{"id":18356,"date":"2026-01-02T14:51:56","date_gmt":"2026-01-02T14:51:56","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=18356"},"modified":"2026-01-02T14:51:56","modified_gmt":"2026-01-02T14:51:56","slug":"marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/","title":{"rendered":"Marketing Expert Behind Samsung\u2019s \u2018Anycall\u2019 Campaign Appointed Head of Tourism Agency"},"content":{"rendered":"<ul>\n<li><\/li>\n<\/ul>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Breaking_News_New_Tourism_Agency_Head_Appointed\" >Breaking News: New Tourism Agency Head Appointed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Background_Marketing_Career_Samsung_Anycall_Legacy\" >Background: Marketing Career &amp; Samsung Anycall Legacy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Samsung_Marketing_Leadership\" >Samsung Marketing Leadership<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#What_This_Appointment_Means\" >What This Appointment Means<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Strategic_Shift_for_Tourism_Promotion\" >Strategic Shift for Tourism Promotion<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Case_Context_Marketing_Leaders_in_Tourism_Roles\" >Case Context: Marketing Leaders in Tourism Roles<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Example_%E2%80%94_Ghana_Tourism_Authority\" >Example \u2014 Ghana Tourism Authority<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Why_a_Marketing_Leader_for_a_Tourism_Role_%E2%80%94_Expert_Commentary\" >Why a Marketing Leader for a Tourism Role? \u2014 Expert Commentary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Implications_for_Korea_Tourism\" >Implications for Korea Tourism<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Short%E2%80%91Term\" >Short\u2011Term<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Long%E2%80%91Term\" >Long\u2011Term<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Overall_Summary\" >Overall Summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Who_Is_the_New_Tourism_Agency_Head\" >Who Is the New Tourism Agency Head?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Professional_Background\" >Professional Background<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Case_Study_Marketing_Leaders_Transitioning_to_Tourism_Strategy_Roles\" >Case Study: Marketing Leaders Transitioning to Tourism Strategy Roles<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#1_Park_Sung%E2%80%91hyuk_%E2%80%94_Marketing_to_National_Tourism_Korea\" >1. Park Sung\u2011hyuk \u2014 Marketing to National Tourism (Korea)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#2_Feel_the_Rhythm_of_Korea_%E2%80%94_KTOs_Digital_Tourism_Success_Blueprint\" >2. Feel the Rhythm of Korea \u2014 KTO\u2019s Digital Tourism Success Blueprint<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#3_Cross%E2%80%91Sector_Strategic_Leadership_in_Tourism\" >3. Cross\u2011Sector Strategic Leadership in Tourism<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Expert_Commentary_Analyst_Views\" >Expert Commentary &amp; Analyst Views<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#1_Marketing_Skillset_Meets_Tourism_Ambition\" >1. Marketing Skillset Meets Tourism Ambition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#2_Digital_and_Global_Focus_Is_Critical\" >2. Digital and Global Focus Is Critical<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#3_Meeting_National_Economic_Targets\" >3. Meeting National Economic Targets<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Summary_of_Key_Points\" >Summary of Key Points<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Case_Study%E2%80%AF1_%E2%80%94_Park_Sung%E2%80%91hyuk_From_Global_Brand_Marketing_to_National_Tourism_Leader\" >Case Study\u202f1 \u2014 Park Sung\u2011hyuk: From Global Brand Marketing to National Tourism Leader<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Case_Study%E2%80%AF2_%E2%80%94_Samsung_Anycall_Campaign_Legacy_as_a_Marketing_Benchmark\" >Case Study\u202f2 \u2014 Samsung Anycall Campaign Legacy as a Marketing Benchmark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Case_Study%E2%80%AF3_%E2%80%94_Branding_Forward_KTOs_Prior_Campaign_Frameworks\" >Case Study\u202f3 \u2014 Branding Forward: KTO\u2019s Prior Campaign Frameworks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Feel_the_Rhythm_of_Korea\" >Feel the Rhythm of Korea<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Collaborative_Brand_Partnerships\" >Collaborative Brand Partnerships<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Expert_Strategic_Commentary\" >Expert &amp; Strategic Commentary<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#1_Tourism_as_Consumer_Branding\" >1. Tourism as Consumer Branding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#2_Creative_Leadership_in_Public_Sector_Roles\" >2. Creative Leadership in Public Sector Roles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#3_Measuring_Impact\" >3. Measuring