South Korea is a country with a vibrant culture, including a rich history and a multitude of cultural contributions to film, food, music, and more. The Korea Tourism Organization Los Angeles aims to promote Korea as a leading travel destination to the American public and introduce the many experiences that Korea has to offer to tourists. 
As part of a combined effort to promote Korea as a travel destination and to celebrate Asian culture in America, we implemented a hybrid campaign encompassing both virtual social marketing and physical ground activation.