Neuraengigol Nature Resort

Neuraengigol Nature Resort

The Challenge

Located on the foot of Jiri Mountain and Baekun Mountain at an altitude of 400m ‘Neuraengigol Nature Resort’ features a large scale cypress forest, many different themed gardens, elvan trails, and luxurious glamping facilities. It is one of the major recreational resorts in Gwangyang, Jeonnam where busy contemporaries can get away from their daily lives and enjoy healing and well-being.

Despite its beautiful scenery, a huge site and excellent facilities, Neuraengigol Nature Resort had the challenge of positioning itself as a differentiated resort in the already saturated resort market in Korea for successful launching. In addition, efforts were needed to have nationwide publicity to overcome the geographical limits due to its location in Gwangyang, Jeonnam.

The Solution

Extensive activities were conducted from concept development to implementation methods for promotion to position Neuraengigol Nature Resort as a differentiated resort that provides a ‘heal-being’ place for travelers.

PR House focused on creating a story in the place to build a new image previously never seen for Neuraengigol Nature Resort.

We chose two combined words, heal-being, a combination of well-being and healing that has become a social and cultural buzzword in Korea and glamping, a combination of glamorous and camping for the resort’s key concept. With this, we developed differentiated messages, became the first in creating seasonal issues, and exposed the brand in a diversified way, contributing to changing the travel trend of summer vacation.

To publicize many different charms of the resort to the public, influential media platforms were actively utilized including travel sections of major media and local private broadcasting channels for strategic and diversified media relations activities.

The Result

Although media activities began upon its official opening, PR House’s strategic and diversified activities and consulting efforts resulted in successfully achieving the target of visitors and building awareness of the resort.

Right after its launching, the resort was aired by KBS, the national broadcaster of South Korea, topping the real-time search words list of Naver, Korea’s number one portal. In addition, after it went on the air, voluntary, online postings of the resort have dramatically increased, a 61 percent up. A wide-range of media activities also led to exponential growth in reservations.

PR House’s effective concept development and media activities that started upon the opening of the resort in June 2014 drew people’s interest in the new and different nature resort, leading to a steady stream of visitors and many positive reviews.