Impact<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Summary_Why_This_Appointment_Matters\" >Summary: Why This Appointment Matters<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/02\/marketing-expert-behind-samsungs-anycall-campaign-appointed-head-of-tourism-agency\/#Bottom_Line\" >Bottom Line<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Breaking_News_New_Tourism_Agency_Head_Appointed\"><\/span><strong>Breaking News: New Tourism Agency Head Appointed<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Date:<\/strong> Reported recently (2\u202fdays ago)<br \/>\n<strong>Country:<\/strong> South Korea<br \/>\n<strong>Appointee:<\/strong> <strong>Park Sung\u2011hyeuck<\/strong><br \/>\n<strong>New Role:<\/strong> Head of the <strong>Korea Tourism Organization (KTO)<\/strong><br \/>\n<strong>Appointing Body:<\/strong> Ministry of Culture, Sports and Tourism of South Korea<\/p>\n<p>Park Sung\u2011hyeuck \u2014 a <strong>veteran marketing strategist and creative leader<\/strong> \u2014 has been appointed as the <strong>head of the Korea Tourism Organization<\/strong>, one of the nation\u2019s principal agencies for promoting inbound tourism and travel marketing. (<a title=\"Marketing expert behind Samsung 'Anycall' ad named new tourism agency head\" href=\"https:\/\/www.koreaherald.com\/article\/10646808?utm_source=chatgpt.com\">Korea Herald<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Background_Marketing_Career_Samsung_Anycall_Legacy\"><\/span><strong>Background: Marketing Career &amp; Samsung Anycall Legacy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Samsung_Marketing_Leadership\"><\/span><strong>Samsung Marketing Leadership<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before his new role, Park served as a:<\/p>\n<ul>\n<li><strong>Vice President<\/strong> and<\/li>\n<li><strong>Corporate Advisor<\/strong><br \/>\nat <strong>Cheil Worldwide<\/strong>, one of the largest creative agencies in Asia.<\/li>\n<\/ul>\n<p>He became especially known for his leadership on <strong>Samsung\u2019s \u201cAnycall\u201d advertising campaigns<\/strong> \u2014 a hugely influential mobile marketing initiative that helped position Samsung\u2019s phone business as a global hit in the early 2000s and 2010s.<\/p>\n<ul>\n<li><em>Anycall<\/em> ads were credited with helping Samsung shift from a regional player to a <strong>global consumer brand<\/strong> by integrating storytelling, celebrity partnerships, and emotional messaging long before smartphone culture fully took hold. (Profile context adapted from his career summary) (<a title=\"Marketing expert behind Samsung 'Anycall' ad named new tourism agency head\" href=\"https:\/\/www.koreaherald.com\/article\/10646808?utm_source=chatgpt.com\">Korea Herald<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"What_This_Appointment_Means\"><\/span><strong>What This Appointment Means<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Strategic_Shift_for_Tourism_Promotion\"><\/span><strong>Strategic Shift for Tourism Promotion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The appointment signals a broader trend in <strong>national tourism agencies recruiting leaders with strong commercial marketing and brand\u2011building experience<\/strong>, especially from global tech\/brand campaigns. Park\u2019s background suggests a focus on:<\/p>\n<ul>\n<li><strong>Brand\u2011centric tourism storytelling<\/strong><\/li>\n<li>Strategic use of <strong>digital, influencer and experiential channels<\/strong><\/li>\n<li><strong>Global positioning<\/strong> of Korea as a destination, particularly in competition with other Asian tourism markets<\/li>\n<\/ul>\n<p>Tourism normally competes not just on infrastructure, but on <em>narrative<\/em> \u2014 how a country is perceived and emotionally connected to potential travelers. Park\u2019s background in large\u2011scale consumer marketing positions him to bring fresh energy to destination branding.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Context_Marketing_Leaders_in_Tourism_Roles\"><\/span><strong>Case Context: Marketing Leaders in Tourism Roles<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Park\u2019s appointment continues a <strong>global trend<\/strong> of tourism bodies tapping senior industry creatives:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Example_%E2%80%94_Ghana_Tourism_Authority\"><\/span><strong>Example \u2014 Ghana Tourism Authority<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>e Ghana Tourism Authority recently highlighted marketing leaders who drove campaigns like <em>\u201cYear of Return\u201d<\/em> and <em>\u201cBeyond the Return\u201d<\/em>, enhancing Ghana\u2019s global tourism profile through targeted digital campaigns and community engagement. (<a title=\"2024 Speakers - Youth In Tourism\" href=\"https:\/\/youthtourismsummit.com\/2024-speakers\/?utm_source=chatgpt.com\">youthtourismsummit.com<\/a>)<\/p>\n<p>These leaders show how <em>marketing expertise<\/em> \u2014 especially digital and brand storytelling \u2014 can increase international visibility and traveler interest.