A local character that was once limited to being a tourism mascot is now expanding its reach through collaborations with consumer brands, creating a new intellectual property (IP) business model. This character, which embodies the symbolism of the region, is moving beyond souvenirs to partner with products that have a nationwide distribution network, thereby broadening the scope of tourism marketing.
Kolon Global announced on June 28 that its representative character from Ulleungdo, 'Ulla,' will launch a limited edition product in collaboration with Taeeon Group's motion sickness medication brand 'Noryang' at pharmacies across the country starting June 29.
This collaboration is timed to coincide with the summer vacation season, when many travelers visit Ulleungdo. Ulla, inspired by the nature and culture of Ulleungdo, will be featured in a limited edition package themed around sea travel.
The two companies will conduct online and offline promotions centered around Pohang, the gateway to Ulleungdo. From June 29 to July 28, they plan to advertise the collaborative product through rooftop ads in downtown Pohang and at the KTX Pohang Station exit.
On-site marketing efforts will also be implemented in Ulleungdo. Visual merchandising displays featuring the collaborative product will be set up at flagship stores like Cafe Ulla and Ulla Welcome House, along with QR codes providing related content. There are plans to introduce the product in pharmacies within Ulleungdo as well.
Nationwide marketing will continue with content shared on Ulla's official Instagram and the Noryang brand website, complemented by offline promotions using pharmacy advertising vehicles and posters. A joint promotional booth will be set up at the fishing expo from August 21 to 23, where product experiences and brand introductions will take place.
Recently, local characters have expanded their collaborations beyond tourism promotion into various industries. Efforts are underway to integrate characters that embody local identity into food, household goods, and consumer products, aiming to reach new consumer demographics. Ulla is also broadening the scope of local IP utilization through collaborations with various brands.
* This article has been translated by AI.
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