Jeju Tourism Organization

Slow Road

Agency: Cheil


a new navigation service which instead of offering the fastest route to a destination, offers the most beautiful route instead. The service is designed for travelers visiting South Korea’s stunning Jeju Island to help them make the most of their trip. Using big data, developers crunched through 65,000 different points of interest across Jeju, then cross-referenced with data from social media and online searches via demographics, weather, time, and more with an aim to provide unique travel experiences and to assist safe trips during Covid-19.
Jeju Island is known to many as one of the most picturesque places in South Korea with designated UNESCO World Heritage sites. With Covid-19, Jeju Island is now an even more popular road trip destination for South Koreans as travelling abroad has become extremely difficult. Some 87% of those who travel in Jeju get around the island by car with growing numbers of safety-conscious tourists preferring socially distanced travel in their own vehicles.
With an aim to aid safe travels and to offer diverse experiences, Slow Road recommends a total of 50 different routes that connect popular attractions with lesser-known scenic spots in seven different regions, each coming with a distinctive theme that captures the multifaceted beauty of Jeju. Each route offers five to eleven waypoints to offer a wide selection of scenic routes to appeal to different demographics throughout the changing seasons, including the added benefit of reducing traffic congestion on main routes around the island.
Once arriving in Jeju Island and activating T Map, the most widely used mobile navigation app in South Korea, travelers are directly led to a dedicated Slow Road page where they can explore various routes under different themes. Simply choose a favorite route, then the app will automatically give directions through multiple waypoints.

This professional campaign titled 'Slow Road' was published in South Korea in April, 2021. It was created for the brand: Jeju Tourism Organization, by ad agency: Cheil. This Integrated medium campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted almost 3 years ago.


Advertising Agency: Cheil Worldwide
Creative Directors: Seontaeck Kim, Joohee Lee
Copywriters: Hyewon Hyun, Jeongsil Lee
Account Executives: Choongok Lee, Jeehee Yang, Hyeonmun Kim
PR Manager: Donghan Kim
Film Director: Churl Gwon / THE SHOT
Director of Photography: Inkyu Lee / THE SHOT
Developer: Bokyeom Kim / T Map Mobility
Service Planner: Yonghun Kim, Serin Son / T Map Mobility
Product Manager: Hyojeong Jang
UX Designer: Sooyeon Baek
Big Data Analyst: Keeduk Kim / BOXTREE


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