The Korea Tourism Organization (KTO) presents moviegoers all over the world with stories of unsung heroes of Korea, with a hint of humor. Its new ad for theatre screens, “Korea: Age of Imagination” offers a look into the unique lives and cultures of Korea such as 24/7 food delivery service, nightlife of Seoul, traditional food and art, and haenyeo (women divers) of Jejudo Island.
According to KTO, this screen promotion was devised to boost Korea’s brand image as a tourist destination in relation to the filming of the Avengers sequel in Seoul. Avengers: Age of Ultron was shot last year in various areas of Korea including Sebitseom (also known as “Floating Island Seoul”), Hangang River, Digital Media City (DMC), and Gangnam-daero Boulevard. An MOU had been executed between Marvel Studios LLC, KTO, and other organizations.
www.youtube.com/watch?v=xoeYr_T75BQ
Seizing the chance, KTO decided to introduce heroes who represent Korea’s culture and tradition. These heroes are neither K-pop superstars nor famous actors. They are actually far from the spotlight. They are real masters who are superiorly skilled at diverse cultural assets of Korea. For instance, portrayed as a black mermaid in a commercial, Kim Jae-yeon is a haenyeo who follows the footsteps of her mother and grandmother as she dives into the deep waters for shellfish with no breathing equipment. Against Seongsan Ilchulbong Sunrise Peak, a famous volcanic crater in Jejudo, Kim emerges from the sea like a mermaid. Thick rustic black full-length bodysuits and old-fashioned goggles are symbols of Jejudo Island, and the strong women of the island. Kim says, “haenyeo preserve the sea and Mother Nature, we coexist in it. I would like to keep my work and save the heritage.”
Claudia Kim (Korean name Kim Soo-hyun), a Korean actress who plays the role of Dr. Cho in Avengers: Age of Ultron, narrates the commercial. Claudia Kim explains that “the crew and actors of the movie were so amazed when filming in Korea.”
The commercial will be shown in theaters around the world including the U.S., England, and Thailand, with the release of the movie, Avengers: Age of Ultron. It will also be available through Youtube and KTO’s website. To reflect the interests of global travelers, KTO has announced a new brand slogan, “Imagine Your Korea,” last year, and it will launch another TV Commercial and global marketing campaign in a few months following this “Korea: Age of Imagination” promotion.
Korea Tourism Organization, www.visitkorea.or.kr