\n Kim Yong-kyung, brand director of Yeo-gi-eottae, attending a Yeo-gi-eottae media briefing. [Photo = Yeo-gi-eottae]
\n <\/figcaption><\/figure>\n<\/div>\n[Green Economy News = Reporter Jo Ara]<\/p>\n
Recent Middle East tensions have pushed oil prices up, stirred currency volatility, and prolonged high inflation \u2014 a perfect storm that\u2019s put the travel industry in an unprecedented crisis. In response, Yeo-gi-eottae says it will move beyond simple booking services and product sales and double down on brand marketing to win back customers.<\/p>\n
At a media briefing on the 9th at Sono Del Pino in Goseong, Gangwon Province, Kim Yong-kyung, brand director at Yeo-gi-eottae, said, \u201cUnpredictable domestic and international conditions have increased travel costs and anxiety, which is shrinking demand.\u201d<\/p>\n
He added, \u201cWhen the market is healthy, people decide to travel easily. But in times of uncertainty like now, customers act only when they have a clear reason. That makes brand communication more important than ever. We\u2019re thinking about how to make people want to travel again.\u201d<\/p>\n
Faced with unstable geopolitics, rising fuel costs, and growing currency swings that dampen consumer confidence, Yeo-gi-eottae sees the brand\u2019s role as more crucial than ever.<\/p>\n
The company defines that role as answering travelers\u2019 real questions \u2014 \u201cWhy should I go now? Who do I want to travel with? What experiences can I have?\u201d \u2014 and reigniting people\u2019s desire to explore.<\/p>\n
Yeo-gi-eottae\u2019s brand strategy rests on three main pillars.<\/p>\n
\u2460 Original content that lets customers directly experience the brand \u2014 think the Yeo-gi-eottae Concert Pack and Bucket Pack; \u2461 large-scale, peak-season brand campaigns, such as a commercial jingle built around the four syllables of Yeo-gi-eottae;<\/p>\n
and \u2462 IP content production, like the YouTube series TtaeTtaeTtae, which gained buzz after comedian Kwak Beom\u2019s Shanghai \u201cwanghong\u201d (influencer) experience.<\/p>\n
The company says it\u2019s shifting to content-focused brand marketing because media habits have changed and people increasingly avoid traditional ads. Original and IP-driven content, Yeo-gi-eottae believes, can offer differentiated travel experiences and strengthen brand value.<\/p>\n
For example, participants in the \u201cYeo-gi-eottae Bucket Pack\u201d \u2014 trips where travelers tick off bucket-list experiences with celebrities \u2014 left glowing feedback, saying they had \u201cpriceless experiences you can\u2019t get even from travel packages that cost several million to tens of millions of KRW\u201d (approximately $2,250\u2013$22,500). That response, the company says, reflects its goal.<\/p>\n
Kim also emphasized that the Concert Pack isn\u2019t primarily about profit. \u201cThe Concert Pack is a branding asset designed to give customers a distinct travel experience rather than a direct revenue model,\u201d he said.<\/p>\n
So far, the Concert Pack has drawn just under 10,000 attendees and generated a little over 1 billion KRW (about $750,000) in transactions. Rather than chasing profits from the product itself, Yeo-gi-eottae treats it as brand-building content meant to create memorable experiences.<\/p>\n
Yeo-gi-eottae added that the Concert Pack also attracted meaningful numbers of middle-aged and older customers who hadn\u2019t been its core users before.<\/p>\n
Instead of relying solely on traditional advertising, the company wants to showcase travel experiences only Yeo-gi-eottae can offer and communicate its unique travel values through diverse products and content to win customers\u2019 hearts.<\/p>\n
\u201cWe\u2019re in an era where people pay to skip ads, like with YouTube Premium,\u201d Kim said. \u201cSo simple ad campaigns have limits. Our goal is to produce IP content that shows the travel experiences Yeo-gi-eottae pursues and sparks customers\u2019 wanderlust.\u201d<\/p>\n
Yeo-gi-eottae\u2019s travel-focused YouTube channel TtaeTtaeTtae has more than 190,000 subscribers, and its top videos are approaching 1 million views.<\/p>\n
The channel\u2019s \u201c72-Hour Blind Date\u201d stands out by casting regular people rather than influencers or celebrities, offering a softer, more genuine kind of entertainment. Kwak Beom\u2019s series \u201cNo Paid Leave, Now What\u201d struck a chord with workers who struggle to take time off, and a second season has already been greenlit.<\/p>\n
Kim said, \u201cThe brand value we want to strengthen this year is clear. We aim to move beyond being a simple booking platform and become a brand that gives customers reasons to travel.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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