Destination Canada promotion helps high-end travellers mark their wedding anniversaries with special trips.
While there’s moonlight and music and love and romance…let’s make a trip to Canada. The South Korea office of Destination Canada is running a promotion that targets baby-boomer couples who are on the lookout for a love-filled getaway.
Baby boomers (those born between 1945 and 1964) are a strong segment in the South Korean market, thanks to their having loads of free time and disposable income. Destination Canada-South Korea’s “Remind Honeymoon” promotion has a broad appeal among baby-boomer couples marking significant wedding anniversaries.
Destination Canada-South Korea worked closely with Senior Chosun monthly magazine, whose readership centres on upscale Seoul and its suburbs, for this promotion. Celebrity couple Mr. Kihyun Kim and Ms. Younghwa Son took a trip this past May to Vancouver, BC, accompanied by a Senior Chosun journalist and photographer to help raise awareness.
At the same time, South Korean couples were asked during the spring to submit their love stories to the magazine as part of a competition to win a “remind honeymoon” trip of their own to Ontario.The promotion has been reinforced via Destination Canada-South Korea’s Facebook page and digital advertising on Naver. The winning couple’s trip will be featured in Senior Chosun’s August issue.
Independent travellers are also a growing sector in South Korea. Looking to raise awareness of Canada among young professional women, Destination Canada-South Korea teamed up with Destination British Columbiato bring boy-band 2PM pin-up Taec-Yeon OK to Vancouver on an Elle magazine photo shoot.
Taec-Yeon has huge influence among young South Korean females: the 13-page shoot saw him enjoy tourism experiences at Grouse Mountain, Granville Island and the Cliffwalk at Capilano Suspension Bridge, as well sampling local culinary treats at food trucks. Destination Canada-South Korea and 2PM also shared a video chronicling his trip on YouTube.