Korea Blog Seoul
Cross-Cultural Marketing Success Stories
It is quite easy (and entertaining) to see examples of marketing mistranslations, such as emphatic, but disturbing, "Good luck!" sign that greets passengers on an airline of Central Asia. But what about brands that did well and were able to take advantage seamlessly into a new market with clever marketing language, localized campaigns that really spoke to your target audience?
This past summer we have seen several examples of global brands that use cultural and linguistic differences to their advantage, taking a unique approach to marketing intercultural and advertising. Here are our top three:
"Mommy Bloggers" Coca-Cola (South Korea)
Brand evangelism today is the word of marketing magic, as companies recognize the growing power of social media and online word word of mouth in spreading positive messages about your brand and products. With 43% of the population of South Korea maintains an online profile, or blog, and 90% of the twenty-access social networking sites a day, Coca-Cola saw South Korea as an ideal place to experiment with social media strategy digital influencers leverage.
In 2008, the company began to reach a group of young mothers in Seoul, who had line "influence" with peers, hosting parties and creating partnerships. Today, this group of mom bloggers not only helps to share information and evangelizing Coca-Cola, but also advise sellers on how Coca-Cola to better communicate with them and Korean families.
Keys to success: a slow approach, measured carried aboard the evangelists of the brand, in combination with the intelligent use of Internet to reach the youth demographic in foreign markets.
New Levi Pioneer (U.S. Hispanic)
In a campaign that shows a real "adventure" to draw attention of young bicultural Latino market, Levi had five young Hispanics in the U.S. on a trip this summer, from Alaska to Argentina in the Pan American Highway. This trip literal and metaphorical north-south travelers are five new all dressed in Levi workwear line, stopping at ten different cities and pitching projects work for the arts. Their experiences are documented in a ten-week reality show, "North to South: A Route, 5 Experiences" (from north to South: a route, 5 Experiences), which began airing in late September on Discovery in Spanish.
Levi market research showed that young Hispanics are more likely than their counterparts in the general market for smart phones, blogs, and be active users of social media. To build The hype for the show, the five pioneers armed with the iPhone, which are used throughout his travels to send updates to the website program and their own pages on Facebook.
Keys to success: real-time updates on the trip to the intelligent web, hyper-connected U.S. Hispanic youth. A campaign that naturally coincide with the main message of the brand, but is adapted specifically for a Latino audience with a mixture Spanish and English dialogue.
Volvo American Drive-In (UK)
We hear often about companies Americans to translate their public campaigns for foreign languages, trying to downplay the Americans and the local use of cultural references to make the mark concerned for the target consumer. But what happens when a brand takes advantage of American culture to sell your product? In July, the journalist and cultural entrepreneur Damian Barr, with the help of Volvo launched the Urban Starlite Drive-In in a patch of land outside east London. Forty dollars bought a seat in one of the 25 brightest new Volvos parked, a drink and some popcorn, while the car sound system that plays the soundtrack of the films showing on the big screen: the classics such as "Grease" and "Dirty Dancing". To complete the aesthetics of America 1950, the waitresses on skates orders for burgers, meatloaf, sweet potato pie and ice cream.
Check the success of Volvo's American drive-in, then Ford sponsored a series of film screenings outdoors in 11 different homes in the UK this summer as part of its campaign to launch the new Galaxy.
Keys for Success: Recognizing that some aspects of American culture are firmly rooted in the psyche of consumers in foreign markets and the use of partnerships to promote a positive brand relevant.
They want to creatively address new markets of language, but not sure how far it is necessary to locate (Or " transcreate ") your campaign marketing? Contact Acclaro to learn in our country, language marketing experts that can help will be the next brand to be a marketing success story to tell.
About the Author
Acclaro is a global translation and localization firm that helps the world's leading brands succeed across cultures. Acclaro offers a full range of services for creating and maintaining multilingual marketing campaigns, websites, documents, software and much more. From Asia to Europe and the Americas, Acclaro gives clients a local voice in global markets.
