as the shortest flight-time destination in the United States, which will certainly be a positive factor when schools consider destinations for field trips. Marketing representative will approach primary and secondary schools to support their field trips on Guam and help work with the affordable LCC partners such as Jin Air, Jeju Air, T’Way, and Air Busan. 4. Travel Agents Media Familiarization & Networking Travel Agency FAM Trip Objective: educate key travel agents in Seoul, Busan, Daegu, and other cities about the diverse tourism attractions available on Guam. GVB Korea marketing representative will organize travel agency FAM trips for key travel agencies with a focus on Seoul, Busan, and Daegu targeting package, FIT, Golf, and MICE agents. We plan to work closely with airlines partners and industry partners conduct agency FAM trips inviting package agencies, Busan travel agencies, Daegu travel agencies, MICE travel agencies, golf travel agencies, and FIT/OTA agencies during slow shoulder periods. Page 42 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 5. Marketing Collateral Tools Travel Fairs to Consumers and Trade Objective: increase visibility and awareness of Guam targeting general consumers to support bookings for Guam during these fairs Two of the largest wholesalers, Hana Tour and Mode Tour annually organize their own travel exhibitions to showcase their tour products and services to both B2B and B2C. Hana Tour holds their event in June and Mode Tour holds theirs in October each year. Marketing representative will participate in these two major travel shows in Korea to represent Guam and differentiate the presence of Guam among other destinations. GVB booth will be developed with a theme that focuses on a specific product, destination, or an idea. We also look into participating in KOTFA (Korea Travel Fair) and BITF (Busan International Travel Fair) that are the two most major consumer travel shows in Seoul and Busan respectively. In addition, we will support Guam industry partners participating in these fairs by organizing Guam exclusive receptions to provide networking opportunities with the key stakeholders in the Korean industry. Travel Agency Educational Seminars / Nationwide Road Shows and Workshops Objective: educate travel agencies in Korea through a series of Guam destination seminars with key industry partners targeting Seoul and secondary cities nationwide including Busan, Daegu, Gwangju, Jeonju, and Daejeon. Marketing representative will conduct travel agency seminars on monthly basis in major cities inviting travel agencies, media, and other stakeholders. We will collaborate airline partners and Brand USA to conduct destination-training road shows visiting secondary cities targeting key wholesale agencies such as Hana Tour and Mode Tour, reaching out to hundreds of their retail sub-agencies that are located in nationwide. 6. Public Relations TV Program Filming Objective: To promote and expose Guam's attractions and natural assets to Korean and global viewers through major TV channels in Korea; MBC, KBS, SBS, TvN... and many more. Promoting through TV programs is one of most popular ways of conveying a mass message. It offers numerous advantages, offering a powerful impact and reaching a wide audience. Especially, Korean TV programs have a strong influence all over Asia, including China and Japan, as many of Korean dramas and variety shows are enjoying immense popularity in the Asian region. We will work with Korea's major TV networks and aggressively seek opportunities for the Page 43 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan exposure of Guam in order it to be recognized as a quality, safe, convenient and must-visit destination by audience not only in Korea but also in other parts of the world. 7. Advertising Time Board AD on Portal Sites with Travel Trade Objective: stimulate short-term sales by conducting time board banner advertisement promotions with key agents Time board banner advertisements are usually run for an hour in the morning or lunch time on key portal sites, because those times are the best timing for million audiences to surf for information. The target audience are usually the younger generation in their 20s~40s who usually visit portal sites at least couple times every day. GVB Korea Marketing Representative will conduct time board banner advertising as of coworking with key travel agencies and airline partners to sell a variety of Guam tour products at special rates including airline ticket only promotions and Air-tel (air-and-hotel combined) products. 