HanaTour is the largest travel agency in Korea operating 23 overseas branches and 33 domestic offices. They provide a publisher program for partners to promote their destinations through HanaTour's extensive B2B and B2C sales channels. This includes educating HanaTour's network of over 7,500 retail agents, TV home shopping promotions, co-op advertising, and featuring partners on HanaTour's website and mobile apps which receive millions of users each year. The program aims to maximize partners' sales increases and achieve economies of scale through HanaTour's leading position in the Korean tourism industry.

1. Publisher Program
HanaTour Korea
MAY. 16. 2013

2. Index

3. Introduction of HanaTour
• The first ever Korean travel corporation listed on the London Stock Exchange in 2006
• Operating 23 overseas branches
• As a 'Global Culture & Tourism Group' with a step-by-step approach, HanaTour is communicating with global partners from
‘The Hanatour International Travel Show' which is the largest travel exhibition in Korea. (http://www.hits2013.co.kr )
Overseas branch through 23 regions 33 Domestic networks
• HanaTour is No.1 travel agency in Korea based on B2B wholesale business model.
• It holds an unchallenged position in the tourism industry by winning the Korean Brand Star Award for best travel agency for
consecutive 7 years.
• Also leading the travel industry, HanaTour serviced over 2.2 million travelers which amount to 18.2% of total Korean outbound
travelers in 2012.

4. Publisher Program – Value
Proposition
• B2B based business model maximizes the Sales increases
• Connected to sale products & Achieve the economies of scale
• Having 33 domestic branch offices and 23 overseas branches
• Its clients are 1,173 franchisees and 6,399 mom&pops in the nation
• Have more than 280 affiliates.
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• No.1 Brand Power in the industry equipped with most Powerful B2C communication channels
• Connected to sale products & Achieve the economies of scale
• Various activities through On & Offline channels
• Online: Keyword AD, Interworks media-mix AD and etc through Effective Portal sites (Naver, Daum)
• Offline: Outdoor advertisements like subway screen AD, Print AD including magazines, Brochure and etc
• Mass-media: TV, Radio, Newspapers and etc.
• BUSA & HanaTour’s publisher program will match 100% fund of Partner’s investment.

5. Publisher Program – Summary of
Programs
• As a wholesaler, the retail agencies nationwide including franchisees are HanaTour’s key factor to result in a sales volume.
• Get together key retailers and provides information about partners destinations.
• Volume Incentive promotion and a sales contest to B2B channel are the essential activities to encourage sales network.
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• TV Home-shopping / Exhibition :
• All sorts of activities connected to direct sales-increase such as TV home-shopping, Exhibition and etc.
• Integrated Campaign:
• Mass media AD such as TV, Radio, Newspaper, Subway besides an outdoor advertisement and Portal media-mix online
AD that HanaTour has a special contract with.
• US Product Sales by HanaTour Channels:
• Representing channel is HanaTour.com, the official B2C website of HanaTour is the No.1 in travel portal sites.
• The average UV is 230 thousand and the average PV is 5 million. HanaTour has over 1,097,371 online members.
• Specific target aiming activity:
• If partners require the special promotion targeted at the “High-end customers” or “Golf”, “Honeymoon” travel, HanaTour
can promote specific target using HanaTour’s marketing tools.

6. Publisher Program – B2B
B2B
Promotion
B2C Promotion B2B & B2C
• Targeting 7,500 retail agents, organize destination education and training seminars in Seoul, Busan, Daegu, Gyung-gi,
Kangwon and Jeolla provinces.
• Target number of agents for seminar is 80-100 per city
• Hold a sales incentive promotion providing gifts or incentive to agents selling the tour product that features partners product.
• The form of gift will be variety; VI upon sales record, Marketing support such as portal keyword AD, MMS, etc.
• Banner AD on corporate messenger with 32thousands users including retail agents.

7. Promote US tour product through network TV home-shopping channels targeting shoulder season sales.
Details
1) US tour product sales via TV home-shopping channels for 1 hours.
2) Posting online special event page on the website of travel agent, which hosts home-shopping
3) Booking Result:
 Approx. 1,000 calls on average per one time home-shopping are recorded, even though the number of call
would be different depending on season, destination and package price
 The actual booking is about 40%(400pax) out of total call number
4) Budget by Travel Agent & DMO: $40,000 per 1 time home-shopping
Captured image of Home-Shopping Special Online Event page
Publisher Program – B2C > TV Home-
shopping B2B Promotion B2C
Promotion
B2B & B2C

8. Place US advertisement with Hana Tour. The ads will be usually on ad space that Hana Tour has a special contract but if
partner wants to place ads on a special location, this can be also negotiated. Hana Tour has already special deals with major
portal sites and below are list of pre contracted ad space that Hana Tour has.
A. Online Portal sites
B. Viral Marketing via portal site blog, café, twitter and Facebook
C. Online Keyword AD
D. Offline advertising mediums
- Daily Newspaper
- Subway Screen
- Bus & Taxi Shelter
- Landmark Video AD (63 city, Seoul)
- KTX(Korean Train Express) Magazine
Publisher Program – B2C > Co-op AD
B2B Promotion B2C
Promotion
B2B & B2C

9. • AD exposures on major portal sites, NAVER & DAUM
• NAVER & DAUM are top 2 portal sites in Korea, which are used by the over 80% out of total Korea internet users
Publisher Program – B2C > Co-op AD
B2B Promotion B2C
Promotion
B2B & B2C

10. • Exposing US destination story and information of US tour products on the Twitter, Portal blog and Facebook, which are getting
influential marketing tools as 66%, out of total Korea internet users are using
Publisher Program – B2C > Co-op AD
B2B Promotion B2C
Promotion
B2B & B2C

