The Korea Tourism Organization (KTO) has launched Korea Unlocks More of You, a new national campaign created by REBORN to encourage more Australians to consider Korea for their next holiday.

Starring actor and social media personality Maddy MacRae, the campaign was filmed on location across Korea and follows her through street food markets, palace courtyards, neighbourhoods and neon-lit nights.

Rather than presenting Korea as a checklist of attractions, the campaign focuses on how the destination makes people feel. Each experience draws out a different side of the traveller - more curious, spontaneous, adventurous and open to discovery.

The work marks the third year of REBORN’s partnership with the Korea Tourism Organization Sydney Office. REBORN led the strategy, creative development, production, media strategy and planning, and influencer partnerships.

David Easton, CEO of REBORN, said: “There is already strong awareness of Korean food, entertainment and pop culture, but the experience of travelling through Korea is much broader than many Australians realise. We built the campaign around the idea that the more you lean into Korea, the more it brings out in you. It is our first original campaign filmed on location in Korea and an important next step in our partnership with KTO.”

Mr Hyeongjoon Kim, Director of the Korea Tourism Organization (KTO) Sydney Office, said "Thanks to the popularity of K-content following the pandemic, the number of Australian tourists visiting Korea is increasing. I hope this new campaign will help even more Australians discover the unique charm of Korea and firmly establish it as a must-visit destination."

Korea Unlocks More of You is running nationally across premium BVOD, digital, social, influencer and search channels.

The campaign continues at UnlockKorea.com.au, where travellers can explore five different sides of Korea and access exclusive travel offers.

Campaign credits

Korea Tourism Organization Sydney Office

Director: Mr Hyeongjoon Kim

Deputy Director: Mr Hoseok Seo

Marketing Manager: Kellie Goggins

REBORN

Senior Creative: Pia Easton

Creative Director: Mike Bubenicek

Senior Motion Graphics Artist: Joseph Hoh

Founder and CEO: David Easton

Group Account Director: Shailei Forrester

Production

Director and DOP: Harvey Hogan

Colourist: Chris Daniels