Our task was to create an activation on the Gold Coast to educate locals on what South Korea has to offer tourists, encouraging travel to the country. For the first flight, Jetstar wanted to ensure cut through by inviting key media to attend the trip and experience it firsthand.
We created a “Mini Seoul” in the Gold Coast’s busiest shopping centre, Pacific Fair. The activation included K-Pop Dancers, Korean Street Food, Korean Nail Art, and a South Korean gaming hub. For the first flight in December 2019, we invited 14 media to experience Seoul with Jetstar for three days and created gift bags for all passengers on the flight too.
From the route announcement activation and first flight, we achieved coverage across general news, lifestyle, and travel media. All whilst building positive sentiment about the Seoul experience of our media guests who naturally shared their experiences on their respective media platforms.