Korea Blog 4: Seoul Tower
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Discoveries... Asia: Korea - Seoul, Gyeongju, Busan & Jeju Island - $19.99 Discoveries... Asia: Korea - Seoul, Gyeongju, Busan & Jeju Island - |
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Education in Seoul : Korea University $10.95 No Synopsis Available |
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Ramada Seoul $89.53 Ramada Seoul > GMP > 112-5 Samsung-dong, Kangnam-ku > Seoul > > 135-010>Opening its doors in 2004, the Ramada Hotel Seoul is conveniently located on Samsung Dong, in the very heart of Kangnam bustling business and entertainment complex, with its colorful nightlife and fabulous shopping. The Ramada Seoul is only minutes away from Korea World Trade Center, COEX Convention Center, and major national and international corporate headquarters. Due its location and all newly renovated guest rooms, the hotel has become the logical choice for visitors to Seoul. Plan a meeting or banquet in the state of the art conference rooms. The Ramada Seoul offers a unique blend of spacious modern accommodations with superior facilities including a business center, fine dining and meeting space. The hotel's unique health club features a gymnasium; massage therapy, a variety of saunas plus barbershop, food and beverage service and a movie theatre. High speed Internet access is available in all guest rooms as well as the health club with wireless service in the hotel lobby.Notifications:Additional fees and deposits may be charged by the property at time of service, check in, or check out. > |
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The Shilla Seoul $153.9 The Shilla Seoul > ICN > 202-2 Ga Jangchung-dong, Chung-ku > Seoul > > 100202>Location. Situated in the Chung Gu neighborhood, in the heart of Seoul, this luxury hotel is close to National Theater of Korea and Korea House. Also nearby are Dongdaemun Market and N Seoul Tower. Features. The Shilla Seoul has a health club, an outdoor pool, an indoor pool, a steam room, and a sauna. The onsite spa at this property offers massage and treatment rooms and beauty services. Business amenities at this 5.0 star property include a business center, wireless Internet access, meeting rooms for small groups, and secretarial services. The Shilla Seoul has a restaurant, a bar/lounge, and a coffee shop/café. 24 hour room service is available. This property provides an airport shuttle (surcharge). Event facilities consist of a ballroom, exhibit space, conference rooms, and banquet facilities. The staff can arrange concierge services, dry cleaning/laundry services, tour assistance, and translation services. Additional amenities include a fitness facility, a children's pool, and valet parking. Guestrooms. The Shilla Seoul has 465 guestrooms. Televisions are equipped with premium satellite television channels and pay movies. Guestrooms provide fax machines, in room safes, and direct dial phones with voice mail. Guestrooms feature complimentary bottled water. Bathrooms offer bathroom phones, bathrobes, makeup/shaving mirrors, and hair dryers. Additional amenities include minibars, air conditioning, and desks. In addition, amenities available on request include irons/ironing boards and wake up calls. Turndown service is offered nightly and housekeeping is available. Cribs (infant beds) and rollaway beds are available. > |
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HYUNDAI RESIDENCE SEOUL $79.13 HYUNDAI RESIDENCE SEOUL > GMP > 22-5 Chungmuro 5-ga, Jung-gu > Seoul > > 100-015>Location. In Seoul's Dongdaemun neighborhood, this property is close to Korea House and Dongdaemun Market. Also nearby are Changgyeonggung Palace and N Seoul Tower. Features. In addition to a business center and laundry facilities, HYUNDAI RESIDENCE SEOUL features self parking and a safe deposit box at the front desk. Guestrooms. Amenities featured in guestrooms include air conditioning and clock radios. Business friendly amenities include desks. All guestrooms provide microwaves and refrigerators. Bathrooms feature hair dryers. Notifications:Additional fees and deposits may be charged by the property at time of service, check in, or check out. > |
