Incheon Asian Games Organizing Committee Completes Successful Overseas Roadshow

INCHEON, South Korea--()--Incheon Asian Games Organizing Committee successfully completed its overseas outreach across 6 hub cities in Asia to promote the upcoming 17th Asian Games in Incheon, Korea. The road show was organized to raise awareness and to present the vision of the Incheon Asian Games that it will be more than a mere sporting event, but a festival that unites the 4.5 billion Asians through its slogan ‘Diversity Shines Here’. Its yearlong promotion kicked off in Tashkent, followed by Dubai, Singapore, Hanoi, Guangzhou, and was concluded in New Delhi on March.

One of the main objectives of the organizing committee was to attract 10% of the Incheon Asian Games audience as foreign visitors. To achieve this goal, they conducted a campaign titled ‘Cheer Asia’ utilizing the power of K-pop, an infectious musical genre defined by its feel-good beats, and instantly memorable choruses, the popularity of which has swept across much of Asia. As part of this campaign, the organizing committee released the Incheon Asian games message infused Incheon Asiad song ‘Only One’ and its official music video. This video content was shot with Incheon as the backdrop and featuring the K-pop trio JYJ who had been appointed as official ambassadors of the Incheon Asian Games on February 20th 2013. Following the launch, the tutorial video of the Only One dance was released showing simple choreography that people from all ages can follow and enjoy. All these video contents were distributed to international media and various SNS channels. This campaign delivered the message of coming together of Asia’s diverse history, culture, and religion, and acted as a ploy to drum up excitement and anticipation for the upcoming Incheon Asian Games.

Moreover, the organizing committee hosted the Cheer Asia musical showcase in China and Vietnam with a roaring success. This was the highlight of the 2014 Incheon Asian Games road show where JYJ introduced the Only One dance themselves in front of many passionate fans all over Asia.

The excitement of the Cheer Asia campaign will continue at the opening ceremony of the 2014 Incheon Asian Games on September 19th 2014. The organizing committee plans to continue building up this success of the overseas road show of Incheon Asian Games by strengthening the ‘Only One’ promotion both locally and internationally.

Contacts

Synergy Hill+Knowlton Strategies
Berry Kwon, 82-2-2287-0926
berry.kwon@hkstrategies.com
Alexia Han, 82-2-2287-0961
alexia.han@hkstrategies.com

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Contacts

Synergy Hill+Knowlton Strategies
Berry Kwon, 82-2-2287-0926
berry.kwon@hkstrategies.com
Alexia Han, 82-2-2287-0961
alexia.han@hkstrategies.com