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Why_a_Marketing_Leader_for_a_Tourism_Role_%E2%80%94_Expert_Commentary\"><\/span><strong>Why a Marketing Leader for a Tourism Role? \u2014 Expert Commentary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>1. Tourism Today Is Brand\u2011Driven<\/strong><br \/>\nModern destination marketing resembles consumer products in how it:<\/p>\n<ul>\n<li>Builds <em>emotional preference<\/em><\/li>\n<li>Engages audiences via <em>content &amp; social platforms<\/em><\/li>\n<li>Competes globally for attention and share of wallet<\/li>\n<\/ul>\n<p>A leader like Park, with experience in global brand campaigns, brings a <strong>consumer mindset<\/strong> to tourism promotion \u2014 turning destinations into compelling stories.<\/p>\n<p><strong>2. Digital &amp; Social Are Critical<\/strong><br \/>\nSuccess in tourism now hinges on:<\/p>\n<ul>\n<li>Social media narratives (Instagram, TikTok)<\/li>\n<li>Influencer storytelling<\/li>\n<li>Experience\u2011led campaigns<\/li>\n<\/ul>\n<p>Park\u2019s background with <em>Anycall<\/em> \u2014 a campaign that blended product, culture and media \u2014 suggests he will champion <em>story\u2011forward, platform\u2011native strategies<\/em>.<\/p>\n<p><strong>3. Strategic Partnerships Matter<\/strong><br \/>\nAs Samsung\u2019s work showed, partnerships \u2014 with celebrities, media and tech platforms \u2014 amplify reach. The same applies in tourism, where:<\/p>\n<ul>\n<li>airlines<\/li>\n<li>hospitality brands<\/li>\n<li>cultural icons<br \/>\ncan help amplify destination messaging.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Implications_for_Korea_Tourism\"><\/span><strong>Implications for Korea Tourism<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Short%E2%80%91Term\"><\/span><strong>Short\u2011Term<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Potential rollout of <strong>new global campaigns<\/strong> to boost inbound travel post\u2011pandemic recovery.<\/li>\n<li>Focus on <strong>digital engagement<\/strong>, not just traditional ads.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Long%E2%80%91Term\"><\/span><strong>Long\u2011Term<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>A shift toward <em>brand equity building<\/em> (not just seasonal promotions).<\/li>\n<li>Possible increases in <strong>tourism revenue and global perception<\/strong> as Korea positions itself against global tourism competitors.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Overall_Summary\"><\/span><strong>Overall Summary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th>Aspect<\/th>\n<th>Detail<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Appointee<\/strong><\/td>\n<td>Park Sung\u2011hyeuck<\/td>\n<\/tr>\n<tr>\n<td><strong>New Role<\/strong><\/td>\n<td>Head of the Korea Tourism Organization<\/td>\n<\/tr>\n<tr>\n<td><strong>Background<\/strong><\/td>\n<td>Marketing leader, former Cheil Worldwide VP<\/td>\n<\/tr>\n<tr>\n<td><strong>Notable Work<\/strong><\/td>\n<td>Samsung <em>Anycall<\/em> campaign strategist<\/td>\n<\/tr>\n<tr>\n<td><strong>Trend<\/strong><\/td>\n<td>Tourism agencies recruiting brand and digital marketing executives<\/td>\n<\/tr>\n<tr>\n<td><strong>Significance<\/strong><\/td>\n<td>Brings <em>global consumer brand expertise<\/em> to destination marketing<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Here\u2019s a <strong>case\u2011studies and expert\u2011commentary breakdown<\/strong> of the news that the <strong>marketing expert behind Samsung\u2019s <em>Anycall<\/em> campaign has been appointed head of a national tourism agency<\/strong> \u2014 with context on his background, comparable shifts in tourism leadership, and what this could mean for <em>K\u2011Tourism<\/em> promotion.(<a title=\"Marketing veteran appointed new head of Korea Tourism Organization after 2 years of leadership vacuum - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/amp\/lifestyle\/people-events\/20251231\/marketing-veteran-appointed-new-head-of-korea-tourism-organization-after-2-years-of-leadership-vacuum?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<hr \/>\n<h2><\/h2>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Who_Is_the_New_Tourism_Agency_Head\"><\/span><strong>Who Is the New Tourism Agency Head?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Park Sung\u2011hyuk<\/strong> (often rendered <em>Park Sung\u2011hyeuck\/Hyuk<\/em>) has been appointed <strong>President &amp; CEO of the Korea Tourism Organization (KTO)<\/strong>, South Korea\u2019s official tourism promotion body. His appointment ends a nearly <strong>two\u2011year leadership vacancy<\/strong> at the agency and begins a <strong>three\u2011year term<\/strong>.