11. • Using the online keyword AD via key portal sites, NAVER & DAUM, it could lead to US product sites of HanaTour for the
general consumer who has a plan to travel in America.
• The keywords are able to be selected as anything related to America Tour (The name of States, cities, entertainments, etc)
• Media mix AD using Major online site such as homepage of the press, portal news sites and etc.
Publisher Program – B2C > Co-op
AD B2B Promotion B2C
Promotion
B2B & B2C

12. A. Major Daily Newspaper
C. Bus and Taxi Shelter AD
B. Subway Screen AD
D. KTX Magazine
• AD through mass media such as TV, Radio, Newspaper and etc.
• Outdoor AD such as using bus shelter, subway screen, landmark spot, shopping mall, apartments and etc.
Publisher Program – B2C > Co-op AD
B2B Promotion B2C
Promotion
B2B & B2C

13. A. Landmark of Seoul (63 City) Video
AD
C. Outdoor AD
B. CF AD
Publisher Program – B2C > Co-op AD
B2B Promotion B2C
Promotion
B2B & B2C
• AD through mass media such as TV, Radio, Newspaper and etc.
• Outdoor AD such as using bus shelter, subway screen, landmark spot, shopping mall, apartments and etc.

14. Publisher Program – B2C &
B2B B2B Promotion B2C Promotion B2B & B2C
• As the largest wholesale agent in Korea, HanaTour has wide range of B2B & B2C channels.
• By working with HanaTour, partner products will be exposed in following US special pages as well as through HanaTour’s
consumer DB an mileage program
• Details of HanaTour.com:
• HanaTour.com, the official B2C website of HanaTour, is No.1 in travel portal sites in Korea.
• The average UV is 230 thousands and the average PV is 5 million.
• Online members are 1,097,371.
• HanaTour.com: www.hanatour.com
• Details of SNS channels:
• Twitter with 66 thousands followers & 7.5 thousands members of Naver community & Facebook with
• Sticker, HanaTour’s exclusive video clip brand, has 2 thousands subscribers with 2 million views
• Smart Phone Applications with over 280thousands downloads
• Twitter: https://twitter.com/hanatour/
• Facebook: https://www.facebook.com/HanaTour.fb
• Café: http://cafe.naver.com/hanatouring/
• Sticker: http://www.youtube.com/user/Stick2r
• Details of Travel Manager (Booking System):
• The official online booking system for the retail agents with 16 thousand users
• More than 50% of the total bookings are takes place through the Travel Manager.

15. L1L1 L2L2
L3L3
L5L5L4L4
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

16. H1H1
H2H2 H3H3
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

17. I1I1
※ Logo shows up
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

18. ※ Target: HanaTour members 700 thousand / 2 weeks
E1E1
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

19. ※ Target: set-up the target case by case / Tourism logo upload
EE1EE1
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

20. M1M1
M3M3M2M2
M4M4
※ Travel manager: B2B booking system. 7.2thousand retail agencies and its 20
thousand employees across the nation use the system. The actual bookings take
place though the system.
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

21. ※FAN: 8thousands
FB1FB1
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

22. MT1MT1
※ 98 thousands copies published monthly. Distributed to 1.1thousands HANATOUR-brand sales agencies and general retail
agencies
MT2MT2
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

23. MT3MT3
※ 128p / 35 thousands copies published monthly. Distributed to 1.1thousands
HANATOUR-brand sales agencies and general retail agencies
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

24. VIPVIP
※ The official VIP service of HanaTour.
Send 2 times in a year targeted to Summer & Winter Peak season to very important customers.
DM to 9,866 members & email to 8099 members
At least 2 month of previous notice is necessary.
B2B Promotion B2C Promotion B2B & B2C
Publisher Program – B2C & B2B > Sales Channels

25. • If partners require the special promotion, targeting the particular objectives such as honeymoon, golf and luxury demaneds
• It could be possible to promote specific target using the HanaTour marketing tools.
Publisher Program – B2C & B2B > Specific
target
#2. Hawaii Honeymoon Promotion
- Details:
• In order to increase honeymoon tour product sales, the honeymoon promotion sets up with HanaTour
Honeymoon team before beginning the hot wedding season(Spring & Fall) in Korea.
• Carrying out early-bird booking promotion on online event page of HanaTour website.
• Providing giveaways for honeymooners who books the products on the HanaTour website on first come first
serve basis.
#3. Marianas Golf Promotion
- Details:
• In order to increase awareness of Marians as a best golf tour destination and the volume of golf tour product
sales, Saipan Golf Tournament is co-hosted by Marianas Visitors Authority and HanaTour.
• Distributing the promotion golf posters to the 600 major retailers of HanaTour
• Posting the special online event page on the HanaTour website
#1. America Zeus Promotion
- Details:
• Zeus is the Premium Luxury Brand of HanaTour. Targeting at the High-end customers.
• It has high-end demands specialized marketing tools different from general leisure demands.
B2B Promotion B2C Promotion B2B & B2C

26. Contact Information
Ji-hee Lee / Assistant Manager / HanaTour headquarter
winner@hanatour.com
82-2-2127-1274
1. Gonpyeong-Dong, Jonno-gu, Seoul, Korea
Young-moon Lee / Director / HanaTour LA
ymlee@hanatour.com
1-213-736-1212
3053 W. Olympic Blvd. #101 Los Angeles, CA 90005
Kwang-bum Lee / General Manager / HanaTour NewYork
kblee@hanatour.com
1-718-640-4004
147 W 35ST, #709 NewYork NY 10001
Hyun-ah Bang / Branch Manager / HanaTour Hawaii
9407bang@hanatour.com
1-808-947-1212
2222 Kalakaua Avenue, Suite 714, Honolulu, Hawaii 96815