8. Social Media/Online Campaigns 9. Representation Services TRAVEL AGENCY CO-OP SUPPORT: It is necessary to motivate wholesale agencies and Page 44 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan package T/A to sell Guam product with incentives together with Korean Air during the low season. Industry partner: Airline, wholesale and major package travel agents.To create more diverse Guam tour packages with T/A’s, GVB Korea will support any T/A with plans to sell special Guam tour packages and packages more aggressively during a certain period. AIRLINE CO-OP PROJECTS: GVB Korea marketing representative will organize diverse joint promotions with Airlines and others in joint consumer marketing promotions with airline marketing department, and Internet promotions with the online marketing department of airline. M.I.C.E PROMOTION: As the number of MICE groups to Guam has increased, GVB needs to enforce more marketing promotions for MICE groups, including high end travelers. With ‘MICE Seminars’, etc. to increase the market demand. More updated Guam guidebook on this market is in great need. SPORTS PROMOTION: Ko’ko’ Road Race & Guam International Marathon promotion with travel agent to boost runners participation. KGTC & KGMC MEETINGS: KGTC is an advisory body from Korea representing Korea’s travel industry. The main objective and mission of the KGTC is to provide intelligent suggestions and ideas to the Government of Guam via GVB. Through the KGTC & KGMC meetings, GVB hopes to improve its tourism product so that more Korean tourists choose to visit Guam over other destinations. KGTC& KGMC are to foster and strengthen relationships between the Korean tourism industry professionals, and tourism partners on Guam in the private and public sector. 10. Administrative Services Provide office space for performance of its obligations of acting as the GVB representative in Korea. Appoint full time professional staffers to be responsible for the implementation of the GVB’s programs. The marketing executive appointed to represent the GVB must be personally present and act as the main coordinator at any function being implemented on behalf of the GVB. Develop marketing programs per month, quarter, and year designed to meet the GVB’s requirement. Conduct market researches of the travel industry to determine the appropriate travel services that suits Guam, and identify possible tour programs – provide the market status through the diverse reports and article scripts for the better understanding. Initiate contacts with tour wholesalers, airlines, hotels, and travel agencies to establish favorable working relationships-diversify the contacts for the wide working environment. Initiate contacts and coordinate travel trade familiarization tours to Guam – develop the joint fam tour opportunities with airlines and agents for educating the invitees on Guam. Page 45 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Inform the GVB of any fact of occurrence that affects Guam’s interest. Plan, coordinate, and implement the GVB’s participation at international travel trade exhibitions, workshops, seminars, and special promotions – increase of visibility on Guam by attending the diverse functions related to tourism market. Coordinate direct mail campaigns. Page 46 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan FINANCIALS AND PROJECTIONS EXPENSE DISTRIBUTION PROGRAMS 1 2 FY2016 BUDGET $340,000 $34,000 $36,000 FY2017 BUDGET $340,000 $34,000 $36,000 % CHANGE 0% 0% 0% COMMENTS Maintain activities Maintain activities Maintain activities $60,000 $60,000 $200,000 $8,000 $123,000 $60,000 $60,000 $150,000 $8,000 $120,000 0% 0% -25% 0% -2.44% On-going activity On-going activity Continue program Maintain contacts Reduce Activities $22,000 $22,000 0% Maintain Activities 8 Marketing Retainer Fee Marketing Rep Incentive Bonus Marketing Representative Info Office/PR Expenses MICE Incentive Promotions Airline Co-op Promotions Travel Agency Co-op Promotions KGTC/KGMC/Yeobaekhoe Meetings Korea Marketing Activities /Sales Calls Road show Promotions 9 Website Operations & Maintenance $12,000 $12,000 0% Increase Activities 10 Sports Promotions – Korea/Guam $15,000 $ -0- -100% 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Traditional Printed Media Ads International Music Festival Consumer Promotions Online Promotions/ Campaigns TV & Music Video Filming on Guam Blogger Program Advertising New Ad Format PR Marketing Development TA & Media Familiarization Tours Mode Tour Int’l Travel Mart 2016 Korea World Travel Fair 2017 Hana Tour Int’l Travel Fair 2017 Busan Int’l Travel Fair 2017 SGF 2016/2017 Coupon Booklet Printing Promotional materials GVB Head Office Unanticipated Miscellaneous Expenses $48,000 $80,000 $60,000 $56,000 $299,000 $24,000 $10,000 $36,000 $80,000 $33,000 $40,000 $28,000 $35,000 $51,000 $48,000 $80,000 $60,000 $56,000 $262,000 $24,000 $10,000 $36,000 $80,000 $33,000 40,000 $28,000 $35,000 $51,000 0% 0% 0% 0% -12.37% 0% 0% 0% 0% 0% 0% 0% 0% 0% Funds from other source Maintain activities Maintain activity Maintain activities Maintain activities Reduce expenses Maintain activity Maintain activity Maintain Activity Maintain Activity Maintain activity Maintain activity Maintain activity Maintain activity Maintain activity $50,000 $260,000 $50,000 $260,000 0% 0% Maintain activity Maintain activity $2,100,000 $1,995,000 -5% 3. 