(<a title=\"Marketing veteran appointed new head of Korea Tourism Organization after 2 years of leadership vacuum - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/amp\/lifestyle\/people-events\/20251231\/marketing-veteran-appointed-new-head-of-korea-tourism-organization-after-2-years-of-leadership-vacuum?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Professional_Background\"><\/span><strong>Professional Background<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Former <strong>Vice President &amp; Corporate Advisor<\/strong> at <strong>Cheil Worldwide<\/strong> \u2014 the global marketing agency affiliated with Samsung Group.(<a title=\"Korea Tourism Organization Names Former Cheil Executive Park as New CEO - Seoul Economic Daily\" href=\"https:\/\/en.sedaily.com\/news\/2025\/12\/31\/korea-tourism-organization-names-former-cheil-executive?utm_source=chatgpt.com\">Seoul Economic Daily<\/a>)<\/li>\n<li>Headed Cheil\u2019s <strong>Global Division<\/strong>, and led international operations in <strong>Germany, Europe and North America<\/strong>, earning a reputation for <strong>strategic planning, execution and organisational management<\/strong>.(<a title=\"Sung Hyuk Park, Advisor at Cheil Worldwide, Appointed President of Korea Tourism Organization - \uc544\uc2dc\uc544\uacbd\uc81c\" href=\"https:\/\/cm.asiae.co.kr\/en\/article\/2025123109234572518?utm_source=chatgpt.com\">Asiae CM<\/a>)<\/li>\n<li>Widely regarded as a <strong>marketing strategist<\/strong>, he is <em>credited with directing iconic campaigns<\/em> including <strong>Samsung\u2019s <em>Anycall<\/em><\/strong> and SK Telecom\u2019s <em>TTL<\/em>, both of which helped elevate those brands outside Korea.(<a title=\"Marketing veteran appointed new head of Korea Tourism Organization after 2 years of leadership vacuum - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/amp\/lifestyle\/people-events\/20251231\/marketing-veteran-appointed-new-head-of-korea-tourism-organization-after-2-years-of-leadership-vacuum?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/li>\n<\/ul>\n<p>His appointment shows the Ministry of Culture, Sports and Tourism\u2019s preference for <strong>private\u2011sector marketing expertise<\/strong> over traditional civil\u2011service or tourism\u2011industry insiders.(<a title=\"Marketing veteran appointed new head of Korea Tourism Organization after 2 years of leadership vacuum - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/amp\/lifestyle\/people-events\/20251231\/marketing-veteran-appointed-new-head-of-korea-tourism-organization-after-2-years-of-leadership-vacuum?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_Marketing_Leaders_Transitioning_to_Tourism_Strategy_Roles\"><\/span><strong>Case Study: Marketing Leaders Transitioning to Tourism Strategy Roles<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Park_Sung%E2%80%91hyuk_%E2%80%94_Marketing_to_National_Tourism_Korea\"><\/span><strong>1. Park Sung\u2011hyuk \u2014 <em>Marketing to National Tourism<\/em> (Korea)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Context:<\/strong><br \/>\nSouth Korea aims to reposition itself as a top global destination and meet the government\u2019s goal of <strong>30\u202fmillion inbound visitors annually<\/strong> <em>ahead of schedule<\/em>. Park\u2019s marketing and organisational leadership \u2014 developed through global campaigns with Samsung \u2014 were key factors in his selection.(<a title=\"Korea Goes All In on 30 Million Tourist Goal with New Bureau, Marketing Chief, Presidential Council - Seoul Economic Daily\" href=\"https:\/\/en.sedaily.com\/politics\/2026\/01\/01\/korea-goes-all-in-on-30-million-tourist-goal-with-new?utm_source=chatgpt.com\">Seoul Economic Daily<\/a>)<\/p>\n<p><strong>Strategic Implication:<\/strong><br \/>\nBringing in a creative marketer signals a shift from traditional tourism promotion (event\u2011and\u2011site focused) toward <strong>brand\u2011centric, globally competitive destination marketing<\/strong> \u2014 much like how consumer brands are elevated with storytelling and cross\u2011market campaigns.<\/p>\n<p><strong>Comment:<\/strong><\/p>\n<blockquote><p>This is a <em>paradigm shift<\/em> in K\u2011Tourism thinking \u2014 from <em>promotion<\/em> to <em>brand building<\/em>. A creative marketer with international campaign experience is ideally placed to pivot toward <strong>digital and global audience outreach<\/strong>, especially targeting Europe and North America. (analysis)(<a title=\"Korea Goes All In on 30 Million Tourist Goal with New Bureau, Marketing Chief, Presidential Council - Seoul Economic Daily\" href=\"https:\/\/en.sedaily.com\/politics\/2026\/01\/01\/korea-goes-all-in-on-30-million-tourist-goal-with-new?utm_source=chatgpt.com\">Seoul Economic Daily<\/a>)<\/p><\/blockquote>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Feel_the_Rhythm_of_Korea_%E2%80%94_KTOs_Digital_Tourism_Success_Blueprint\"><\/span><strong>2. <em>Feel the Rhythm of Korea<\/em> \u2014 KTO\u2019s Digital Tourism Success Blueprint<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Case:<\/strong><br \/>\nThe KTO\u2019s <em>Feel the Rhythm of Korea<\/em> campaign blended culture, music and scenic visuals to generate <em>hundreds of millions<\/em> of views and global engagement \u2014 a <em>destination marketing success case<\/em>.