[Maeil Business]. MCG Wins Silver in the Special Category of the 2025 Korea Digital Advertising Awards
Recognized for revitalizing inbound tourism in Gangneung with integrated online and offline marketing based on aircraft advertising media
(EMCG), a company specializing in integrated marketing and aircraft advertising (New Airline Media), has won the Silver Award in the Special Category (Public Sector) at the Korea Digital Advertising Awards 2025 (KODAF), organized by the Korea Digital Advertising Association (KODA) and sponsored by the Ministry of Culture, Sports and Tourism. EMCG has once again proven itself as a leading company in the field of aircraft-based integrated online and offline marketing, continuing its industry record of winning the award for four consecutive years from 2022 to 2025.
The 'Gangwon-do Regional Inbound Tourism Revitalization Marketing' project was commissioned by Gangneung City Hall and Gangneung Tourism Development Corporation, and is significant in that it officially recognizes MCG's New Airline Media strategy, which reorganizes the interior and exterior of the aircraft into an integrated advertising platform, as a highly efficient solution to target international tourists visiting Korea. Based on data-based analysis that 93.1% of outbound tourists to Korea arrive by air, the campaign was designed to combine Jeju Air's exterior wraps with in-flight tray table ads.
The campaign, which utilized Jeju Air's two aircraft, was directly exposed to approximately 60,000 international tourists on major routes including Japan, China, Vietnam, and the Philippines, with an in-flight QR-based conversion rate of 1.221 TP3T, which was approximately 2.7 times higher than the average click-through rate for display ads in the travel and transportation sector (0.441 TP3T). Tourism spending in Gangwon Province increased by 19.11 TP3T during the campaign, with ROAS of 36,941 TP3T, substantially contributing to the revitalization of the local economy.
Meanwhile, MCG is the only company in Korea that operates New Airline Media, which covers all areas inside and outside the aircraft, including exterior wraps, in-flight tray tables, sidewall panels, and window media, and provides an environment where local governments, public institutions, and private brands can target domestic and international travelers simultaneously by establishing the aircraft as one independent media platform.
In addition to Gangwon-do, MCG has grown into a company specializing in promoting local tourism, festivals, and specialty products by carrying out various local projects such as Pyeongchang's Hyoseok Culture Festival (total exposure of over 12 million people) and Yeongju's Yeongju Market Day (reaching 400,000 people based on precision targeting). It has many achievements that lead to an increase in actual visits and consumption by implementing the differentiated value of local specialties and the attractiveness of tourism and festivals through integrated online and offline campaigns.
MCG is also building a win-win marketing platform for local governments and SMEs with airlines to help export voucher and innovation voucher recipients receive large-scale exposure and performance-based marketing on airplanes.
"Aircraft advertising is a unique medium where brand messages are deeply embedded in every moment of the journey," said Se Kyu Meng, CEO of EMCG. "EMCG aims to actively discover best practices created by local governments, public institutions, and private brands to create real results across local tourism and brand marketing."
Original article: https://www.mk.co.kr/news/business/11489812