4 5 6 7 25 26 F I N A N C I A L S TOTAL Page 47 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MONTHLY EXPENSE DISTRIBUTION Page 48 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan FY2017 Budget Marketing Retainer Fee 36% Marketing Rep Incentive 2% Sales Market Develoment MICE Promotions 6% 18% 4% 13% 2% 19% Airline Co-op Promotions Travel Agency Co-op Promotions Road Show, Fair & Fam Tour Advertising - Trade Media 1. MICE Promotions: Work with planner for MICE group to Guam by providing promotion subsidy. 2. Airline Co-op Promotions: Sales contest, Volume incentive promotion, FIT Promotion 3. Travel Agency Co-op Promotions: TV Home-shopping (Promote special packages for Guam through cable TV by the agents for 1 hour), Special page for Guam on their website, Social Commerce 4. KGTC/KGMC/Yeobaekhoe Meetings 5. Korea Marketing Activities / Sales Calls 6. Road show Promotions: To make presentations on Hotels, Airlines respective properties and all the things Guam has to offer 7. Website Operations & Maintenance: Continue to update information on the GVB Korea website; provide new tourism product developments information; and provide members to input their information. 8. Traditional Print Media: Working with various traditional media to place GVB Guam advertisements to build a greater awareness of what Guam’s tourism industry has to offer. 9. International Music Festival: GVB signature event and assist in identifying popular K-Pop entertainers to participate in the festival, and work with travel agents to build special packages to attend music festival. 10. Consumer Promotions: Develop consumer promotions in-country to promote travel to Guam during low season. 11. Online Promotions/Campaigns: Will promote all GVB signature events on GVB Korean social media platforms; develop campaigns to bring greater awareness about Guam’s brand and also promote travel to Guam during signature events. 12. TV & Music Video Filming on Guam: Will seek TV programs and Korean musicians that are interested in doing video filming on Guam and negotiate sponsorship cost and secure other sponsors. Page 49 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 13. Bloggers Promotions: Tie-in with online promotions/campaigns by inviting power bloggers to come to Guam and blog about their experiences and recommend Guam as a “must visit” destination. 14. Mode Tour International Travel Fair 2016: The fair is mainly focusing on the sales and suitable for the target marketing. Encourage GVB members to jointly exhibit. 15. Hana Tour International Travel Fair 2017: Hana Fair is one of the biggest travel fair in Korea with the participation of travel industry-related companies and organizations form over 30 countries. Encourage GVB members to jointly exhibit. 16. Korea World Travel Fair (KOTFA) 2017 is the longest travel show held in Seoul and organized by the Korea tourism government agency. Encourage GVB members to jointly exhibit. 17. Busan International Travel Fair (BITF) 2017: Biggest annual travel fair held in Busan. Encourage GVB members to jointly exhibit. 18. SGF 2016/2017 Coupon Booklet Printing: Will print 5,000 SGF booklets to be distributed to all travel agencies selling Guam packages, and all airlines servicing direct flights to Guam to provide their customers. 19. Promotional materials: Will be producing Guam Guidebooks, driving maps, MICE manuals, and others as needed to provide travel agents and consumers throughout the fiscal year. 20. GVB Head Office Unanticipated Misc Expenses: Budget will be used for GVB Guam delegates traveling to Korea, as well as, unanticipated programs that may be developed within the fiscal year to address a potential promotion to increase Guam awareness and Korean visitors arrivals to Guam. Page 50 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan COST PER PAX YEAR BUDGET (USD) COST PER PAX (USD) FY2016 $1,995,000 TBD FY2015 $993,000 $2.32 FY2014 $706,427 $2.41 FY2013 $927,373.13 $3.98 FY2012 $800,000 $4.85 FY2011 $778,282 $5.10 FY2010 $778,282 $6.48 Page 51 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan CONTROLS IMPLEMENTATION PROJECT 1ST QTR O C T MICE Promotions Airline Co-op Promotions Travel Agency Co-op Promotions N O V D E C 2ND QTR J A N F E B M A R 3RD QTR A P R M A Y 4TH QTR J U N J U L A U G S E P C O N T R O L S KGTC/KGMC/Yeobaekhoe Meetings Korea Marketing Activities/Sales Calls Road show Promotions Website Operations & Maintenance