Unlocking Travel Value: Here You Go’s Innovative Campaigns to Inspire Your Next Adventure

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[Green Economy News = Reporter Jo Ara]

Recent Middle East tensions have pushed oil prices up, stirred currency volatility, and prolonged high inflation — a perfect storm that’s put the travel industry in an unprecedented crisis. In response, Yeo-gi-eottae says it will move beyond simple booking services and product sales and double down on brand marketing to win back customers.

At a media briefing on the 9th at Sono Del Pino in Goseong, Gangwon Province, Kim Yong-kyung, brand director at Yeo-gi-eottae, said, “Unpredictable domestic and international conditions have increased travel costs and anxiety, which is shrinking demand.”

He added, “When the market is healthy, people decide to travel easily. But in times of uncertainty like now, customers act only when they have a clear reason. That makes brand communication more important than ever. We’re thinking about how to make people want to travel again.”

Faced with unstable geopolitics, rising fuel costs, and growing currency swings that dampen consumer confidence, Yeo-gi-eottae sees the brand’s role as more crucial than ever.

The company defines that role as answering travelers’ real questions — “Why should I go now? Who do I want to travel with? What experiences can I have?” — and reigniting people’s desire to explore.

Yeo-gi-eottae’s brand strategy rests on three main pillars.

① Original content that lets customers directly experience the brand — think the Yeo-gi-eottae Concert Pack and Bucket Pack; ② large-scale, peak-season brand campaigns, such as a commercial jingle built around the four syllables of Yeo-gi-eottae;

and ③ IP content production, like the YouTube series TtaeTtaeTtae, which gained buzz after comedian Kwak Beom’s Shanghai “wanghong” (influencer) experience.

The company says it’s shifting to content-focused brand marketing because media habits have changed and people increasingly avoid traditional ads. Original and IP-driven content, Yeo-gi-eottae believes, can offer differentiated travel experiences and strengthen brand value.

For example, participants in the “Yeo-gi-eottae Bucket Pack” — trips where travelers tick off bucket-list experiences with celebrities — left glowing feedback, saying they had “priceless experiences you can’t get even from travel packages that cost several million to tens of millions of KRW” (approximately $2,250–$22,500). That response, the company says, reflects its goal.

Kim also emphasized that the Concert Pack isn’t primarily about profit. “The Concert Pack is a branding asset designed to give customers a distinct travel experience rather than a direct revenue model,” he said.

So far, the Concert Pack has drawn just under 10,000 attendees and generated a little over 1 billion KRW (about $750,000) in transactions. Rather than chasing profits from the product itself, Yeo-gi-eottae treats it as brand-building content meant to create memorable experiences.

Yeo-gi-eottae added that the Concert Pack also attracted meaningful numbers of middle-aged and older customers who hadn’t been its core users before.

Instead of relying solely on traditional advertising, the company wants to showcase travel experiences only Yeo-gi-eottae can offer and communicate its unique travel values through diverse products and content to win customers’ hearts.

“We’re in an era where people pay to skip ads, like with YouTube Premium,” Kim said. “So simple ad campaigns have limits. Our goal is to produce IP content that shows the travel experiences Yeo-gi-eottae pursues and sparks customers’ wanderlust.”

Yeo-gi-eottae’s travel-focused YouTube channel TtaeTtaeTtae has more than 190,000 subscribers, and its top videos are approaching 1 million views.

The channel’s “72-Hour Blind Date” stands out by casting regular people rather than influencers or celebrities, offering a softer, more genuine kind of entertainment. Kwak Beom’s series “No Paid Leave, Now What” struck a chord with workers who struggle to take time off, and a second season has already been greenlit.

Kim said, “The brand value we want to strengthen this year is clear. We aim to move beyond being a simple booking platform and become a brand that gives customers reasons to travel.”