Download Korea Market - Office Of Finance and Budget

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
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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 ...................................................................................................................................
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GVB Marketing Plan [Korea]
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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 .......................................
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GVB Marketing Plan [Korea]
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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
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GVB Marketing Plan [Korea]
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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
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M
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Y
MARKET OVERVIEW
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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
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K
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Daily
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V
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C. AIRLINE ROUTE MAPS
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D. SIGNATORY CARRIERS LIST
Korean Air, Jin Air, Jeju Air, Air Busan, T way
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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.
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GVB Marketing Plan [Korea]
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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
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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)
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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)
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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
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GVB Marketing Plan [Korea]
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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.
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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
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FY2017 Korea Marketing Plan
independent in nature, adding fuel to the FIT growth trend.
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GVB Marketing Plan [Korea]
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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
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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
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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.
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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
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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
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GVB Marketing Plan [Korea]
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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.
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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
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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
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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
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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,
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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.
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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
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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".
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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.
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MARKET INFORMATION
1. List major official public and school holidays
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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
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 Sep. 14 - 16, 2016: Korean Thanks Giving Day
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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.
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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
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o
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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)
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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.
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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.
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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
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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.
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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
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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.
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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
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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
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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
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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
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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
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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.
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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.
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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.
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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