Traditional Printed Media International Music Festival Consumer Promotions Online Promotions/Campaigns TV & Music video Filming on Guam Blogger Promotion PR Marketing Development TA & Media Familiarization Tours Mode Tour Int’l Travel Mart 2016 Hana Tour Int’l Travel Fair 2017 Korea World Travel Fair (KOTFA) 2017 Busan International Travel Fair 2017 SGF 2016/2017 Coupon Booklet Printing GVB Head Office Unanticipated Misc Expenses MARKETING ORGANIZATION Page 52 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan GVB Korea Marketing Representative Office Don Park (President) Jacob Yoon (Account Director) Anna Kim (Sales Manager) Ryan Lim (Sales Manager) Gemma Kim (Junior Sales Manager) •Represent GVB GSA in market •Lead all marketing and PR initiatives •Analyse Market •Develop PR strategies and campains to improve public perception •Develop and maintain key industry contacts •Manage GVB account •Manage projects •Develop marketing solutions •Attend client meetings •Manage client relationships •Develop client proposals and implement the PR activity •Manage events •Contact medias •Coordinate familiarization tours •Write reports •Plan and execute all GVB events in Korea •Plan, develop and implement PR strategies •Write and produce presentations •Research, write and distribute press releases to targeted media •Manage events •Analyze and measure results of PR programs •Support PR projects in relation to the works of GVB •Research, write and distribute press releases to targeted media •Write reports •Deal with enquiries from the public, the press, and related organisations Page 53 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan PUBLISHED AND CERTIFIED VISITOR ARRIVALS YEAR VISITOR ARRIVALS GOAL PAX FY2016 TBD 475,000 FY2015 384,112 375,000 FY2014 293,437 250,000 FY2013 232,677 190,000 FY2012 164,821 FY2011 144,844 FY2010 120,002 FY2009 83,639 FY2008 116,250 Page 54 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan MEDIA EXPOSURE YEAR MEDIA EXPOSURE GOAL 2015 $6,114,635 $4,000,000 2014 $2,853,135 $2,000,000 2013 $10,356,756 $5,000,000 2012 $2,853,135 $2,000,000 2011 $5,645,700 $2,000,000 2010 $1,047,878 $1,000,000 2009 $4,898,527 $1,000,000 2008 N/A N/A Page 55 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 1 Guam Land Tour Operators Listing Company Name Title (Mr./Ms.) First Name Last Name Job title E-mail Address Contract Numbers KTB Mr. Dong Min Oh President [email protected] 82 2 732 0546~8 E&F Mr. JiWook Hur [email protected] 82 2 777 9071 Landstar Mr. Dong Chan Ji [email protected] 82 2 725 3257/9 HIT Mr. Yoon Seok Cho Director General Manager Manager [email protected] 82 2 2075 5060~2 Majellan Mr. Jin Seok Park Director [email protected] 82 2 364 8334/5 LG Tour Mr. Se Chul Kim Hansol Mr. Seong Jae P&J Mr. I Tour [email protected] 82 2 737 0779 Lee General Manager President [email protected] 82 2 774 8806 Jun Hyuk Jang Director [email protected] 82 2 737 0830 Mr. Han Jun Cho CEO [email protected] 82 2 777 4245 Expo Mr. Jong Dae Lee General Manager [email protected] 82 2 734 7080 Blue Travel Line Mr. Jae Sun Lee Director [email protected] 82 2 725 6585 Page 56 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 2 Market Cities Profile Seoul Located at 126 59' E and 37 34' N, Seoul is at the heart of the Korean Peninsula. The city is also conveniently located in the middle of several major northeast Asian metropolises, such as Tokyo, Beijing, Shanghai, and Taipei. The city is some 30.3 km from north to south and 36.78 km east to west. Its total area is 605.41 square kilometers, making it a truly large metropolis. As of the end of 2011, Seoul had a population of some 10,528,774 people with 4,192,752 households. This represented roughly a quarter of the population of the Republic of Korea, despite the city accounting for less than 1 percent of the country’s area. Busan Busan is a metropolitan city with 15 boroughs, one county, and 215 'dong' neighborhoods. It is the largest port city in South Korea and the world's fifth busiest seaports by cargo tonnage. The city is located on the southeastern most tip of the Korean peninsula. The gross area of Busan is approximately 765.94km2. The opening of its port in 1876 marked the city's future as a modern international city of trade, commerce and industry, and an important population center. As of 2010, there were nearly 3,600,000 citizens in Busan. Daegu Daegu is a city with a long history of Korean tradition and a rich cultural heritage. It is located in the southeastern area. The City of Daegu is strong in such industries as fashion and textiles, machinery and optical products. In addition, the city has promoted the industries of IT(Information Technology), BT(Biotechnology) and NT(Nano Technology) as well as international facilities for conventions and exhibitions. The