(<a title=\"Feel the Rhythm of Korea\" href=\"https:\/\/en.wikipedia.org\/wiki\/Feel_the_Rhythm_of_Korea?utm_source=chatgpt.com\">Wikipedia<\/a>)<\/p>\n<p><strong>Comment:<\/strong><br \/>\nThis campaign shows how <strong>creative storytelling and content digitalisation<\/strong> can attract global attention without relying purely on traditional advertising. Under Park\u2019s leadership, such creative, culturally\u2011infused content models may be amplified further with strategic global distribution and partnerships. (analysis)(<a title=\"Feel the Rhythm of Korea\" href=\"https:\/\/en.wikipedia.org\/wiki\/Feel_the_Rhythm_of_Korea?utm_source=chatgpt.com\">Wikipedia<\/a>)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Cross%E2%80%91Sector_Strategic_Leadership_in_Tourism\"><\/span><strong>3. Cross\u2011Sector Strategic Leadership in Tourism<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Elsewhere in the world, tourism bodies have increasingly looked to <strong>marketing and brand experts (not just tourism professionals)<\/strong> to lead strategic outreach:<\/p>\n<ul>\n<li>In the <strong>Bahamas<\/strong>, the government engaged a <strong>specialised PR and marketing firm<\/strong> to promote tourism in the UK, integrating creative strategy with market outreach.(<a title=\"PR News | Accounts in Transit: Finn Partners Delivers Bahamas Tourism Pitch in UK - Tue., Oct. 19, 2021\" href=\"https:\/\/www.odwyerpr.com\/story\/public\/16949\/2021-10-19\/accounts-transit-finn-partners-delivers-bahamas-tourism-pitch-uk.html?utm_source=chatgpt.com\">odwyerpr.com<\/a>)<\/li>\n<li>Other national boards (e.g., VisitBritain, Tourism Australia) often appoint leaders with <strong>brand management and global marketing expertise<\/strong> to drive <em>destination narratives<\/em> rather than just logistics or event planning. <em>(general trend)<\/em><\/li>\n<\/ul>\n<p><strong>Comment:<\/strong><br \/>\nTourism leadership roles are evolving to prioritise <strong>global brand narrative building, integrated campaigns and audience analytics<\/strong> over operational tourism management alone. (analysis)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Expert_Commentary_Analyst_Views\"><\/span><strong>Expert Commentary &amp; Analyst Views<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Marketing_Skillset_Meets_Tourism_Ambition\"><\/span><strong>1. Marketing Skillset Meets Tourism Ambition<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Park\u2019s appointment reflects a broader belief that <strong>creative brand leadership<\/strong> is crucial for tourism growth in a competitive global market. Governments often shift toward <strong>consumer\u2011brand frameworks<\/strong> \u2014 similar to product marketing strategies \u2014 to ensure destinations stand out in a crowded field.<\/p>\n<p><strong>Insight:<\/strong><br \/>\n\u201cMarketing expertise isn\u2019t just promotional \u2014 it shapes perception, builds affinity and taps into cultural resonance, which is essential for modern tourism.\u201d <em>(industry observation)<\/em><\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Digital_and_Global_Focus_Is_Critical\"><\/span><strong>2. Digital and Global Focus Is Critical<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tourism is no longer sold only through brochures, events or trade shows:<\/p>\n<ul>\n<li><strong>Social media<\/strong> and <strong>video content<\/strong> often drive travel intent.<\/li>\n<li><strong>Influencer partnerships<\/strong> and culturally resonant narratives build <em>emotional trust<\/em>.<br \/>\nPark\u2019s campaign background \u2014 including work on <em>Anycall<\/em>, which blended creativity and global outreach \u2014 aligns with this shift.<\/li>\n<\/ul>\n<p><strong>Comment:<\/strong><br \/>\nHeritage and culture are now packaged like <em>brand stories<\/em>, requiring strategic storytelling, platform optimisation (e.g., TikTok, YouTube) and performance analytics \u2014 skill sets deeply rooted in global marketing, not traditional tourism administration. (analysis)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Meeting_National_Economic_Targets\"><\/span><strong>3. Meeting National Economic Targets<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>South Korea\u2019s inbound tourism numbers dropped during the pandemic \u2014 and now the government has <strong>ambitious recovery goals<\/strong>, aiming for <em>30\u202fmillion foreign visitors annually<\/em> as a national policy priority.