2014 - South Korea ranks in the middle of the pack in nation brand rankings (#49 in FutureBrand’s Country Brand Index and #26 in the Anholt-Gfk Nation Brand Index). However, Korea’s tourism, one component of a nation’s brand ranking, has risen from 34th in 2008 to 22nd in the United Nations World Tourism Organization’s ranking of visiting tourists, with over 12 million visitors in 2013. Holmfridur Hardardottir, General Manager of FutureBrand North America, a leading international brand and design consultancy firm, and Luis Maravi, marketing manager at Korea Tourism Organization (KTO), discuss branding, Korea’s ranking, and KTO’s plans to increase tourism to Korea. KTO’s new brand campaign, Imagine Your Korea, will also be introduced.
Korea's Brand Strategy and Tourism Growth with Luis Maravi, Marketing Manager at the Korea Tourism Organization. Holmfridur Hardardottir, General Manager of FutureBrand North America. Luis Maravi has extensive experience in marketing and destination branding. He's lived, studied, and worked abroad throughout his life; he has worked with the marketing department of the British Chamber of Commerce for Italy in Milan. His background has taken him from the investment banking sector, to retail and commercial banking, to tourism and hospitality, where he's spent the last five years working with the Korea Tourism Organization as the Marketing Manager. Holmfridur Hardardottir is a FutureBrand original. Present at the company’s genesis in 1999 and rejoining as a member of the senior management team in 2011, Holmfridur guides all aspects of client relationships, operations and agency performance.
During her first tenure, Holmfridur served as the client relations lead for engagements with the Marriott Full and Select service brands, and directed the re-branding, launch communications and brand management of Intel and the brand implementation and communications program of UPS: two hallmarks in FutureBrand’s global portfolio. She currently oversees engagements with USAA and Disney. Between her times at FutureBrand, Holmfridur served as Director of Relationship Management in Siegel+Gale’s Los Angeles office, where she led engagements with Agility, ECMC, Four Seasons, McAfee, Microsoft and Pillsbury. She then returned to New York City to help manage and grow the firm’s American Express global account. Holmfridur holds a master’s degree in Sculpture. A native of Iceland, she’s called both coasts—and the Midwest—home.
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