How about all your travels this summer, GD Advertisement

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1. “This summer, all travel starts here” - Brand core message

The main slogan of this campaign is “All travel starts here,” emphasizing that the starting point of travel is “Yogiyo.” This reflects the brand’s strategy to position itself as a portal for all aspects of travel planning, beyond simply booking accommodations. The commercial begins with GD preparing for a trip, and shows him solving everything from accommodations to transportation and activities with the “Yogiyo” app, naturally connecting with the user’s actual travel flow.

This slogan sends consumers a message of “Let’s start with Yeogiyo” instead of asking, “Where should we go?”, reinforcing their proactive awareness of the brand.

2. “GD, Becoming an Icon of Free Travel” - Symbolism of Model Selection

G-Dragon is not just a celebrity; he is a figure who symbolizes freedom, creativity, and individuality. In this commercial, GD expresses his artist self even at the travel destination, conveying the narrative that “travel is me.”

Throughout the video, GD shows himself enjoying his own way of traveling, rather than being a typical tourist, symbolizing the diversity and flexibility of travel options offered by ‘Yogiyo’. This is in line with the MZ generation’s “travel in your own way” trend, and gives the entire advertisement a luxurious and trendy mood.

3. “Sensual visual beauty and sound” - Redefining brand sensibility

This advertisement is composed around sophisticated and sensual visual beauty, which is different from the bright and cheerful image of the existing ‘Yogiyo’. GD’s unique visual art elements, such as drone filming, analog film tones, and experimental colors, are incorporated throughout the advertisement, successfully positioning the brand in a more premium manner.

In particular, the background music combines GD’s voice narration with dreamy sounds, creating a mood of ‘emotional travel’ just by watching the advertisement. This is not a simple service introduction, but a means of persuasively conveying the ‘lifestyle’ proposed by the brand to consumers.

4. “Here’s How, Talking About More Than Travel” - Experience-centered marketing

This advertisement focuses on the ‘experience of travel’ rather than emphasizing accommodations or prices. In the video, GD does not emphasize a specific destination, but rather moves across various travel concepts such as cities, nature, and art. This conveys to users the infinite possibilities of “anywhere is possible” and can be read as a marketing strategy that puts emotional satisfaction first.

In the end, ‘Here’s How’ has taken its brand identity to the next level by putting the keywords of ‘self-expression’ and ‘freedom’ through travel first, rather than a platform centered on functions. This means expanding from a platform service to a cultural brand.

5. “It’s not just the advertisement that has changed” - Linking app UI and service enhancement

In line with this campaign, ‘Here’s How’ is also improving the actual app UI/UX and service enhancement. The advertisement naturally delivers the message that “everything about travel is possible with the Here’s How app” and has become a window to inform of the actual changes in user experience (UX).

In other words, the GD advertisement is not a one-off viral content, but a part of a comprehensive campaign that combines brand renewal and actual service improvements. This has the effect of instilling trust in users that “Now, all you need is Yeogeo-eo-tae.”

Conclusion

This ‘This Summer’s All Travel, Yeogeo-eo-tae’ advertisement successfully created a new face for the brand by utilizing the powerful icon of GD. It is a case that visually and persuasively implemented the vision of being a partner that accompanies you from the beginning to the end of your trip, beyond simply making a reservation for accommodation. It is evaluated as a campaign that organically interlocks emotion, technology, trends, and brand renewal, and is creating a lot of buzz in the domestic advertising industry and the travel industry as a whole.