How Big Data Could Help Tourism? Lessons Learned from Slow Road Campaign of Jeju

Slow Road, big data based detour map that offer alternative routes for travelers and road trippers.

Good Stories to Tell: Slow Road Campaign of Jeju

Unveiled on April 13, 2021, Slow Road is the beautiful detaour map for travelers and road tripper that offer alternative routes with more appealing scenery on the Jeju Island, South Korea.

Launched by the Jeju Tourism Organisation, in collaboration with Cheil Worldwide, the Slow Road campaign is design for travelers who visiting Jeju Island, a UNESCO World Heritage site, in South Korea.

According Jeju Tourism Organisation, the Slow Road campaign is aimed to raise awareness about the diverse beauty of Jeju, and to help safe travels by guiding travellers to different parts of the island while dispersing tourists that were usually concentrated in only a few famous attractions.

Since a large portion of the local economy relies on tourism, Jeju Tourism Organisation hope the Slow Road campaign sould also help balance development between regions by broadening tourist attractions.

As result of the collaboration, Cheil Worldwide conceptualised and executed the campaign, as well as created assets including the launch film and dedicated mobile page. On the other side, Jeju Tourism Organisation suggested routes and published assets across its mobile website and social channels, while T Map Mobility offered technical support to apply the new navigation service within its existing app.

The campaign runs from March 29, 2021, across Jeju Tourism Organization’s official tourist information mobile website and social channels, T Map application, and OOH sites in Jeju City and Gimpo International Airport.

Slow Road, The Beautiful Detour Map for Travelers promotional video campaign

Lessons Learned, Key Takeaways:

  • Domestic tourism in Jeju kept kicking right along even the pandemic has crippled international travel. However, most of the island is traversed by car and modern mapping software practically ensures travelers will miss the most scenic bits. While the fastest route may be convenient, it’s not exactly what road trippers are looking for.
  • Technology is always a good companion when it comes to travelling. In South Korea, the famous island of Jeju is offering travellers a new experience, recommending them the most beautiful routes instead of the fastest alternatives when navigating the island.
  • By using big data, developers crunched through 65,000 points across Jeju and checked data from social media and online searches via demographics, weather and time with an aim to provide unique travel experiences and to assist safe trips during the pandemic.
  • As result, Slow Road recommends a total of 50 different routes that connect popular attractions with lesser-known scenic spots in seven different regions, each coming with a distinctive theme that captures the beauty of Jeju. Each route contains five to 11 spots to offer a wide selection of scenic routes to attract different travellers throughout the changing seasons, including the added benefit of reducing traffic congestion on main routes around the island.
  • Travellers need to use T Map, a mobile navigation app in South Korea, to activate the new service and they will be led to a dedicated page where they can explore various routes under different themes.
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