SOUTH KOREA. Lotte Duty Free has released a new ‘travel sitcom’ across the Lotte Cinema network, featuring hugely popular K-pop group BTS. A video teaser (below) has already attracted 4.1 million views, said the retailer.
The three-episode programme, titled ‘Friends must fly out’, airs from 9-15 September through Lotte Cinemas, followed by Lotte Duty Free’s social media channels. The launch coincides with a new branding campaign introduced by the company and the relaunch of its corporate website, as reported.
Cinema-goers who view the early screenings from 9-15 September have the chance to take home free cosmetics gifts, as well as win coupons. Once the sitcom is released on social media channels there will be further chances for fans to win prizes, said Lotte Duty Free.
Lotte Duty Free Head of Marketing Lee Sang-jin said: “We are delighted to be able to provide a different experience to moviegoers through Lotte Cinema.”
BTS pop stars are among the high-profile brand ambassadors recruited by Lotte Duty Free to promote Korean culture. The retailer’s recent relaunch of its corporate website reinforces its strong promotion of Hallyu (Korean Wave) activity. Lotte Duty Free said it is an “envoy” of K-culture, with a role in leading global marketing for Korean entertainment and tourism.