population as of the end of June 2011 is 2,531,767 people. Gwangju Gwangju is the one of the large city in South Korea. Located in the heart of the agricultural Jeolla region, the city is also famous for its rich and diverse cuisine. Gwangju has been growing toward becoming a dynamic city with high citizen pride by continuing rapid growth as the leading city in the metropolitan area. As of the end of 2011, Gwangju had a population of some 265,222 people with 102,687 households. Page 57 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 3 Government Regulated Tourism Contact Listing - Korea Tourism Organization (http://kto.visitkorea.or.kr/eng.kto) - Korea Culture and Tourism Institute (http://www.kcti.re.kr/eng_main.dmw) - Grand Korea Leisure (http://www.grandkorea.com/en/main.aspx) - Busan Tourism Organization (http://www.bto.or.kr/eng/main/main.php) Page 58 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 4 Asian NTO’s In Market NO 1 2 3 COUNTRY China Hong Kong Indonesia 4 Japan 5 6 7 8 9 10 Macau Malaysia Philippines Singapore Taiwan Thailand - ORGANIZATION China National Tourist Office, Seoul Hong Kong Tourism Board Visit Indonesia Tourism Office Japan National Tourism Organization Macau Government Tourist Office Malaysia Tourism Promotion Board Philippine Department of Tourism Singapore Tourism Board Taiwan Visitors Association Tourism Authority of Thailand NAME Juling Fan Scott Kwon Soo-Il Kim TITLE Director Director Country Director Yeunbom Chung Executive Director Chris Lew Noor Arif Mohd Noor Maricon Basco-Ebron Timme Ang Sarah Chen Nitida Prayong Representative Director Tourism Attché Area Director Korea Director Director ANTOR-Korea (Association of National Tourism Organization Representatives in Korea) has 33 members including the 10 Asian NTOs and Guam Visitors Bureau. Robert Sohn, Chairman for ANTOR Korea (www.antor.or.kr). Page 59 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 5 Main Tour Operators/Wholesalers for Asia Pacific Dealing With More Than Two Asia Pacific Destinations Selling Tours TA Telephone Website 1 Hana 82-2-2127-1402 www.hanatour.com 2 Mode 82-2-7288-455 www.modetour.com 3 Hanjin 82-2-726-5754 www.kaltour.com 4 YB 82-2-2022-2457 www.ybtour.co.kr 5 Redcap 82-2-2001-4776 www.redcaptour.com 6 Lotte 82-2-2075-3005 www.lottetour.com 7 Sejoong 82-2-311-7277 www.tourmall.com 8 Online 82-2-3705-8140 www.onlinetour.co.kr 9 Jau 82-2-3455-0144 www.jautour.com 10 Very Good 82-2-2188-4606 www.verygoodtour.com 11 Lotte JTB 82-2-3782-3044 www.lottejtb.com 12 Tour 2000 82-2-2021-2081 www.tour2000.co.kr 13 Interpark 82-2-3479-4259 http://tour.interpark.com 14 SK Tourvis 82-2-6360-4013 www.tourvis.com 15 DD 82-2-7777-114 www.ddtour.com Page 60 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 6 Top Tour Operators TA Telephone Website 1 Hana 82-2-2127-1402 www.hanatour.com 2 Mode 82-2-7288-455 www.modetour.com 3 Hanjin 82-2-726-5754 www.kaltour.com 4 YB 82-2-2022-2457 www.ybtour.co.kr 5 Redcap 82-2-2001-4776 www.redcaptour.com 6 Lotte 82-2-2075-3005 www.lottetour.com 7 Sejoong 82-2-311-7277 www.tourmall.com 8 Online 82-2-3705-8140 www.onlinetour.co.kr 9 Jau 82-2-3455-0144 www.jautour.com 10 Very Good 82-2-2188-4606 www.verygoodtour.com 11 Lotte JTB 82-2-3782-3044 www.lottejtb.com 12 Tour 2000 82-2-2021-2081 www.tour2000.co.kr 13 Interpark 82-2-3479-4259 http://tour.interpark.com 14 SK Tourvis 82-2-6360-4013 www.tourvis.com 15 DD 82-2-7777-114 www.ddtour.com Page 61 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 7 Selected Tourism Media Contacts Korea Travel Times Korea Travel Information News Global Travel News Korea Travel News AB Road Traveller Tour de Monde Travie Hotel & Restaurant Korea Tourism News Maeil Business Paper Korea Economic Daily Travel& Bike 82 2 757-8980 82 2 733-8411 82 2 747 4800 82 70-7729-5385 82 2 796-2848/9 82 2 3702 2200 82 2 2234 8604 82 2 757-8980 82 2 312 2828 82 2 732 0547 82 2 2000 2233 82 2 352 9206 82 2 365 0563 www.traveltimes.co.kr www.travelinfo.co.kr www.gtn.co.kr www.ktnbm.co.kr www.abroad.co.kr www.thetravellermagazine.co.kr www.tourdemonde.com www.traveltimes.co.kr www.hotelrestaurant.co.kr www.koreatourismnews.com www.mk.co.kr www.hankyung.com www.travelnbike.com Page 62 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 8 Main Travel Fairs and Workshops Mode Tour International Travel Fair 2016 o Mode Tour is one of the top travel agent in Korea. It was held since 2014. o In this regard, the fair is mainly focusing on the sales and suitable for the target marketing while KOTFA is for the exposure on the brand. Timeline: October 2016 Venue: SETEC, Seoul, South Korea Program: International travel fair Hana Tour International Travel Fair 2017 o Hana Fair is one of the biggest travel fair in Korea with the participation of travel industry-related