REBORN has unveiled its latest integrated campaign for the Korea Tourism Organization (KTO), introducing a new creative platform, Korea Unlocks More of You, designed to position Korea as more than a holiday destination – a place that brings out new sides of travellers.
Now in its third year partnering with the Korea Tourism Organization Sydney Office, REBORN has delivered its most ambitious campaign for KTO to date, leading strategy, creative development, production, media strategy and planning, and influencer partnerships.
At the heart of the campaign is a simple insight: Korea has a way of making travellers lean in. Its food, culture, trends, nightlife and nature don’t just give Australians more to see and do; they draw out a hungrier, bolder, more curious and more vivid version of the traveller.
The campaign encourages Australians to move beyond what they think they know about Korea and step into a destination with its own rhythm, taste, style and traditions. From one more bite to one more neighbourhood, the creative shows how leaning further into Korea can unlock more of the traveller in return.
To bring the platform to life, REBORN filmed the hero video on location in Korea starring actor and social media personality Maddy MacRae, whose infectious curiosity, warmth and spontaneity reflect the spirit of discovery that sits at the heart of the campaign.
Filmed across iconic and lesser-known locations, the creative captures Korea through immersive experiences – from bold street food and palace courtyards explored in hanbok to neon-lit nights and unexpected moments of connection. Together, they show how a trip to Korea can bring out a bolder, freer and more curious side of the traveller.
The integrated campaign has rolled out nationally across premium BVOD, digital, social, influencer and search channels, ensuring Australians encounter the campaign throughout every stage of their travel planning journey. At UnlockKorea.com.au, travellers can explore five distinct sides of Korea and access exclusive offers designed to help turn inspiration into a trip.
David Easton, CEO of REBORN, said:“Korea is layered, sensory and constantly moving – from centuries-old traditions to the latest trends, addictive street food, nightlife and pop culture. We wanted to capture not just what Australians can do in Korea, but what time in Korea does to them. “Korea Unlocks More of You” is about that shift – feeling a little bolder, freer and more vivid than when you arrived. We’re proud to continue our partnership with KTO and to have created our first original campaign filmed on location in Korea.”
Mr Hyeongjoon Kim, Director of the Korea Tourism Organization (KTO) Sydney Office, said “Thanks to the popularity of K-content following the pandemic, the number of Australian tourists visiting Korea is increasing. I hope this new campaign will help even more Australians discover the unique charm of Korea and firmly establish it as a must-visit destination.”
