10 Major Groups Launch All-Out Effort to Attract "2030 Busan Expo" During Chuseok Holiday

"Need to Boost Domestic Attraction Momentum"
Mobilizing Full Online and Offline Promotion Capabilities
Focused Promotion for Chuseok Homebound Travelers

[Image source=Yonhap News]

[Asia Economy Reporter Oh Hyung-gil] The top 10 conglomerates, including Samsung, will launch a nationwide campaign during the Chuseok holiday to promote the bid for the '2030 Busan World Expo.' While targeting the votes of member countries of the Bureau International des Expositions (BIE) is important for winning the bid, it is also judged that domestic enthusiasm must support the effort.

According to the Korea Chamber of Commerce and Industry, which serves as the secretariat for the '2030 Busan World Expo Bid Support Private Committee,' major groups such as Samsung, SK, Hyundai Motor, LG, Lotte, POSCO, Hanwha, GS, Hyundai Heavy Industries, Shinsegae, and CJ have designated the period from the submission of the bid proposal to the BIE on the 7th until November as the first intensive promotion period for the Busan Expo and have decided to launch a campaign.

They plan to mobilize all online and offline promotional channels and capabilities to create a favorable atmosphere for the Busan Expo bid until the third competitive presentation at the BIE General Assembly held in Paris, France, at the end of November.

A private committee official explained, "The major companies that have been communicating together for bid cooperation agreed on the need to raise public enthusiasm and interest in the bid from now on in preparation for the BIE inspection team's visit," adding, "They decided to launch intensive promotion starting from the submission of the bid proposal."

Each group plans to gradually strengthen outdoor advertising using their headquarters and stores, campaigns utilizing online and SNS channels such as YouTube and Instagram, and promotional activities linked to sports teams.

In particular, to promote the Busan Expo during the Chuseok holiday, promotional activities for the Busan Expo will be combined with marketing events held at train stations, highway rest areas, and other locations, in addition to affiliate products and service stores.

Samsung will display videos featuring Expo bid support messages on the outdoor electronic billboard at KPOP Square in Samseong-dong and at Incheon Airport terminals. The Busan Expo will also be promoted at Galaxy Experience Centers nationwide and on the Olympic-daero northbound roadside advertisements. The Samsung Lions baseball team and Bluewings soccer team uniforms and large banners at their stadiums will also carry messages supporting the Expo bid.

SK will display support messages for five minutes every hour on the media wall of the SK Telecom building in Euljiro, Seoul, and will expose the same messages on YouTube and other platforms. Starting from the 7th, SK Telecom will add support messages and logos to V Color Ring videos used by about 2 million people.

Hyundai Motor will inform the world that Busan is the optimal location for the World Expo through English and Korean content on major global SNS channels such as YouTube, Instagram, Facebook, LinkedIn, and Twitter. Bid support messages will also be attached to the home stadium and player uniforms of Jeonbuk Hyundai Motors and Kia Tigers.

LG will screen World Expo promotional videos on electronic billboards located at major hubs such as AREX (Incheon Airport Railroad), Gimpo Airport, Gimhae Airport, and Jamsil Baseball Stadium. Lotte is promoting the Busan Expo through media inside distribution stores such as department stores, shopping malls, large marts, and convenience stores.

POSCO is posting bid promotion messages using large nighttime electronic billboards in Pohang, and the Pohang Steelers and Jeonnam Dragons soccer teams plan to attach the Busan Expo emblem to their uniforms for matches before and after the Chuseok holiday.

Hanwha is promoting the Busan Expo using the electronic billboard at the home stadium of the Hanwha Eagles baseball team and plans to intensify promotion in connection with Korea's three major fireworks festivals. GS is distributing a total of 20,000 promotional booklets at major GS25 convenience stores and plans to launch Busan Expo collaboration products starting in November.

Hyundai Heavy Industries Group's Hyundai Oilbank is displaying promotional banners at directly operated gas stations in the Busan and Gyeongnam areas and distributing booklets to visiting customers. Shinsegae is placing promotional banners and materials at nationwide E-Mart stores and department stores.

During the campaign period, companies will also consider jointly holding promotional events on specific days or maximizing promotional impact through online and offline advertisements. After the first campaign, they plan to conduct second and third campaigns at key times to maintain continuous promotional activities.

The private committee secretariat also plans to jointly develop a new slogan with the government bid committee that enhances message delivery compared to the existing slogan, supporting companies to promote the Busan Expo with unified messages and designs.

Woo Tae-hee, Executive Vice Chairman of the Korea Chamber of Commerce and Industry, said, "The voluntary cooperation of companies will make private sector support activities for the Expo bid more active," adding, "Using the Chuseok intensive promotion as an opportunity, we will gather the capabilities of not only large corporations but also medium-sized and small businesses across the country to create a nationwide wave of support for the Expo."

This content was produced with the assistance of AI translation services.