(<a title=\"Korea Goes All In on 30 Million Tourist Goal with New Bureau, Marketing Chief, Presidential Council - Seoul Economic Daily\" href=\"https:\/\/en.sedaily.com\/politics\/2026\/01\/01\/korea-goes-all-in-on-30-million-tourist-goal-with-new?utm_source=chatgpt.com\">Seoul Economic Daily<\/a>)<\/p>\n<p>Appointing a seasoned marketer signals:<\/p>\n<ul>\n<li>a <em>results\u2011oriented approach<\/em> to tourism recovery and expansion,<\/li>\n<li>a push to integrate <strong>tourism with the broader global \u201cK\u2011brand\u201d phenomenon<\/strong> (cultural exports like K\u2011pop, cuisine and lifestyle), and<\/li>\n<li>a strategic focus on <strong>international markets beyond traditional Asian sources<\/strong>.(<a title=\"Korea Goes All In on 30 Million Tourist Goal with New Bureau, Marketing Chief, Presidential Council - Seoul Economic Daily\" href=\"https:\/\/en.sedaily.com\/politics\/2026\/01\/01\/korea-goes-all-in-on-30-million-tourist-goal-with-new?utm_source=chatgpt.com\">Seoul Economic Daily<\/a>)<\/li>\n<\/ul>\n<p><strong>Comment:<\/strong><br \/>\nPark\u2019s leadership may catalyse <strong>data\u2011driven tourism marketing<\/strong>, blending cultural promotion with measurable visitor growth strategies, analogous to brand performance metrics in global campaigns. (analysis)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Summary_of_Key_Points\"><\/span><strong>Summary of Key Points<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th>Dimension<\/th>\n<th>Detail<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Appointee<\/strong><\/td>\n<td>Park Sung\u2011hyuk \u2014 former Cheil Worldwide marketing head &amp; Samsung <em>Anycall<\/em> strategist<\/td>\n<\/tr>\n<tr>\n<td><strong>New Role<\/strong><\/td>\n<td>President &amp; CEO \u2014 <strong>Korea Tourism Organization<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Term<\/strong><\/td>\n<td>3 years<\/td>\n<\/tr>\n<tr>\n<td><strong>Key Capability<\/strong><\/td>\n<td>International marketing, global brand campaigns<\/td>\n<\/tr>\n<tr>\n<td><strong>Strategic Mission<\/strong><\/td>\n<td>Support Korea\u2019s goal of 30\u202fmillion inbound tourists<\/td>\n<\/tr>\n<tr>\n<td><strong>Leadership Shift<\/strong><\/td>\n<td>From traditional tourism management toward <em>brand\u2011centric, global marketing\u2011led leadership<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>Bottom Line:<\/strong><br \/>\nThis appointment highlights a <strong>strategic reorientation of national tourism promotion<\/strong> toward <em>global brand marketing<\/em>, indicating that <strong>creative storytelling, integrated campaigns and data\u2011driven audience engagement<\/strong> are now seen as essential tools for destination success \u2014 not just traditional tourism operations.(<a title=\"Marketing veteran appointed new head of Korea Tourism Organization after 2 years of leadership vacuum - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/amp\/lifestyle\/people-events\/20251231\/marketing-veteran-appointed-new-head-of-korea-tourism-organization-after-2-years-of-leadership-vacuum?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<hr \/>\n<p>Here\u2019s a <strong>case\u2011studies\u2011focused breakdown<\/strong> of the recent news that the <strong>marketing expert associated with Samsung\u2019s <em>Anycall<\/em> era has been appointed head of the Korea Tourism Organization (KTO)<\/strong> \u2014 including <strong>what this means for tourism promotion<\/strong>, <strong>comparable leadership shifts<\/strong>, and <strong>commentary from industry and strategy perspectives<\/strong>: (<a title=\"Marketing expert behind Samsung 'Anycall' ad named new tourism ...\" href=\"https:\/\/www.koreaherald.com\/article\/10646808?utm_source=chatgpt.com\">Korea Herald<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study%E2%80%AF1_%E2%80%94_Park_Sung%E2%80%91hyuk_From_Global_Brand_Marketing_to_National_Tourism_Leader\"><\/span><strong>Case Study\u202f1 \u2014 Park Sung\u2011hyuk: From Global Brand Marketing to National Tourism Leader<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Background &amp; Appointment<\/strong><\/p>\n<ul>\n<li><strong>Park Sung\u2011hyuk<\/strong>, a seasoned <strong>global marketing specialist and former Vice President of Cheil Worldwide<\/strong> (Samsung\u2019s advertising arm), was appointed <strong>President &amp; CEO of the Korea Tourism Organization (KTO)<\/strong> effective <strong>December\u202f31, 2025<\/strong>. (<a title=\"Marketing expert behind Samsung 'Anycall' ad named new tourism ...\" href=\"https:\/\/www.koreaherald.com\/article\/10646808?utm_source=chatgpt.com\">Korea Herald<\/a>)<\/li>\n<li>His career spans decades in international marketing leadership \u2014 including management roles in <strong>Europe and North America<\/strong> \u2014 and he is widely recognized for <em>steering globally influential brand strategies<\/em> at one of Korea\u2019s biggest marketing agencies. (<a title=\"Marketing expert behind Samsung 'Anycall' ad named new tourism ...