[Tech World] Mungyeong City to Promote Local Mascot Using Aircraft Window Advertisements

Expanding Points of Contact with Travelers Through In-Flight Media
Efforts Underway to Boost Local Recognition Using Iconic Characters

Mungyeong City is expanding its promotional efforts targeting tourists by running in-flight window media advertisements featuring its new local mascot.

Mungyeong is known for having the largest historical drama film set in the country, as well as local specialties such as Mungyeong apples and schisandra berries. The city has launched a campaign to promote its regional brand, featuring its recently introduced mascot characters, “Chulsadongi” and “Chulsadongi.”

This campaign featured two characters that embody the themes of challenge, achievement, and success. The eosa-hwa headdresses worn by the characters incorporate elements representing Mungyeong’s signature local products—omija berries and apples—and are characterized by a modern reinterpretation of the traditional scholar’s image.

Mungyeong City plans to raise awareness of the region by securing repeated exposure opportunities for airline passengers. The city explained that it is focusing on promoting its image as a tourist destination by leveraging environments where travelers can naturally encounter the brand during their journeys.

Recently, the use of aircraft-based advertising has been on the rise not only among corporations but also among local governments, public institutions, and the tourism sector. As this channel gains attention for its ability to reach travelers, its scope of application is expanding as one of various promotional tools.

Aircraft Windows Media is a medium that can display advertising messages throughout the entire process—from waiting at the airport to boarding and flying. Because it allows for contact with users throughout the entire journey, it is also being used as a means of promoting local areas.

Interest is also growing within the industry in the “Early Brand Touch” strategy, which aims to ensure consumers recognize a brand before they even begin searching. The travel environment is considered a setting where user engagement is relatively high, and there is a growing trend of brand marketing campaigns that leverage this.

EMCG (CEO Maeng Se-gyu), which is running this campaign, is a travel-journey-based media platform company that manages aircraft advertising media such as exterior wraps, tray tables, sidewall panels, and in-flight entertainment screens.

EMCG announced that, in response to the recent proliferation of AI search and the zero-click environment, it is pursuing a strategy to establish brand touchpoints before the search stage and is expanding its business by integrating in-flight media with vertical platform media.

Maeng Se-gyu, CEO of EMCG, said, “We are focusing on creating natural touchpoints where local tourist destinations and travelers can connect during their trips,” adding, “We plan to continue expanding our travel-itinerary-based media platform business.”

Source: TechWorld (https://www.epnc.co.kr)