Korea My Way

Overview

The ‘Korea My Way’ mini online competition, organized by the Korea Tourism Organization (KTO) Sydney, celebrated the reopening of South Korea’s border by giving participants the opportunity to win an unforgettable trip. Focused on highlighting participants’ playful travel personalities, the competition allowed them to choose activities related to food, culture, and adventure. The competition exceeded expectations, attracting an impressive number of entries and establishing itself as a resounding success.

My Role

I led the project, overseeing illustration, design, and production, while collaborating closely with the account manager and development team to ensure a seamless user experience. My responsibilities included UI design, interaction design, visual design, and the creation of social media content and EDM, ensuring alignment with the overall design strategy.

The Team

1 × Designer 1 × Developer 1 × Project Manager

Year

2021

Agency

Lash Creative

Process

Creating a vibrant competition experience to promote Korean travel

The challenge was to design a captivating competition that would drive engagement and enhance awareness of Korea’s unique food, culture, and adventure offerings. The goal was to engage a diverse audience and inspire exploration of Korean travel opportunities. A successful execution was crucial to boost Korean tourism and connect with potential travelers.

Discovering Korea’s culture and adventure through competition

Participants needed an interactive and engaging platform that allowed them to explore Korean culture through a competition. The design had to be vibrant and fun, reflecting their travel interests and offering personalized experiences. Users sought a seamless and educational competition experience that they could share on social media.

'Korea My Way' branding
'Korea My Way' homepage

A vibrant journey into Korean culture

Used a bright color palette and collage-style design to create a youthful and fresh look. This approach highlighted key themes such as food, adventure, and culture.

Result page

Personalised journey

Following their selection of a travel personality and related activities in Korea, users were treated to a personalised experience. After completing their entries, they were led to helpful articles and exciting Klook activities. The page also displayed the percentage of entries similar to the user's choice, which they could share via social media platforms.

'Korea My Way' social posts
EDM

Creating excitement with engaging content

Crafted engaging social media content and EDM to spark excitement, which boosted participation and interaction. These efforts encouraged users to click through to the website, increasing traffic and engagement with the competition.

Outcome

The competition featured an engaging and visually appealing interface, with personalized elements and interactive features that enhanced user experience. The design successfully reflected Korean culture and travel opportunities, leading to high levels of participant engagement.

Impact and next steps

The ‘Korea My Way’ competition attracted 5,535 entries from 18,547 visitors, with 11,693 actively engaging with the content. The campaign exceeded expectations in driving interest and interaction. Moving forward, further analysis of user feedback and engagement metrics will be conducted to refine future campaigns and ensure continued success.

Next Project