Who this brief is for
- National, regional and city tourism boards preparing a campaign aimed at Korean travelers and working through several outside partners at once.
- Marketing managers who must brief a Korean agency, a travel wholesaler and a group of creators without sending three inconsistent documents.
- Destination teams whose last Korean campaign produced partner posts with outdated opening hours, wrong names or unapproved promises.
- Convention, event and sister-city offices that need Korean partners to promote a specific program accurately.
The questions Korean partners ask first
Before partners write a single caption they usually ask the same things: who is the audience, what exactly may we say, what material may we use, who signs off and what do you want back. If the brief does not answer them, partners improvise from older web pages, machine translation or their own assumptions. The brief is therefore less a creative document than a control document. It protects the board from factual errors and protects partners from being asked to remove content they believed was approved.
Korean travelers also compare destinations closely and check details such as flight options, seasonal timing, local transport and what is actually included in a package. A partner who repeats a vague or unverified statement puts the board's credibility at risk. The brief should therefore separate facts the board has confirmed from ideas partners may develop freely, and state clearly which is which.
What the partner brief should contain
| Section | What it must state | Supplied or approved by |
|---|---|---|
| Campaign purpose and audience | Which Korean traveler groups the campaign targets, the travel period it supports and the single action partners should encourage. | Board marketing lead |
| Approved destination facts | Official place names in Korean and English, attraction details, seasonal information and access options, each marked as confirmed by the board. | Board destination team |
| Claims partners may and may not make | Permitted wording, banned superlatives, and statements on prices, availability, safety or entry rules that need written approval first. | Board communications and legal advisers |
| Assets and usage rights | Which photos, video and logos are available, who owns them, permitted channels, duration and required credit. | Board asset owner and rights holders |
| Approval workflow | Who approves Korean copy, expected turnaround, and what happens when a partner needs a fast answer. | Board campaign owner |
| Tracking and reporting | Tracked links, the report format, the reporting dates and which metrics come from platforms rather than the partner. | Board analytics owner |
Partner types compared
| Partner type | Needs most from the brief | Watch out for |
|---|---|---|
| Korean marketing agency | Audience, tone, approved facts, approval route and reporting format. | Agency adapts claims in good faith; the claims list must be explicit and agreed in writing. |
| Travel seller or wholesaler | Accurate attraction and seasonal information, and clear separation between board content and the seller's own package terms. | Package prices and inclusions are the seller's responsibility and must not be shown as the board's offer. |
| Creator or influencer | Short fact sheet, asset rights, disclosure expectations and a named contact for fast questions. | Creators need freedom to write in their own voice, so restrict only the facts and claims that matter. |
Approved-facts boundary
SWIN writes and structures the brief, but every destination fact, right and commercial term in it comes from your board and is approved by the people accountable for it. Where a point touches contracts, image rights, advertising rules or entry requirements, your qualified advisers confirm it. SWIN is a marketing agency, not a law firm.
Facts you confirm before the brief is sent
- Official names, opening periods, access information and seasonal details for every place the campaign mentions.
- Which image, video and logo assets exist, who owns them and how partners may use them.
- The wording of any offer, discount or event the campaign promotes, and the dates it applies.
- The approval contact and turnaround time partners can rely on.
What the brief must never say
- That partners may use any board image without checking the rights table.
- That the campaign will deliver a set number of visitors, bookings or views.
- Entry, visa or health statements the board has not issued itself.
How SWIN runs the work
- Fact collection. SWIN sends a short list of destination facts, assets and claims to confirm, so the board supplies every approved item once.
- Bilingual drafting. SWIN writes the brief in English and Korean and marks which statements are confirmed and which need approval.
- Approval round. The board checks facts and claims against its own sources and names the partner contact.
- Partner release. SWIN prepares the version sent to each partner type and a one-page fact sheet for creators.
- Review after launch. The board shares partner reports and questions received; SWIN updates the brief for the next phase without promising any particular outcome.
What SWIN can deliver
- A bilingual campaign partner brief with approved facts, claims list and rights table.
- A Korean one-page destination fact sheet for creators and travel sellers.
- An approval workflow with named roles and turnaround expectations.
- A partner report template with agreed fields and tracked links.
- A pre-release checklist confirming every fact and claim has board approval.
Search engines, social platforms and AI assistants decide independently what to show, so SWIN does not promise rankings, traffic, visitors or bookings. The work gives Korean partners accurate material and gives your board a clear way to answer their questions.