companies and organizations form over 30 countries. Timeline: Venue: Program: June 2017 Kintex, South Korea International travel fair Korea MICE Expo 2017 o Korea MICE Expo is the largest MICE fair in Korea. o In 2000, started from ‘Korea Convention Fair’ to stimulate MICE demand in Korea and abroad, Korea MICE Expo lasts sole national MICE exhibition and contributes to vitalize MICE industry, foster specialists and no to mention strengthen marketing competitiveness. o Present the bright future of MICE industry & Networking hub for global market Timeline: Venue: June 2017 Kintex, South Korea Road show Promotion 2017 o To make presentations on Hotels, Airlines respective properties and all the things Guam has to offer o Busan is a metropolitan city with 15 boroughs, one county and 215 'dong' neighborhoods. It is the largest port city in South Korea and the world's fifth busiest seaports by cargo tonnage. o Daegu is strong in such industries as fashion and textiles, machinery and optical products. In addition, the city has promoted the industries of IT (Information Technology), BT(Biotechnology) and NT(Nano Technology) as well as international facilities for conventions and exhibitions. Korea World Travel Fair (KOTFA) 2017 o Korea’s oldest consumer travel fair since 1986. o KOTFA 2013: 52 countries (18 Asia; 8 Europe; 2 Oceania; 12 Africa; 7 America and 3 Middle East) 500 booths (domestic 211 and overseas 289) 100,551 visitors Page 63 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan o KOTFA 2014: May 29 ~ June 01, 2014 Busan International Travel Fair (BITF) 2017 o The only major consumer travel fair in Busan since 1999 o BITF 2013: 43 countries (14 Asia; 5 Europe; 2 Oceania; 9 Africa; 11 America and 2 Middle East) 500 booths (domestic 211 and overseas 289) 94,484 visitors o BITF 2014: September 19 ~ 22, 2014 Page 64 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 9 Tourism Authorities Ministry of Culture, Sports, and Tourism (MCST) MCST is a central government agency responsible for the areas of tourism, culture, art, religion, and sports. It has two vice ministers, three assistant ministers, one commission, and over 60 divisions. The total staff numbers about 2,200 people. - Address: Government Complex-Sejong, 388, Galmae-ro, Sejong-si 339-012, Korea Telephone: +82 44 203 2000 Korea Tourism Organization (KTO) KTO is an organization of the Korean government under the Ministry of Culture, Sports, and Tourism. It was established in 1962 as a government-invested corporation responsible for the South Korean tourism industry according to the International Tourism Corporation Act. The organization promotes Korea as a tourist destination to attract foreign tourists. From 1980s, domestic tourism promotion also became a function of the KTO. The total staff numbers about 640 people as of the end of 2013. - Address: KTO Headquarters, 40, Cheonggyecheon-ro, Jung-gu, Seoul 100-180, Korea Telephone: +82 2 7299 497 ~ 499 Page 65 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 10 Visit USA Committee and Members Listing These days Visit USA has no particular activity. Its roles and responsibilities has become somewhat vague ever since Brand USA is launched. Chairman’s Circle Member - Asiana Airline - BT&I - Visit California - Hana Tour - Hawaii Tourism - Korean Air - Lotte Duty Free - Mode Tour - SK Telecom - United Airlines Charter Member - Disney Destinations International - ETS Global - Hertz Car Rental Regular Member - Alaska Travel Industry Association - America Line - CJ Worldis - Enterprise Holdings - Hana Business - Hawaiian Airlines - JaU Tour - Jin Air - KAL Tour - Pan Pacific Tour - Royal Caribbean - San Francisco Tourism - Saturn Air - T&N Media - TOPAS - Tour Mart - Tournet Hawaii - Tour Tory - Tour 2000 - Top Travel - Visit Denver - Web Tour - YB Tour - Yes Uhak Page 66 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 11 Travel Trade Database TRADE CATEGORY (AIRLINE) Title First Name Last Name Job Title Trade Company Name Email Address Contact Numbers Company Address Company Website 3F, 653-25 Deungchondong,, Gangseo-gu, Seoul, Korea 41-3, Seosomun-dong, Chung-gu, Seoul, Korea 5F, Gwanghamun Bldg., 211, Sejong-ro, Jongro-gu, Seoul, Korea 2F, Yangseo Bld., 534-9, Banghwa 2-dong, Gangseo-gu, Seoul, Korea #366 International Cargo Terminal, 150, Gonghangdong, Ganseo-gu, Seoul, Korea #366 International Cargo Terminal, 150, Gonghangdong, Ganseo-gu, Seoul, Korea 21F, YG Tower, 155 DaDong, Joong-Gu | Seoul, Korea www.jinair.c om (Mr./Ms.) 1 Mr. Hyun Soo Lee General Manager Jin Air hyunslee@inair. com 82 2 3660 5817 2 Ms. SeongAe Kim Korean Air 3 Mr. Myung Sub Kim Deputy General Manager Senior Manager kimsa@korean air.com kimmst@flyasia na.com 82 2 751 7676 82 2 2127 8251 4 Mr. JuSeok Song General Manager Eastar Jet