National rollout spans BVOD, social and search

REBORN has launched an integrated campaign for the Korea Tourism Organisation Sydney Office called Korea Unlocks More of You.

Across Australia, the work is running on premium BVOD, digital, social, influencer and search channels.

Now in its third year with KTO’s Sydney Office, REBORN handled strategy, creative development, production, media planning and influencer partnerships.

For REBORN, this is its most ambitious KTO campaign to date.

The creative platform positions Korea as more than a holiday destination. It presents the country as a place that brings out bolder and more curious sides of travellers.

Maddy MacRae films in Korea

Actor and social media personality Maddy MacRae stars in the hero video, which REBORN filmed on location in Korea.

In the film, MacRae moves through street food stops, palace courtyards in hanbok, neon-lit nightlife and quieter moments of connection.

Those scenes span both iconic and lesser-known locations across Korea.

According to REBORN, the campaign rests on a simple insight: Korea has a way of making travellers lean in.

Food, culture, trends, nightlife and nature are used to show a hungrier, bolder, more curious and more vivid version of the traveller.

Rather than focus only on landmarks, the campaign asks Australians to move beyond what they think they know about Korea.

From one more bite to one more neighbourhood, the creative argues that leaning further into Korea unlocks more of the traveller in return.

Hyeongjoon Kim cites Australian demand

KTO Sydney Office director Hyeongjoon Kim linked the push to rising Australian visitor numbers after the post-pandemic growth of K-content.

Kim said: “Thanks to the popularity of K-content following the pandemic, the number of Australian tourists visiting Korea is increasing.”

As a result, the campaign is designed to reach Australians at every stage of the travel planning journey.

The briefing did not include a campaign end date or media spend, but it confirmed a full integrated scope across creative, media and influencer work.