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Lotte Hotel Seoul $201.01 Lotte Hotel Seoul > ICN > 1 Songong-dong Jung-gu > Seoul > > 110-101>The Lotte Hotel Seoul is strategically located 65 kilometers southwest of the Incheon Airport. This hotel is situated in the primarily metropolitan Seoul area. It aims to be the preeminent luxury and resort hotel chain of Korea and worldwide. Whenever you visit, you will notice how fresh you feel, and as your stay continues, your comfort grows. The charm of the Lotte Hotel Seoul is that it makes you want to return again and again. Whether you are a business traveler or vacationer in Korea, it is the Lotte Hotel and nothing else will do.Each of the 1,318 tastefully appointed guest rooms come equipped with exceptional amenities such as the new wing desk top computer, multi printer and fax, broadband wireless Internet system, separate shower & tub, hair dryer, bathroom telephone, safety box, voicemail, alarm clock, tea maker and deluxe bathroom amenities. Comfortable facilities and convenience are qualities you will come to expect during your stay that the Lotte Hotel Seoul. A warm and attentive staff is available to assist you with any needs that you might have during your stay at this beautiful property. The hotel is just steps away from fine dining, shopping and entertainment venues.Notifications:Additional fees and deposits may be charged by the property at time of service, check in, or check out. > |
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Grand Hyatt Seoul $199.19 Grand Hyatt Seoul > SEL > 747-7 Hannam-dong Yongsan-gu > Seoul > > 140-210>Location. In Seoul's Chung Gu neighborhood, this spa hotel is close to National Theater of Korea and N Seoul Tower. Also nearby are War Memorial of Korea and Namdaemun. Features. Grand Hyatt Seoul has a health club, an indoor pool, a spa tub, a steam room, and a sauna. Grand Hyatt Seoul features a full service spa. Business amenities at this 4.5 star property include a business center, wireless Internet access, meeting rooms for small groups, and business services. Grand Hyatt Seoul has a restaurant, a bar/lounge, and a poolside bar. 24 hour room service is available. This property provides an airport shuttle (surcharge). Event facilities consist of a ballroom, exhibit space, conference rooms, and banquet facilities. The staff can arrange wedding services, event catering, dry cleaning/laundry services, and currency exchange. Additional amenities include a nightclub, a fitness facility, and a seasonal outdoor pool. Guestrooms. Grand Hyatt Seoul has 356 guestrooms. Televisions are equipped with premium cable television channels and pay movies. Guestrooms provide complimentary newspapers, voice mail, and in room safes. Guestrooms feature coffee/tea makers. Bathrooms offer shower/tub combinations, bathroom phones, bathrobes, and bidets. Additional amenities include climate control, minibars, and air conditioning. In addition, amenities available on request include irons/ironing boards and wake up calls. Turndown service is offered nightly and housekeeping is available. Cribs (infant beds) and rollaway beds are available. > |
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The Ritz-Carlton, Seoul $237.26 The Ritz-Carlton, Seoul > SEL > 602-4 Yoksam-dong > Seoul > > 135-080>Location. The Ritz Carlton Seoul (South Korea) places guests within minutes of the Seoul Art Center and Korea Trade Center. Serious shoppers are four kilometers from the Apgujung Rodeo Drive and six kilometers from Itaewon. The hotel is located in Kangnam, Seoul's thriving commercial and residential district. Hotel Features. The Ritz Carlton Seoul features a dramatic exterior and a six story atrium lobby with an illuminated waterfall. This 18 story hotel showcases an extensive international art collection that establishes an air of sophisticated elegance. The six international restaurants and bars provide gourmet cuisine with a taste of traditional Asian fare as well as Mediterranean favorites. Recreational opportunities include a fitness club with indoor pools, a dry sauna, steam room and rooftop driving range. The business friendly hotel offers 1,468 square meters of function space that includes seven meeting rooms, a ballroom and four theaters, translation services and a 24 hour business center with high speed Internet access. Guestrooms. The Ritz Carlton Seoul features 375 contemporary guestrooms and 47 elegant guest suites with traditional style furnishings with lightwood finishes. Beds are dressed in fine Frette Italian bedding. Guestrooms include cable television with premium channels, and fully stocked refreshment cabinets. Additional amenities include well lit desks and three dual line telephones. Marble bathrooms feature separate vanity areas, deep soaking or spa tubs, designer toiletries and plush bathrobes. Bath Butler service offers a variety of in room bath options to make any guestroom a private spa, including lavender scented bath salts, essential oils and tea light candles. Expert Tip. The full service spa on the upper floors of the Ritz Carlton Seoul offers stress reducing massages and relaxing body scrubs. The spa features a Japanese soaking tub constructed from 500 year old hinoki wood, which is believed to hold curative powers.Notifications:Additional fees and deposits may be charged by the property at time of service, check in, or check out. > |
