Our “Brand Masters of Storytelling” series continues. The recent “Korea Unlocks More of You” campaign by the Korea Tourism Organization (KTO) and the agency Reborn is designed to position South Korea as a transformative destination that brings out travelers’ bolder, more curious sides.

The campaign marks the third year of REBORN’s partnership with KTO’s Sydney office and represents the agency’s most ambitious project for the tourism body to date, spanning strategy, creative development, production, media planning, and influencer partnerships.

REBORN built the campaign around the idea that Korea’s food, culture, trends, nightlife, and nature encourage travelers to engage more deeply with their surroundings. The target group is primarily Australian travelers, with national rollouts across premium BVOD (Broadcast Video on Demand), digital, social, and search channels.

The campaign, filmed on location in Korea and starring actor and social media personality Maddy MacRae, captures Korea as “layered, sensory and constantly moving – from centuries-old traditions to the latest trends, addictive street food, nightlife and pop culture,” REBORN chief executive officer David Easton said. “We wanted to capture not just what Australians can do in Korea, but what time in Korea does to them.”

You can explore the different itineraries and exclusive travel offers on the official Unlock Korea Hub or watch the 2026 Korean Tourism Organization Commercial on YouTube.

Korea Unlocks More of You, Tor Kjolberg reporting.
Previous Brand Masters of Storytelling articles in this series:
Brand Masters of Storytelling
Brand Masters of Storytelling 2
Brand Masters of Storytelling 3
Brand Masters of Storytelling 4