Korean Tourism Campaign Turns Central London into an Immersive Experience

Korean culture and tourism came to life in central London last July through an immersive digital experience at Outernet London.

The Korea Tourism Organization (KTO) took part in BTS THE CITY ARIRANG LONDON with its “IMAGINE YOUR KOREA!” campaign. The event was held at Outernet’s Now Trending space and invited visitors to experience Korea through music, digital content and interactive activities.

Instead of simply showing famous tourist destinations, the campaign focused on participation and entertainment. Visitors could enjoy content inspired by Korean culture, learn popular Korean expressions and imagine their own journey to Korea.

Videos such as “Korea B&B Rules! – Be Playful & Be Unleashed,” “Let’s say JINJJA in Korea” and “Let’s say DAEBAK in Korea” introduced Korean language, lifestyle and travel in a simple and playful way.

The campaign was also connected with BTS THE CITY ARIRANG LONDON, a wider city program linked to BTS activities in London. The project included cultural events, fan experiences and other programs across the city, helping bring Korean culture closer to local audiences and international visitors.

From an out-of-home advertising perspective, the use of Outernet London was especially notable. Located near Tottenham Court Road station, Outernet is a large digital entertainment and media space built around high-resolution LED screens. Its Now Trending venue is designed for brand events, product experiences and interactive campaigns.

This made the location well suited to a tourism campaign that wanted people to do more than simply watch an advertisement.

The event showed how digital out-of-home (DOOH) can develop from a display medium into an experience platform. Large digital screens can help audiences feel part of a story, while interactive content can encourage people to take photos, record videos and share their experience on social media.

For tourism marketers, this approach can be especially effective because travel is closely linked to emotion, imagination and experience.

The London campaign also showed how K-pop can work as a bridge to Korean tourism. Interest in BTS was connected with Korean language, culture and travel, helping turn entertainment interest into wider interest in Korea as a destination.

For the global OOH industry, the campaign was another example of how premium urban DOOH is moving beyond simple advertising exposure.

The screen is no longer only a place to show an ad. It is increasingly becoming a space where brands, culture and audiences can meet and interact.