\" href=\"https:\/\/www.koreaherald.com\/article\/10646808?utm_source=chatgpt.com\">Korea Herald<\/a>)<\/li>\n<\/ul>\n<p><strong>Strategic Shift<\/strong><\/p>\n<ul>\n<li>Park\u2019s appointment <strong>closes a nearly two\u2011year leadership gap at KTO<\/strong> and signals a move toward <em>brand\u2011centric tourism promotion<\/em>, leveraging techniques more common in major consumer marketing than traditional destination advertising. (<a title=\"Park Sung-hyuk, Former Cheil Worldwide VP, Appointed as CEO of Korea Tourism Organization\" href=\"https:\/\/new.localsegye.co.kr\/amp\/1065561538569108?utm_source=chatgpt.com\">new.localsegye.co.kr<\/a>)<\/li>\n<li>Government expectations are that he will help <em>achieve the national target of attracting 30\u202fmillion inbound tourists<\/em> by deploying international strategic planning and <em>creative global outreach<\/em>. (<a title=\"Park Sung-hyuk, Former Cheil Worldwide VP, Appointed as CEO of Korea Tourism Organization\" href=\"https:\/\/new.localsegye.co.kr\/amp\/1065561538569108?utm_source=chatgpt.com\">new.localsegye.co.kr<\/a>)<\/li>\n<\/ul>\n<p><strong>Commentary:<\/strong><\/p>\n<blockquote><p><em>Park\u2019s transition reflects a deliberate pivot from operational tourism management toward strategic brand positioning, echoing how global consumer goods brands are marketed \u2014 a methodology tourism bodies increasingly adopt to stand out globally.<\/em> (analysis)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study%E2%80%AF2_%E2%80%94_Samsung_Anycall_Campaign_Legacy_as_a_Marketing_Benchmark\"><\/span><strong>Case Study\u202f2 \u2014 Samsung <em>Anycall<\/em> Campaign Legacy as a Marketing Benchmark<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Why <em>Anycall<\/em> Matters<\/strong><\/p>\n<ul>\n<li><em>Anycall<\/em> was a flagship mobile <strong>brand of Samsung Electronics<\/strong> from the 1990s through much of the 2000s and <em>became a cultural staple in Korea and parts of Asia<\/em>. It used celebrity spokespeople such as <strong>Lee Hyori and later K\u2011pop artists<\/strong> to create emotionally engaging ads that resonated with youthful consumers and helped establish Samsung\u2019s brand identity before the Galaxy era. (<a title=\"Anycall\" href=\"https:\/\/en.wikipedia.org\/wiki\/Anycall?utm_source=chatgpt.com\">Wikipedia<\/a>)<\/li>\n<\/ul>\n<p><strong>Marketing Lessons from the <em>Anycall<\/em> Era<\/strong><\/p>\n<ul>\n<li>Strategic use of <strong>popular culture<\/strong>, music videos and celebrity endorsements gave <em>Anycall<\/em> strong <em>emotive recall<\/em> in markets like Korea and China. (<a title=\"Anycall\" href=\"https:\/\/en.wikipedia.org\/wiki\/Anycall?utm_source=chatgpt.com\">Wikipedia<\/a>)<\/li>\n<li>Agencies like Cheil Worldwide married <em>storytelling with lifestyle imagery<\/em>, helping Samsung evolve from a technology manufacturer into a <strong>global consumer brand<\/strong> \u2014 the sort of <em>cultural resonance<\/em> that modern destination marketing also seeks to harness.<\/li>\n<\/ul>\n<p><strong>Commentary:<\/strong><\/p>\n<blockquote><p><em>Park\u2019s experience with creative campaigns such as Anycall suggests a deep understanding of building emotional and cultural brand connections \u2014 capabilities that are critically relevant for tourism promotion, which increasingly relies on narrative and cultural appeal rather than just information dissemination.<\/em> (analysis)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study%E2%80%AF3_%E2%80%94_Branding_Forward_KTOs_Prior_Campaign_Frameworks\"><\/span><strong>Case Study\u202f3 \u2014 Branding Forward: KTO\u2019s Prior Campaign Frameworks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even before Park\u2019s leadership, KTO experimented with <em>creative tourism marketing<\/em>:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Feel_the_Rhythm_of_Korea\"><\/span><strong>Feel the Rhythm of Korea<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A digital content campaign that celebrated Korea\u2019s culture and scenery through music and story\u2011driven video content \u2014 proving that creative storytelling can <em>significantly enhance global engagement<\/em> without relying solely on conventional tourism promotion channels. (<a title=\"Heartthrob Park Bo-gum named face of Korea's tourism push - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/lifestyle\/people-events\/20250724\/heartthrob-park-bo-gum-named-face-of-koreas-tourism-push?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Collaborative_Brand_Partnerships\"><\/span><strong>Collaborative Brand Partnerships<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>KTO has run initiatives such as \u201c<em>Never Ending Korea<\/em>,\u201d where it tied tourism content with fashion, beauty and tech brands (e.g., LG and Musinsa) to promote travel via <strong>cross\u2011industry marketing channels<\/strong> \u2014 a strategy well suited to someone with Park\u2019s global brand partnership background. (<a title=\"Korea Tourism Organization joins hands with fashion, beauty, appliance brands - The Korea Times\" href=\"https:\/\/www.koreatimes.co.kr\/lifestyle\/travel-food\/20250825\/korea-tourism-organization-joins-hands-with-fashion-beauty-appliance-brands?utm_source=chatgpt.com\">The Korea Times<\/a>)<\/p>\n<p><strong>Commentary:<\/strong><\/p>\n<blockquote><p><em>Tourism marketing has progressively overlapped with lifestyle and cultural branding \u2014 connecting food, fashion, entertainment and travel in ways traditional tourism boards historically did not. Park\u2019s appointment may accelerate this integrated approach.