Carat Hong Kong, HS Ad scoop US$20m Korea Tourism Organisation account

The pair pitched against Cheil Worldwide, Innocean Worldwide and Daehong Communications to win the business.

The account duties include on-and offline media planning and buying for key markets, including Japan, Malaysia, Singapore, Australia, Hong Kong, Taiwan, Thailand, India and the UAE, which will be coordinated out of the Carat Hong Kong office.

KTO is aiming to grow visitor numbers from 8.8. million Asian tourists in 2010 to 10 million in 2011. The tourism organisation is looking to position Korea as a 'fascinating destination' with more focus on generating word-of-mouth and participation from consumers.

The 2011 campaign will include tourism marketing support and airing branded content on local TV channels and social network services.

"We were very proud to partner with HS Ad to win this prestigious client, and together we look forward to promoting Korea as a destination to the region. The win demonstrates the consistency of strength across Asia-Pacific and confirms Hong Kong as a key hub for the region," said James Smyllie, regional business director at Carat Hong Kong.

Reported in May, Carat Hong Kong and HS Ad also won the US$20 million 2010 Seoul Metropolitan Government account.