Masterclassing Connect

Culture Trip partners with Korean Tourism Organisation for Korea Calling campaign

David Murphy

Travel firm Culture Trip has partnered with the Korean Tourism Organisation to connect its global audience with the destination. Culture Trip has created a bespoke 'Korea Calling’ campaign that explores the authentic Korean cultural experience, focusing on the promotion of Temple Food Week, with the aim of increasing awareness and bookings in temple stays and traditional temple cookery classes, and driving interest in the destination. 

The campaign includes branded content, social posts, influencer collaborations and digital advertising across culturetrip.com. It 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.

“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,” said Ruby James, Marketing Coordinator at Korea Tourism Organization. “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.”