January 5, 2021 – Culture Trip – the travel website and app for booking hand-picked places to stay and experiences – has partnered with the Korean Tourism Organisation to connect its global audience with the destination. Culture Trip created a bespoke campaign that explores the authentic Korean cultural experience, focusing on the promotion of Temple Food Week with a view of increasing awareness and bookings in temple stays and traditional temple cookery classes, and driving interest in the destination.
Culture Trip developed a campaign encompassing its award-winning branded content, as well as social posts, influencer collaborations and digital advertising across culturetrip.com. The ‘Korea Calling’ campaign explores an authentic cultural story in South Korea highlighting a different side of the country away from the bustling metropolis and energetic K-pop people may be more familiar with.
Culture Trip kicked off the campaign with its first-ever partnership-led virtual experience with Seon Buddhist nun Jeong Kwan, who recently featured on Netflix’s Chef’s Table. Kwan, who specialises in creating delicious vegan dishes, held an exclusive free cookery class online for participants across the globe in December, bookable only through Culture Trip.
Kate Glover, VP Sales Global at Culture Trip said “We’ve been honored to develop a bespoke campaign for the Korean Tourism Organisation to help drive awareness and engagement around Temple Food Week and Korean vegan cuisine with an online cooking class we specifically created for our partner. Culture Trip users loved this online experience and cooking with Jeong Kwan, and we’ve seen a great response to the partnership across our social media channels. This campaign with the Korean Tourism Organisation is a fantastic example of how we can connect our global Culture Trip audience with destinations and their unique, local experiences while travel is restricted”.
Ruby James, Marketing Coordinator at Korea Tourism Organization said “We have really enjoyed developing this multifaceted campaign to introduce new audiences to lesser-explored aspects of Korean culture and travel, from vegan temple food to cross-country cycle routes. The online cooking class was a definite highlight, connecting foodies all over the world while we’re stuck at home, and the in-depth articles and illustrations have really captured people’s imaginations as well. The team at Culture Trip have shown great insight and adaptability, compiling our various ideas into a coherent and exciting campaign within a relatively short time period, and we look forward to building on this partnership in 2021”.
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About Culture Trip
Culture Trip is the trusted shortcut to booking travel that’s good, and makes you feel good. In one single platform, customers can discover and book spot-on stays and experiences – because for a decade now, Culture Trip’s global community of travel experts and local insiders have hand-picked the world’s best bits to share travel stories and unbiased recommendations, together with curated collections of places to stay, hotels, things to do and experiences that can be booked online.In 2011, Culture Trip was created to inspire people to go beyond their cultural boundaries and experience what makes a place, its people and culture, special, unique and meaningful. Today, Culture Trip is the essential travel companion and has evolved as a travel e-commerce brand with content at its heart. Culture Trip inspires people and enables them to turn this inspiration directly into reality – all in one place.