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JW Marriott Hotel Seoul $213.69 JW Marriott Hotel Seoul > SEL > 19-3 Banpo-dong Seocho-gu > Seoul > > 137-040>Location. Soaring 34 stories above downtown Seoul, South Korea, the JW Marriot Seoul is a magnificent luxury high rise hotel that caters to the discriminating business and leisure traveler. Located in Central City, guests have easy access to Seoul's largest and most popular shopping, dining and entertainment venues. Within nine kilometers of the hotel, guests can visit the Seoul Art Center, wander the boutiques of Itaewon Shopping Street or explore Ducksoo Palace. Hotel Features. The JW Marriott Seoul offers guests a European style multi tiered health spa which features a large natural spring and mineral water spa tub, a seven station aqua gym and a 50 meter rock climbing wall. There is also a heated indoor pool and racquetball court. The chefs of JW's Grill prepare prime rib or seared salmon and offer an extensive wine list in a contemporary and casual atmosphere. The Marriott café offers buffet style dining serving lunches and diners with an la carte menu. The Man Ho restaurant serves authentic Cantonese and Sichuan dishes, while Mikado offers Japanese cuisine. After a hearty dinner, guests can enjoy a game of pool in the gameroom. The business friendly JW Marriott Seoul is proud of its professional multilingual staff which is prepared to assist guests with business and translation services, as well as event planning and the use of the business center which offers the latest technology. A variety of conference and banquet facilities easily accommodate business meetings of all sizes. Guestrooms. The stylish 497 guestrooms and 35 guest suites are individually decorated in classic contemporary elegance. Guestrooms feature bathrooms with jetted tubs for the ultimate relaxation experience and separate showers, refrigerators and minibars or wet bars. Multi line telephones with voice mail and data ports, high speed Internet access and spacious well lit work desks are also in each guestroom. Expert Tip. The Itaewon district is the home of approximately 500 clothing shops, 150 leather product stores, 100 bag stores, 150 for shoes and 50 tailor shops. When business in the area was flourishing at the time of the 1988 Seoul Olympic Games, the total number of shops reached approximately 1,800.> |
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Holiday Inn Seongbuk Seoul $108.65 Holiday Inn Seongbuk Seoul > > 3-1343 Chong Am-dong Seongbuk- > Seoul > > 136 091>Location. This city center property is located in Seoul, close to Korea University and Dongdaemun Gate. Also nearby are Dongdaemun Market and Changgyeonggung Palace. Features. Holiday Inn Seongbuk Seoul has a health club and a fitness facility. Holiday Inn Seongbuk Seoul features a full service spa. Business amenities include a business center, wireless Internet access, secretarial services, and audio visual equipment. Holiday Inn Seongbuk Seoul has a restaurant and a bar/lounge. Room service is available during limited hours. Event facilities consist of a ballroom, conference rooms, and banquet facilities. Guestrooms. Amenities featured in guestrooms include air conditioning, minibars, and complimentary bottled water. In addition, amenities available on request include irons/ironing boards, hypo allergenic bedding, and wake up calls. Additional amenities offered include clock radios and slippers. Guestrooms have cable television with premium TV channels. Business friendly amenities include desks, direct dial phones, and voice mail. Bathrooms feature shower/tub combinations, bathrobes, and hair dryers. Rollaway beds are available on request. Notifications:Additional fees and deposits may be charged by the property at time of service, check in, or check out. > |
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