Song3846@eas tarjet.com 82 70 8660 8041 5 Mr. Se Kyoon Kim General Manager Jeju Air Skkim0828@jeju air.net 82 70 7420 1290 6 Ms. Jin A Jang Manager Jeju Air [email protected] et 82 70 7420 1053 7 Ms. Hyewon Baek Admin Asst & Marketing Coordinator United Airline Hyewon.Baek@ united.com 8227542932 Asana Airlines http://kr.kore anair.com http://flyasia na.com www.eastarj et.com www.jejuair. net www.jejuair. net united.com TRADE CATEGORY (Hotel) Title First Name Last Name Job Title Trade Company Name Email Address Contact Numbers Company Address Company Website suzie.kim@hilto n.com jason.lee@sher atonlagunagu am.com wsgood@naver .com 1 671 646 1820 202 Hilton Road, Tamuning, Guam 82 2 3452 9882 ykkim@picgua m.com Eun_jeong.ryoo @hyatt.com Jade_ok@hyatt .com ssung@phrkore an.com eunju@ihmrktin g.com 1 671 646 4997 82 2 799 8478 82 2 799 8478 82 2 739 6163 82 2 747 7263 17F, Namkyung Center Bldg., 141-35, Samseongdong, Gangnam-gu, Seoul, Korea 201 Pale San Vitores Road, Tumon, Guam 747-7, Hannam 2-dong, Yongsan-gu, Seoul, Korea 747-7, Hannam 2-dong, Yongsan-gu, Seoul, Korea 6F, S Tower, 116, Sinmunro 1ga, Jongro-gu, Seoul, Korea A-304, Hyosung JewelryCity, #48-2, Inui-dong, Jongrogu, Seoul, Korea P.O.Box 12819 Tamuning, Guam www.hiltonguam.co.k www.sherat onguam.co m www.leopal aceresort.co .kr (Mr./Ms.) 1 Ms. Suzie Kim Manager Hiliton Guam 2 Mr. In Bum Lee Manager Sheraton Guam 3 Mr. Won Soon Hwang Deputy General Manager Leopalace Resort Guam 4 Mr. Young Min Kim Sales Manager PIC Guam 5 Ms. Julie Ryoo Hyatt 6 Ms. Jade Kim Associate Director of Sales Micronesia Sales Manager 7 Mr. Hyun Sung Hwang Manager PHR 8 Ms. EungJu Lee COO Onward Beach Resort 9 Ms. Jenny Jeon Sales Manager Hotel Nikko Guam Hyatt 1 671 647 7272 www.pic.co. kr www.hyatt.c om/hyatt www.hyatt.c om/hyatt www.onwar dresortguam .co.kr www.nikkog uam.co.kr Page 67 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan Appendix 12 Media Database MEDIA CATEGORY (TRADE/ CONSUMER/PRESS RELEASE) Title First Name Last Name Job Title Trade Company Name Email Address Contact Numbers Company Address Company Website (Mr./Ms.) 1 Mr. JunHyun Park Reporter Digital Chosun Ilbo [email protected] 82 2 724 5522 www.chosun.com 2 Mr. Yeon Bae Moon Reporter Asia Today [email protected] 82 2 769 5000 3 Ms. HyeKyung Lim Reporter Noblesse 4 Mr. WooYung Lee Reporter Korea Herald [email protected] 82 2 7270227 5 Ms. SeoYung Yun Reporter Korea Times [email protected] 82 2 7242346 6 Ms. Sojung Lim Reporter Kyunghayng Daily [email protected] 82 2 3701 1114 7 Mr. KangSup Park Director The Kukmin Daily [email protected] 82 2 7819454 8 Ms. HyunKyung Song Reporter Naeil Shinmun [email protected] 82 2 22872107 9 Mr. SungHa Jo Managing Editor Dong A Ilbo [email protected] 82 2 20200339 10 Mr. SangIn Lee Reporter Leisure and Golf Times [email protected] 82 2 32751091 11 Mr. JuYung Jang Reporter Maekyung.com [email protected] 82 2 2000 5427 12 Mr. IkSu Shin Reporter Maeil Business Paper [email protected] 82 2 20002479 13 Ms. Jihye Lee Reporter Money Today [email protected] 82 2 7247700 14 Mr. Kyung-Il Park Reporter Munwha Ilbo [email protected] 82 2 37015227 15 Mr. HyunSuk Woo Reporter Seoul Economic Daily [email protected] 82 2 7242470 16 Mr. Won-Chun Son Reporter Seoul Daily [email protected] 82 2 20009193 17 Mr. ChangUk Segye Times [email protected] Park Reporter 82 2 2000 1234 61-1, Taepyeongno 1-ga, Jung-gu, Seoul, Korea 34, Uisadangdaero 1-gil, Yeongdeungpogu, Seoul, Korea 13, Seolleung-ro 162-gil, Gangnamgu, Seoul, Korea 39, Sejong-daero 21-gil, Jung-gu, Seoul, Korea 8th Limgwang B/D, 81 Tongil-ro, Seodaemun-gu, Seoul, Korea 3, Jeongdong-gil, Jung-gu, Seoul, Korea 101, Yeouigongwon-ro, Yeongdeungpogu, Seoul, Korea 55, Sinmunno 2-ga, Jongno-gu, Seoul, Korea 1, Cheonggyecheonro, Jongno-gu, Seoul, Korea 4-13, Singongdeokdong, Mapo-gu, Seoul, Korea 190, Toegye-ro, Jung-gu, Seoul, Korea 190, Toegye-ro, Jung-gu, Seoul, Korea 11, Cheonggyecheonro, Jongno-gu, Seoul, Korea 22, Saemunan-ro, Jung-gu, Seoul, Korea 8th Limgwang B/D, 81 Tongil-ro, Seodaemun-gu, Seoul, Korea 124, Sejong-daero, Jung-gu, Seoul, Korea 26, Gyeonghuigunggil, Jongno-gu, Seoul, Korea 3, Jeongdong-gil, Jung-gu, Seoul, Korea 1, Cheonggyecheon- 82 2 3015 8000 18 Mr. DaeHun Yun Reporter Sports Kyunghyang [email protected] 82 2 37011267 19 Mr. Myungkun Kim Reporter Sports Donga [email protected] 82 2 20201049 http://www.asiatoday.co.kr/ http://www.noblesse.com/ www.koreaherald.com www.koreatimes.co.kr www.khan.co.kr www.kukinews.com www.naeil.com www.donga.com www.golftimes.co.kr www.mk.co.kr www.mk.co.kr www.mt.co.kr www.munhwa.com www.economy.hankooki.com www.seoul.co.kr www.segye.com www.sports.khan.co.kr www.sports.donga.com Page 68 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 20 Mr. WooSuk Lee Reporter Sports Seoul [email protected] 