<\/em> (analysis)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Expert_Strategic_Commentary\"><\/span><strong>Expert &amp; Strategic Commentary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Tourism_as_Consumer_Branding\"><\/span><strong>1. Tourism as Consumer Branding<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Park\u2019s move mirrors a broader industry shift where <strong>destination marketing is treated like a consumer brand launch<\/strong> \u2014 prioritising emotional appeal, digital storytelling and <em>global cultural resonance<\/em> over static brochures or commodity selling.<\/p>\n<p><strong>Analyst Insight:<\/strong><\/p>\n<blockquote><p><em>Destination campaigns that integrate pop culture and aspirational narratives often outperform purely informational ones because they create desire, not just awareness.<\/em> (analysis)<\/p><\/blockquote>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"2_Creative_Leadership_in_Public_Sector_Roles\"><\/span><strong>2. Creative Leadership in Public Sector Roles<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Comparisons from other tourism bodies show similar appointments of <strong>marketing and brand specialists<\/strong> rather than career civil servants \u2014 recognising that <em>global audience growth<\/em> requires <em>data\u2011driven brand strategy<\/em> and <em>innovative storytelling<\/em> to drive intent among diverse markets. (general trend)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"3_Measuring_Impact\"><\/span><strong>3. Measuring Impact<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tourism performance metrics under a brand\u2011marketing worldview might shift toward:<br \/>\nDigital engagement and sentiment metrics<br \/>\nCross\u2011platform campaign metrics<br \/>\nCultural relevance and reach indices in key markets (e.g., US\/Europe)<br \/>\nConversion pathways from content engagement to travel bookings<\/p>\n<p><strong>Commentary:<\/strong><\/p>\n<blockquote><p><em>When a marketing expert leads, success is often judged not just by awareness figures, but by conversion efficiency and emotional engagement \u2014 measurements that blend classic KPIs with newer brand health indicators.<\/em> (analysis)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Summary_Why_This_Appointment_Matters\"><\/span><strong>Summary: Why This Appointment Matters<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th>Focus Area<\/th>\n<th>Traditional Tourism Leadership<\/th>\n<th>Park\u2019s Marketing\u2011Led Approach<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Brand Strategy<\/strong><\/td>\n<td>Awareness &amp; feature\u2011based promotion<\/td>\n<td>Emotion &amp; narrative\u2011driven global positioning<\/td>\n<\/tr>\n<tr>\n<td><strong>Audience Targeting<\/strong><\/td>\n<td>Traditional source markets<\/td>\n<td>Broader segmentation &amp; culturally tailored content<\/td>\n<\/tr>\n<tr>\n<td><strong>Metrics<\/strong><\/td>\n<td>Tourist arrivals<\/td>\n<td>Digital engagement + conversion pathways<\/td>\n<\/tr>\n<tr>\n<td><strong>Partnerships<\/strong><\/td>\n<td>Tourism partners only<\/td>\n<td>Cross\u2011sector brand collaborations (tech, fashion, media)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"Bottom_Line\"><\/span><strong>Bottom Line<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This leadership change \u2014 elevating a <strong>global brand marketer known for work during Samsung\u2019s <em>Anycall<\/em> era to head Korea\u2019s national tourism agency \u2014 is more than a personnel decision<\/strong>. It signals a <strong>strategic reorientation toward tourism as <em>brand marketing<\/em><\/strong>: using emotional storytelling, cultural resonance and integrated global campaigns to attract visitors and help Korea compete with other major destination brands. (<a title=\"Park Sung-hyuk, Former Cheil Worldwide VP, Appointed as CEO of Korea Tourism Organization\" href=\"https:\/\/new.localsegye.co.kr\/amp\/1065561538569108?utm_source=chatgpt.com\">new.localsegye.co.kr<\/a>)<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Breaking News: New Tourism Agency Head Appointed Date: Reported recently (2\u202fdays ago) Country: South Korea Appointee: Park Sung\u2011hyeuck New Role: Head of the Korea Tourism&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-18356","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Expert Behind Samsung\u2019s \u2018Anycall\u2019 Campaign Appointed Head of Tourism Agency - Lite14 Tools &amp; 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