1. Concept and Significance of the "Absolutely in SEOUL" Campaign
"Absolutely in SEOUL" is a global tourism promotion campaign featuring BLACKPINK member Jennie as the icon of Seoul. This campaign aims to transform Seoul into a world-class tourist destination by combining the diverse charms of Seoul with Jennie's unique style.
(1) Jennie, the New Face of Seoul
Jennie, a global K-pop star and fashion icon, embodies Seoul's youthful and trendy energy. In this campaign, she appears against the backdrop of various Seoul landmarks and in a dazzling fashion, emphasizing the city's harmonious blend of modernity and tradition.
(2) Concept of "Absolutely in SEOUL"
The core keyword of this campaign is "Absolutely," emphasizing Seoul's limitless potential and perfect charm. Jennie's chic, urban image is combined with Seoul's skyline, hot spots, and cultural elements to convey the message, "Seoul is perfect."
(3) Global Tourism Attraction Strategy
This advertisement goes beyond simple tourism promotion, positioning Seoul as a "Must-Visit City." Leveraging Jennie's global influence, the campaign targets not only Asia but also Europe and the United States, encompassing the entire spectrum of Hallyu culture, including K-content, K-beauty, and K-food.
(4) Teaser Video Symbolism
The teaser features Jennie against the backdrop of iconic Seoul locations (such as the Han River, Dongdaemun, Ikseon-dong, and Hongdae), implying the message, "Seoul will surprise you in every way." Her fashion and poses, in particular, symbolically express Seoul's "urban sophistication" and "free spirit."
This campaign is expected to go beyond simple tourism promotion and redefine Seoul as a "world-class city that inspires culture."
2. The Impact of Jennie's Fashion and Style on the Campaign
Jennie is renowned for her unique fashion sense, and in this "Absolutely in SEOUL" campaign, her style perfectly aligns with the image of Seoul.
(1) Jennie's Look: Seoul's Ethnic and Modern Sense
In the teaser, Jennie wears a variety of styles, from modern designs that reinterpret traditional hanbok to street fashion and high-end brand apparel. This visually captures Seoul's "coexistence of tradition and modernity."
Modern Remake of Hanbok: Jennie's hanbok-style outfit is a prime example of a contemporary reinterpretation of Seoul's historical heritage.
Street Fashion: Casual and chic styling, reminiscent of youth culture hubs like Hongdae.
Luxury Look: High-end fashion reflecting the upscale image of Seoul, such as Galleria Department Store and Cheongdam-dong.
(2) Jennie's Makeup and Hairstyle Convey Seoul's Beauty Trends
Jennie, a symbol of K-beauty, garners attention for her natural yet striking makeup in this campaign. Her "glass skin" and "jewelry accents" particularly symbolize Seoul's vibrant nightlife and beauty industry.
(3) Jennie's Influence: Global Expansion of Seoul Fashion
Jennie's outfits and accessories instantly become a hot topic after the ad's release, promoting Seoul's fashion industry. This, coupled with events like "Seoul Fashion Week," is expected to contribute to the global expansion of Korean designer brands.
(4) Conclusion: Jennie is Seoul's Fashion Icon
Jennie's styling goes beyond mere fashion; it serves as a tool for expressing Seoul's identity. Through her, Seoul will establish itself as a "trend hub the world wants to emulate."
3. Analysis of the Visual Effects and Directing of the "Absolutely in SEOUL" Teaser
The "Absolutely in SEOUL" teaser is produced with cinematic quality, delivering a visually impactful visual experience and encapsulating Seoul's diverse charms.
(1) Cinematic Filming Techniques
Dynamic camerawork: Drone shots and handheld cameras were used to vividly capture the Seoul skyline and Jennie's movements.
Color Grading: Emphasizes blue and red tones to simultaneously express Seoul's "vibrancy" and "emotion."
(2) Symbolic Scene Interpretation
Jennie's view of the Han River: Symbolizes Seoul's infinite possibilities.
Jennie's silhouette and neon signs: Allude to Seoul's nightlife and vibrant energy.
Overlap of Tradition and Modernity: Cross-cutting scenes of Gyeongbokgung Palace and modern architecture emphasize Seoul's multi-layered charm.
(3) Sound Design
The addictive electronic beats and Jennie's narration combine to maximize the "energy of Seoul."
This teaser goes beyond a simple advertisement and becomes a "video art experience of Seoul."
4. Marketing Strategy and Expected Benefits of the "Absolutely in SEOUL" Campaign
This campaign, a collaboration between the Seoul Metropolitan Government and Hallyu stars, utilized the following marketing strategies:
(1) Leveraging Jennie's Social Media Influence
The teaser was shared through Jennie's Instagram (approximately 80 million followers), capturing the attention of global fans.
(2) Hashtag Campaign (#AbsolutelyInSeoul)
User-Generated Content (UGC) marketing was conducted by encouraging fans to share their own Seoul travel photos.
(3) Expected Economic Impact
Increased tourism revenue (increased number of visitors to attractions)
Synergy with Hallyu industries such as K-pop, K-beauty, and K-food
This campaign is expected to elevate Seoul from a mere city to a cultural experience.
Thus, "Absolutely in SEOUL" is a groundbreaking tourism promotion that combines Jennie's charm with the values of Seoul, and will have a significant impact on enhancing Seoul's global image.
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