Korean travellers follow Asia’s king of K-Pop to Brisbane
One of Asia’s biggest stars has launched a new music video featuring some of Brisbane’s most iconic landmarks and Queensland destinations.
The music video, which is expected to reach 49 million K-Pop fans, is part of a nine-month Tourism and Events Queensland (TEQ) in-market ‘Q-Pop’ campaign throughout Korea and key Asian markets.
Rain, the King of K-Pop and international movie star, produced the music video for one of his well-known singles Marilyn Monroe during a visit hosted by TEQ in November.
More than 13,000 travel bookings have been made through 16 trade partners since the campaign commenced in November 2015, supported by in-market activity with Korean Airlines and Tourism Australia.
The travel packages follow Rain’s travel experiences in Queensland, including Cairns and the Great Barrier Reef, the Gold Coast and Brisbane.
“Rain shared his experiences with his global social media followers and filmed his latest music video in Brisbane, featuring some of the city’s most iconic attractions,” TEQ CEO Leanne Coddington said.
“The effects of that visit have been significant with thousands of Korean’s booking a trip to Queensland across the last five months. These results are largely a direct result of the Q-Pop campaign and the complementary in-market activity of Korean Airlines and Tourism Australia.
“Additionally, Rain’s visit to Queensland has been promoted in other key Asian markets such as South East Asia, Japan and Greater China, leveraging his celebrity status.”
The second phase of the campaign will be aligned to the release of the music video.
“With Queensland showcased in the video, we envisage an even stronger surge of bookings in phase two of the campaign,” Ms Coddington said.
“The initial phase of the campaign followed the announcement of Rain as a Queensland Ambassador in Korea in October, coinciding with a celebration to mark the 20th anniversary of Queensland’s tourism presence in Korea.”
Ms Coddington said inbound Asian markets were a key priority for Queensland, with the latest International Visitor Survey showing a 21.2% increase in Korean visitors to the state in the year ending December 2015.
“Capitalising on the growth of Asian markets represents a significant opportunity for Queensland, with 58,000 Koreans visiting the State’s destinations last year, converting to three million visitor nights,” Ms Coddington said.
“Overnight visitor expenditure in Queensland by Koreans increased 26.1 per cent to $187.6 million, which represents an additional $38.9 million spent in the state.
“This latest campaign will continue to inspire Korean visitors to visit Queensland to experience our unique destinations, world class facilities and outstanding experiences.”
Q-Pop is an initiative of TEQ in partnership with Korean Air, Tourism Australia, Brisbane Airport Corporation, Brisbane Marketing, Gold Coast Tourism and Tourism Tropical North Queensland.
The campaign, leveraging from the release of the music clip will include a PR campaign, trade tactical activity, digital, above-the-line and social media channels.