Gyeonggi Provincial Council Member Kim Mi-ri Evaluates Promotional Effectiveness
During a business report from the Gyeonggi Pyeongtaek Port Authority on February 10, Gyeonggi Provincial Council Member Kim Mi-ri (Reform Party, Namyangju 2) scrutinized the efficacy of the Gyeonggi Sea promotion campaign. She advocated for a shift from event-centric promotion to a brand strategy that resonates more deeply with residents.
Kim voiced concerns about the Gyeonggi Sea brand’s recognition, noting, “The Gyeonggi Sea is perceived merely as an ordinary coastline adjacent to Gyeonggi Province, rather than a distinct brand.” She added, “If even provincial council members aren’t fully cognizant of it, public awareness among residents must be significantly lower.”
Kim highlighted that current promotional methods are overly focused on events and experiences. She emphasized, “We need to pivot our promotional strategy to one that’s more accessible to a broader range of residents, rather than just attracting repeat event participants. Our goal should be to establish the Gyeonggi Sea as a recognized brand, not just to sell travel packages.”
Furthermore, she proposed leveraging the 40th anniversary of Pyeongtaek Port’s opening as a platform to promote the Gyeonggi Sea brand nationwide. “The Port Authority and the province should not operate in silos,” she stressed. “We need an integrated strategy that incorporates the ‘Gyeonggi Sea’ brand across all programs.”
Kim asserted, “The Gyeonggi Sea should transcend its geographical definition to become a brand that residents actively remember and seek out.” She urged a transition from event-focused promotion to programs that resonate with residents, coupled with a cohesive promotional strategy to solidify the Gyeonggi Sea’s identity.
Notably, Council Member Kim Mi-ri has consistently championed the systematic development of the Gyeonggi Sea as a clean and valuable brand. She has also pushed for expanding marine policies that connect with residents, including her sponsorship of the ‘Gyeonggi Sea Brand Utilization and Promotion Activation Ordinance’ last April.
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