Brand Korea - new publication date

[David Kilburn]

Tuesday, October 14th

[David Kilburn]

The published article is viewable on-line at:

http://www.koreatimes.co.kr/www/news/special/2008/10/260_32613.html

The final section - with some recommendations for what to do - was
censored . . . . . the recommendations were:

The important decisions about Brand Korea are not made by politicians
and bureaucrats in Seoul's conference rooms. They are made in the
hearts and minds of consumers, tourists, businessmen, and travellers
around the world. Planning for Brand Korea should recognize this
basic fact.

Appoint a Country Brand Director with considerable executive power,
reporting directly to the president, and with a substantial budget for
research and development. The task should preferably go to a non-
Korean with an intimate knowledge of brands and branding outside
Korea. Transfer all authority and responsibility for promotion outside
Korea to the Brand Director's office from other government agencies.

Revamp or remove the regulations that hinder the development of
tourism infrastructure.

Reform or remove the regulations that hinder foreign businesses in
Korea and deter FDI.

Remove the bias against foreign interests that prevails in Korea's
legal system.

Stop the wanton destruction of Korea's cultural and architectural
heritage

Innovate, as so many other countries are doing. Develop new
offerings. As countries compete for visitors, they are increasingly
developing new attractions, both to woo potential visitors and project
themselves in to the headlines. Casino development has enabled Macau
to outstrip Las Vegas; Museum franchises are a new destination
marketing tool. This began with the Guggenheim in Bilbao, and will
continue with a branch of the Louvre for Abu Dhabi, and of the Georges
Pompidou Centre in Shanghai. Global sporting events, such as the
Olympics and the FIFA World Cup have always been important.
Singapore's F1 is but one attempt to create a major new event to
enhance the country brand. Across Asia there is a boom in Spa
developments ranging from exclusive, luxurious boutique hotels to
enclaves within major five star chains. These may offer anything from
pampering massages and health diets, to meditation, aromatherapy,
alternative medicine, and astrological counselling.

Recognize the current global turmoil in financial markets will affect
travel, tourism, and investment. Competition between destinations will
increase and the winners will be those who not only develop sound
strategies but also implement then successfully.

Embrace the power of the internet and how it can be used to promote
travel, tourism, and investment.

On Oct 11, 9:07 pm, David Kilburn <dakilb...@gmail.com> wrote:
> Tuesday, October 14th