Seoul extends its destination marketing to the virtual world
nstead of reining in its marketing activity , Seoul Tourism Organisation ( STO ) got out on the virtual front foot , pushing the innovation envelope in one of the most dynamic and technically advanced capitals in the world . In September I was invited to join STO ’ s world first – a virtual MICE destination marketing tour . The Virtual Seoul world constructed online offered a digital view of the city ’ s favourite MICE offers .
The Union of International Associations ( UIA ) roundtable meeting provided a case study event to show off the technology for the virtual platform , which showcased the city ’ s delights using simple 3D graphics .
With borders closing , flights curtailed and in person events cancelled or postponed , online and hybrid events have increased and STO decided to promote the city and its MICE attractions using digital technology , a particular forte in Korea . A web-based platform was chosen to work with any type of mobile device and on Chrome , Edge and Safari . The environment was 360-degree manipulatable and the 3D Seoul bore a close resemblance to venues that exist in real-life . The outline of the city , the location of the Hangang River and other natural features were close to reality .
Selected venues included Namsan Seoul Tower , Seoul Botanic Park , Some Sevit , Changdeokgung Palace and Dongdaemun Design Plaza ( DDP ).
The Changdeokgung Palace , for example , became the virtual main Conference Hall where the opening UIA keynote and closing remarks
were delivered , as well as the place to head to to hear the main presentations from speakers . Sadly , it was only possible to hold the sessions in the UNESCO World Heritage Site because the roundtable was virtual .
The Seoul promotional booth was set up virtually in the city icon that is Nasan Seoul Tower . It provided a useful information point , a chat service with staff from STO and a stand for downloading brochures and making venue searches . The view was an added bonus .
The cultural complex DDP provided the VR Theatre for virtual tours and watching videos of Seoul ’ s landmarks , as well as offering information on incentives and teambuilding programmes .
Seoul Botanic Park in virtual form provided a spot for group chat on its main screen , where the full attendee list could also be found . There were mini fun activities and a survey and quiz with prizes .
At Some Sevit there were real-time roundtable discussions held on three artificial islands in the Hangang River . And these virtual Workshop Rooms all provided great river views .
The selectio of city tours really helped differentiate the Virtual Seoul Platform from other online based platforms . Co-marketing cities , Gangwon and Gwangju also provided videos which helped put their stories over in an attractive format to delegates .
The tour videos were all filmed in the first-person point of view to mirror a real tour with guide and humour thrown in . Riding a rickshaw to a Hanok village , taking a glimpse of a temple stay programme and taking a site inspection of a cruise venue were some of the experiences on the list . Audience engagement came via the virtual stamps accumulated on the tours and use of hashtags .
For those nervous at entering this bold new virtual world , there was plenty of technical support on hand . Jihyun Kim , a director at Seoul Convention Bureau said the Virtual Seoul Platform ’ s versatility meant it had endless possibilities and rooms to be improved in the coming years , and that , by adding more venues or programmes , it could become a universal source for organising and hosting any MICE events .
All avatars this journalist encountered were very friendly . In fact , the whole experience gives the real world plenty to live up to !
“ With borders closing , flights curtailed and in person events cancelled or postponed , online and hybrid events have increased and Seoul ’ s Tourism Organisation decided to promote the city and its MICE attractions using a virtual version of the city .”
Left : Welcome to Virtual Seoul , a destination marketing first
More information is available at www . miceseoul . com
ISSUE 109 / CONFERENCE & MEETINGS WORLD / 27