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KPR - Seoul’s City Promotional Film

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Company: KPR, Seoul, South Korea
Company Description: KPR is PR Agency in South Korea. KPR was established in 1989 by own current Chair, Kay H. Imm, with the mission to be Korea’s leading provider of comprehensive, effective and dependable solutions to meet the communications needs and high expectations of our clients. We are a full-service public relations consultancy with strong media relationships developed over a quarter of a century.
Nomination Category: Video Categories
Nomination Sub Category: P.R.: Government

Nomination Title: Seoul’s City Promotional Film, “Seoul Has It All” Starring Steve McCurry

Date this production was first released/publicly viewed: 2017.03.23

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

The video was planned to create stories with three themes: Co-existence, Passion, and Relaxation, which also represent the main values of Seoul’s official city brand, “I·SEOUL·U,” to deliver Seoul’s image and policies in an effective and organized way; and selected major attractions to best express the themes. The video delivered the multi-faceted images of Seoul, which has more than 2,000 years of history but also leads cutting-edge city trends shaping the future. It was made in English and translated into Chinese, Japanese and Vietnamese to reach more viewers effectively.

Photos taken by Steve McCurry during filming were inserted into the video to ensure that viewers could enjoy photo works by the world-renowned photographer. In addition to the main 3-min-long video, teasers with Co-existence, Passion, and Relaxation themes of around 40 seconds each were produced separately for posting on Facebook, YouTube and Twitter.

The number of views of the video has steadily increased since it was released on Seoul’s social media channel in March. A Vietnamese version is being produced at the request of the Seoul City PR team, and support for additional languages is planned. This video has been effectively used at city government international exchange events abroad.

Provide the applicable creative and production credits for this entry:

Client: Seoul Metropolitan Government

Agency: KPR & Associates
- Executive Director – Eunyong Kim
- Executive Producer - Joongho Choi
- Producer - Jinyu Woo

Production: NALBAL