Hello. We are Realworld, the playable content platform. Even at this moment, various companies and organizations are reaching out to Realworld. When we listen to their stories, their purposes may vary, but they commonly boil down to this question: 'How can we attract more people to our region and spaces?'
Realworld works intensively to plan and execute solutions for our clients' concerns. The '2024 Daejeon Tourism Content Challenge' that ran from last summer through fall also achieved results that exceeded expectations. We present the success story of transforming Daejeon into a city of experiential tourism content.
Overview of the 2024 Daejeon Tourism Content Challenge
The '2024 Daejeon Tourism Content Challenge' was a project collaboration between Realworld and the Korea Tourism Organization's Daejeon-Chungnam branch, aimed at nurturing local creators in Daejeon and Sejong and revitalizing Daejeon tourism. Local residents who live in the area and know it well can introduce hidden gem locations that have been undiscovered until now.
To nurture local creators, Realworld selected 7 teams from June to early August 2024 and conducted training on creating tourism content using Realworld. The participation was so enthusiastic that 6 out of the 7 selected teams completed the program and launched their content. The content was then operated from August 9 to November 8.
Content Introduction and Operations
These Daejeon local creators, true to their roots as Daejeon natives, created content set in Daejeon's original downtown area that has been relatively unknown until now. As if proving that Daejeon has more than just Seongsimdang bakery, the 6 companies' content each showcases its own unique characteristics. You can also feel the warm perspective of love for Daejeon in the content.
The content they created includes: 'Here Soje? Here, Soje!' - traveling through Soje-dong with a cat named 'Sogo'; 'Dad Dream-i's Rescue Operation' - where Dream-i, who became a father, rescues children kidnapped by the villain Explosive Train 999; 'The Missing Big Jam Map Incident' - finding the lost Daejeon Big Jam map with the Mission Expedition Team; 'In Search of Lost Dreams' - rescuing Dream-i who lost his dreams due to an unknown force; 'Dream-i's Time Travel: Find the ESG!' - solving environmental, social, and ethical missions with Dream-i; and 'The Secret of Mokcheok' - reflecting on the history of Mokcheok Bridge at the center of Daejeon.
Since we created great content, we had to promote it enthusiastically too. To publicize Daejeon's original downtown, we conducted promotions in connection with various festivals including the Daejeon 0 O'clock Festival. We also caught tourists' attention by providing Dream-i dolls on a first-come, first-served basis to anyone who completed just one of the 6 content pieces.
Results of the '2024 Daejeon Tourism Content Challenge'
The '2024 Daejeon Tourism Content Challenge' recorded 12,178 plays, achieving results that exceeded the original goal of 1,000 plays by 12 times. The number of reviews and ratings also surpassed existing targets.
The Dream-i doll giveaway event was extremely popular, with all prizes being completely distributed. This confirmed the high demand for Daejeon's character Dream-i. Survey results showed that 89% answered that it helped them travel in Daejeon, and 90% said their interest in Daejeon increased, indicating that the '2024 Daejeon Tourism Content Challenge' content had a positive impact on revitalizing Daejeon tourism.
Insights
Immersive content is emerging as a global trend. Now, only content that immerses participants will survive. This applies to tourism content as well - we must not forget that we all have the desire to become protagonists in fun and moving stories. Tourism content must also evolve beyond just viewing local attractions to providing complete experiences of those places.
Through the '2024 Daejeon Tourism Content Challenge,' Realworld proved that high-quality content can itself become the purpose of visiting a place. We are working hard today to spread this success story nationwide. If you have a desire to attract people to your region as well, please join us at Realworld. Thank you.