KOOH Center Launches Public-Service DOOH Campaign to Promote Regional Tourism in Korea
Korea OOH Center is launching a public-service campaign to showcase regional attractions on large digital out-of-home (DOOH) screens along Seoul’s Olympic Expressway, giving local governments free access to a prominent urban advertising platform.
This initiative introduces landscapes, cultural heritage sites and tourism attractions from across South Korea to people travelling along one of the capital’s major roads. Through its “Promoting Our Local Attractions” project, the center aims to raise awareness of regional destinations and encourage visits beyond Seoul.
For this year’s programme, KOOH Center invited submissions of photographs representing local attractions from 227 municipal governments nationwide. Selected images highlight the scenery, cultural assets and distinctive character of participating communities.
The content will appear simultaneously across six digital advertising structures with a combined 12 display faces. Together, these installations form the Digital Media Belt along the Olympic Expressway.
The 10-week programme begins in the final week of October with content featuring the Gupo Naru Festival in Busan’s Buk-gu, Kim Gwang-seok Street in Daegu’s Jung-gu, the Sasu-dong Underpass in Daegu’s Buk-gu and the Bupyeong Pungmul Festival in Incheon’s Bupyeong-gu.
Subsequent displays will introduce destinations in Sejong and regions including Gyeonggi, Gangwon, North and South Chungcheong, North Jeolla, and North and South Gyeongsang. Each photograph will carry the names of the region and attraction at the top, helping viewers identify the featured destination.
The campaign gives local governments an opportunity to reach audiences in the capital without paying for media exposure. By placing regional tourism content on large roadside digital screens, KOOH Center hopes to turn awareness into interest in visiting the featured communities and, ultimately, support local economies.
The initiative also demonstrates a public-service role for DOOH infrastructure. A network used to deliver messages to urban audiences can provide shared visibility for destinations across the country. In this case, coordinated displays allow regional imagery to appear across multiple locations along the same road.
Tourism promotion is the programme’s stated objective. Its announcement does not include visitor-growth targets or estimates of the economic benefits expected from the campaign.
A KOOH Center representative said the project would introduce lesser-known attractions to the public and communicate the distinctive appeal of individual regions. The center plans to continue working with local governments on public-service initiatives that encourage regional visits, with the aim of establishing the Digital Media Belt as a public tourism promotion platform.
KOOH Center is the outdoor advertising center of the Korea Local Finance Association. Through this initiative, it works with local governments to use digital outdoor media for public-interest communication and regional tourism promotion.