1.
Promotional campaign in South Korea Meeting of the Management Committee, Brussels, 8 June 2011 Aleksandra Mecilosek, Promotion Unit DG Agri

2.
Promotional campaign in South Korea <ul><li>EU-Korea FTA (free trade agreement) enters into force on July 1st 2011 </li></ul><ul><li>Promotion centred around the participation at the Seoul Food Week, November 9-12 2011 </li></ul><ul><li>Keep the visual identity used in China </li></ul><ul><li>Slogan: Taste of Europe – Quality Guaranteed </li></ul>

3.
Timetable <ul><li>July: Kick-off with PR activities </li></ul><ul><li>Sep-Nov: Ambassador campaign (national celebrity promoting EU products) </li></ul><ul><li>Sep-Nov: Sponsorship of sports or cultural events </li></ul><ul><li>Oct-Nov: Media cooperation (TV channel, national newspaper, radio) </li></ul><ul><li>9-12 Nov: Seoul Food Week </li></ul>

4.
Seoul Food Week <ul><li>One of the two main food fairs in S. Korea </li></ul><ul><li>Over 93.000 visitors </li></ul><ul><li>Target group: general public and professionals </li></ul><ul><li>Activities organised by DG Agri: </li></ul><ul><ul><li>Stand related activities </li></ul></ul><ul><ul><li>B2B meetings, seminars, workshops </li></ul></ul><ul><ul><li>PR activities, meetings with press </li></ul></ul>

5.
DG Agri stand <ul><li>Dedicated corners with showcasing of products: </li></ul><ul><li>GI wine and GI spirits </li></ul><ul><li>Meat (pork, poultry) and dairy products </li></ul><ul><li>F&V, olive oil and table olives, products processed from cereals and rice </li></ul><ul><li>Food GI and organic farming </li></ul>

6.
Participation of EU producers <ul><li>Presence at the stand with showcasing of products, space in the dedicated corner </li></ul><ul><li>Animation activities (tasting, cooking shows) using their products </li></ul><ul><li>B2B meetings on-site and out of the fair </li></ul><ul><li>Press meetings </li></ul><ul><li>Products used as examples in PR activities </li></ul><ul><li>A pre-information will be sent shortly, invitation to participate will follow in first half of July </li></ul><ul><li>Investment by participants: shipping of products, travel and accommodation </li></ul>

7.
Thank you for your attention!