Allow me to introduce the “Discover Korea” campaign project. This book details the culmination of a full year’s worth of work dedicated to a singular subject matter: the rebranding of South Korean tourism. Investigate my in-depth research into Korea, its tourism, and competitors; my Creative Development process for the different campaign deliverables; the Style Guide; and the Final Campaign Deliverables.



When I first came to Korea in 2006, I was amazed at how beautiful and diverse the country is, but I was also disappointed by how little I’d heard about it at home in the U.S. The South Korean tourism branding at the time wasn’t well known in America, didn’t penetrate deeply, and wasn’t as effective as it could have been. Even after I arrived in Korea, I was disappointed with some of the tourism branding efforts.



Thus, this Project Book has come about in an effort to rebrand Korean tourism to fully capture the spirit of the country and reach out to a U.S. audience. I only hope that what I’ve worked on does indeed convey the passionate spirit and cultural dynamism of the country.