82 2 20010179 21 Mr. KyungWoo Jun Reporter sports World [email protected] 82 2 20001864 22 Mr. HyungWoo Kim Reporter sports Chosun [email protected] 82 2 32198224 23 Mr. SungHwan Kim Reporter Sports Hankook [email protected] 82 7242797 24 Ms. YongJun Jo Reporter Asia Economy [email protected] 82 2 62927081 25 Mr. SungJin Yang Reporter Asia Today [email protected] 82 2 7695150 26 Ms. SuJung Ki Reporter Aju News [email protected] 82 7671624 27 Mr. Kyunglock Kang Reporter Edaily [email protected] 82 2 3772 0114 28 Mr. Sunkhee Lee Reporter Daily Sports [email protected] 82 2 63631239 29 Mr. HongYeul Choi Reporter Chosun Ilbo [email protected] 82 2 7245383 30 Mr. MinHo Sun Reporter Joongang Ilbo [email protected] 82 2 63631263 31 Mr. ByungHak Lee Reporter Hankyoreh Shinmun [email protected] 82 2 7100344 32 Mr. ByeungIl Choi Reporter Korea Economic Daily [email protected] 82 2 3604212 33 Mr. SangHo Yu Reporter Hankook Ilbo [email protected] 82 2 724 2114 ro, Jongno-gu, Seoul, Korea 371-28, Gasandong, Geumcheon-gu, Seoul, Korea 26, Gyeonghuigunggil, Jongno-gu, Seoul, Korea Korea Economic BV/D, 463 Chungparo, Junggu, Seoul, Korea 50-10, Chungmuro 2-ga, Jung-gu, Seoul, Korea 26-1, Chungmuro 1-ga, Jung-gu, Seoul, Korea 34, Uisadangdaero 1-gil, Yeongdeungpogu, Seoul, Korea 26, Saemunan-ro, Jung-gu, Seoul, Korea 34-1, Yeouidodong, Yeongdeungpogu, Seoul, Korea 1651, Sangamdong, Mapo-gu, Seoul, Korea 52, Sejong-daero 21-gil, Jung-gu, Seoul, Korea 1651, Sangamdong, Mapo-gu, Seoul, Korea 116-25, Gongdeokdong, Mapo-gu, Seoul, Korea 441, Jungnimdong, Jung-gu, Seoul, Korea 118, Namdaemunno 2ga, Jung-gu, Seoul, Korea www.sportsseoul.com www.sportsworldi.com http://sports.chosun.com http://sports.hankooki.com www.asiae.co.kr/news www.asiatoday.co.kr www.ajunews.com www.edaily.co.kr http://isplus.joins.com www.chosun.com http://joongang.joins.com www.hani.co.kr www.hankyung.com http://news.hankooki.com MEDIA CATEGORY (TV) Title First Name Last Name Job Title Trade Company Name Email Address Contact Numbers Company Address Company Website (Mr./Ms.) 1 Mr. Sang In Lee Producer MBC Sports Plus [email protected] 82 2 368 2629 http://www.mbcplus.com/sp 2 Mr. Yeun Suk Yu Reporter CBS [email protected] 82 26507311 3 Ms. Ha Kyung Lee Reporter KBS [email protected] 82 2 781 1000 4 Mr. Jong Mung Wang Reporter MBC [email protected] 82 2 789 0011 5 Ms. Ran Kyun Reporter SBS [email protected] 82 2 21134262 MBC Dream Center, Ilsandonggu, Goyang-si, Gyeonggi-do, Korea 159-1, Mokdongseo-ro, Yangcheon-gu, Seoul, Korea 13, Yeouigongwon-ro, Yeongdeungpogu, Seoul, Korea 96, Yeouinaru-ro, Yeongdeungpogu, Seoul, Korea 161, Mokdongseoro, Yangcheon-gu, Seoul, Korea www.cbs.co.kr www.kbs.co.kr www.imbc.com www.sbs.co.kr Page 69 GVB Marketing Plan [Korea] As of 5/7/17 FY2017 Korea Marketing Plan 6 Mr. Bo Sun Hwang Reporter YTN [email protected] 82 2 3988361 7 Ms. Jae Kyung Lee Reporter Money Today TV [email protected] 82 2 20776243 8 Mr. JunHo Meng Reporter Seoul Kyungje TV [email protected] 82 2 31532607 9 Ms. Eun-Kwang Choi President J Media [email protected] 82 2 3665 6300 6-1, Namdaemunno 5ga, Jung-gu, Seoul, Korea 27-3, Yeouidodong, Yeongdeungpogu, Seoul, Korea 3rd fl. DMC Complex. Sangam-dong, Mapo-gu, Seoul, Korea #303, 3F., DanggokBldg. 2523, YeomchangDong, KangsenGu, Seoul, Korea www.ytn.co.kr www.mtn.co.kr www.sentv.co.kr MEDIA CATEGORY (TRADE PAPER) Title (Mr./Ms.) First Name Last Name Job Title Trade Company Name Email Address Contact Numbers Company Address Company Website 7, Toegye-ro 31-gil, Jung-gu, Seoul, Korea #207, 2F, HandooBldg, 5924, Seongsan-dong, Mapo-gu, Seoul, Korea 97-31 Sungbukdong, Sungbuk-gu, Seoul, Korea 197-28 Baeksang B/D, Gwanhundong, Jongro-gu, Seoul, Korea 355-8 Sindangdong, Jung-gu, Seoul, Korea 16, Mugyo-ro, Jung-gu, Seoul, Korea 245-31 Seongsandong, Mapo-gu, Seoul, Korea 167 Naeso-dong, Chongro-gu, Seoul, Korea 37 Seosomun-ro, Seodaemun-gu, Seoul, Korea www.designmmt.co.kr 1 Mr. Young Man Mok Publisher MODE [email protected] 82 2 2275 5373 2 Mr. Joing In Choi Journalist Hotel Avia [email protected] 82 2 3297 7607 3 Ms. Mina Shim Reporter AB Road [email protected] 82 2 7962848/9 4 Ms. Dahee Seo Reporter Traveller [email protected] 82 2 3702 2200 5 Ms. Heesun Hahm Reporter Tour de Monde [email protected] 82 2 2234 8604 6 Ms. Sohyun Chun Editor Travie [email protected] 82 2 7578980 7 Mr. Jinsoo Jang Editor-in-chief Hotel & Restaurant [email protected] 82 2 312 2828 8 Mr. Kwangjong Choi Publisher [email protected] 82 2 732 0547 9 Mr. Yongsik Cho Editor-in-chief Korea Tourism News Travel & Bike [email protected] 82 2 365 0563 www.hotelavia.net www.abroad.co.kr www.thetravellermagazine.c www.tourdemonde.com www.traveltimes.co.kr www.hotelrestaurant.co.kr www.koreatourismnews.com www.travelnbike.com Page 70 GVB Marketing Plan [Korea] As of 5/7/17