I was referring to the explanation in the original post. Here it is again:

“The word “Sparkling” is synonymous with shining and dazzling. Additionally, it conveys a sense of revitalizing energy and freshness. In sum, “Korea, Sparkling” intends to denote the concept of “vital refreshment,” – a unique experience available to tourists traveling to Korea and being exposed to the incredible passion of both Koreans and Korean culture. The brand also delivers the message that experiencing Korea offers unique emotional rewards unlike any other.”

Basically, my point is that a good slogan shouldn’t need to be explained. Most people who hear it will never know the explanation, so it is irrelevant.

Either here or on the other webpage linked on the OP, the logo was also brought up. Some people thought it reminded them of Italy. It was supposedly an open window which tourists could fill with their experiences. Again, without reading the explanation, nobody would every come to that conclusion. Like the slogan, the logo should not leave people wondering “Why is Korea trying to emulate Italy?”

1. Unholy devotion to the word “Ubiquitous”

2. Unyielding insistence on using “Spirit of Challenge” to define the corporate culture.

3. The all-time favorite “Global leading company” - a title to which the number of claimants is seemingly endless; and

4. Please, for all the ink spilled announcing how ‘innovative’ your company is, could you give just one example? No…? Ok, then…

“I’m surprised you’re surprised your fourth graders didn’t ask you about Korea.”

I’m not surprised.

Catchphrase aside, what is Korea doing to actually entice tourists, from Asia or otherwise? I totally emphasize with Jodi’s comments regarding change needing to come locally. But as I stated previously, the KTO is spread too thin, in areas they have no business being in. They brag too much and set unrealistic standards. Ditto for other levels of gov’t. Remember when Seoul’s mayor Oh Se Hoon said their target was 12 million tourists by 2010? Given that all of Korea if 6 million (actually 3 million real tourists) now, that is an unachievable target in 3 years. Other follies include benchmarking the wrong cities (i.e. Disneyland, Singapore, Las Vegas) rather than understanding exactly what Korea is or what it has to offer. Korea needs to comprehend what it is, what it has to offer and how to achieve realistic targets in tourism.

I still think that they missed the boat with “The Soul of Asia” thing. That really did not have to be city specific, but could have been applied to the country as a whole.

The bottom line, however, is that the slogan itself is pretty much irrelevant - it will be the actual ads and marketing that will lead to the success or failure of the program. Seriously, how many people have gone to Malaysia because of the “Truly Asia” slogan? “Amazing Thailand” is not all that great but they market what they have very well.

Or they could just go with “Korea: Stuck in the Middle” to the tune of the same name…

…clowns to the left of me…jokers to the right etc etc

ba dum ching