Why Did BTS' V Choose Paradise City? Targeting and Branding in the "FEEL YOUR PARADISE" Campaign
Hello! Today, we'll be taking a deep dive into the new "FEEL YOUR PARADISE" campaign video from the globally acclaimed collaboration [PARADISE CITY X BTS V], from a marketing perspective.
The news that Paradise City, South Korea's leading luxury resort complex, selected BTS's V as its brand model created a huge buzz. The released 30-second official film goes beyond a simple hotel commercial, showcasing a striking mise-en-scène reminiscent of a film noir or a work of art.
Why did Paradise City choose V, and what brand message and strategy did they hide in this short video? Let's unravel the meticulous marketing strategy that captivated both global fans and luxury consumers.
👑 1. Model Strategy: Combining the Genre of "V" and Luxury
The core of this commercial is undoubtedly the model, "V" (Kim Taehyung). Paradise City chose V because his image perfectly aligns with the brand's "Art-tainment" identity.
Aristocratic Persona: V's distinctive, yet dazzling, classic features, and his relaxed yet elegant aura have earned him the nicknames "human luxury" and "aristocrat." This aligns with Paradise City's image of high-end luxury.
Artistic Sensibility: V is known for his deep understanding of the arts, not only in music but also in fine art, jazz, and more. To showcase Paradise City's "artistic space," featuring works by masters like Yayoi Kusama and KAWS throughout the hotel, there's no better person to present it than V, an artist who loves art.
Global Impact: To secure a foothold in the global tourism market, which is fully reopening after the pandemic, hiring a member of BTS, one of the most influential figures in the world, is an aggressive and decisive marketing investment.
🎬 2. Concept & Visual: "The moment you check in, it becomes a fantasy."
The campaign's slogan is 'FEEL YOUR PARADISE'. However, the underlying theme that runs through the video can be seen as 'Check-in to Fantasy'
Cinematic Mise-en-scène: The ad doesn't elaborate on the resort's facilities. Instead, it visually overwhelms viewers by intercutting between the grandiose space and V standing within it. V's casual yet chic strolling through the space creates a storytelling experience reminiscent of a movie star being invited to a secret party.
Pacing: The appropriate mix of fast cuts and slow motion enhances the video's rhythm. In particular, the close-up shot of V staring into the camera creates a sense of time stopping, completely immersing the viewer in his gaze and the atmosphere.
Color Aesthetics: The overall use of toned-down gold, brown, and deep black creates a luxurious and intimate mood.
🏛 3. Space & Brand Message: Beyond Accommodation, a Destination
What sets this ad apart from traditional hotel ads is that it doesn't showcase "how comfortable the bed is" or "how large the pool is." Instead, it sells the "aura of the space"
Art-tainment Resort: The massive plaza, ornate chandeliers, and artwork featured in the ad's background demonstrate that this isn't just a place to stay. Instead, it emphasizes that it's a grand "destination" that combines shopping, art, relaxation, and entertainment.
Experience Value: Scenes of V holding a cocktail or making gestures as if enjoying music convey the experiential value of "coming here, you too can become a special protagonist like V." In other words, rather than selling a physical space, it's marketing the "elevated emotions" that can be felt within that space.
🎯 4. Target Analysis: Young & Rich & Global Tourists
Paradise City's latest campaign clearly expands its target audience.
MZ Generation Young & Rich: V is the wannabe icon of the MZ and Jalpa generations. While luxury hotels were once the exclusive domain of the middle-aged and older generations, now the core customer base is the 2030 generation, who enjoy "staycations" and "photo proof." By projecting a trendy and hip image through V, the campaign aims to capture this young luxury consumer base.
Global Fandom & Tourists: BTS's fandom knows no borders, spanning Japan, China, Southeast Asia, and even North America. This strategy positions Paradise City as a "must-visit destination" for international tourists visiting Korea. The influx of inquiries from global fans following the ad's release demonstrates the success of this strategy.
🎵 5. Music & Sound: Tension and Sophistication
The background music (BGM) completes the atmosphere of the commercial.
Using a track with a powerful beat and bass, but without lyrics, it creates a modern and sophisticated feel. The editing, where V's head angle and gait are perfectly synchronized to the beat of the music, creates a sense of visual pleasure for the viewer. The narration, "Paradise City," delivered in V's low and charming low-pitched voice, leaves a short but powerful impact, solidifying the brand name.
📝 Conclusion: V's Paradise
[Paradise City X V]'s "FEEL YOUR PARADISE" campaign goes beyond simple star marketing. It's a case of explosive synergy where the brand's "class of space" and the model's "class of image" meet.
"A hotel isn't just a place to sleep. It's a place where art and inspiration flow."
Paradise City delivered this message most splendidly and persuasively through the persona of V. If you want to escape the everyday and feel like a movie star this vacation, why not check into Paradise, where V has invited you?
This concludes our review of Paradise City's advertisement, analyzed from a marketer's perspective. We'll be back with another exciting brand story in the next post!
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