INNOCEAN presented "purpose-driven travel," which reflects individual tastes and values, as a key trend ahead of this year's Lunar New Year holiday.
According to INNOCEAN's Data Insight Team on the 10th, recent travelers are prioritizing experience-centered journeys that seek "decisive moments" that inspire their lives, beyond rest or escape. INNOCEAN organized and introduced overseas attractions, carefully selected by advertising professionals on actual commercial shoots, by purpose.
First, for travelers who want to feel the depth of local life and time, it recommended Bari and Matera in southern Italy, and Cheongnamdae in Cheongju, North Chungcheong. Bari and Matera, the backdrop for a Trip.com campaign, are spaces where the daily lives of locals are preserved. You can feel the value of travel as "experiences between people." Cheongnamdae is suitable for experiencing "luxury made by time" through forests and scenery shaped over decades.
As a destination that awakens the senses in nature, it suggested Tromso, Norway. This is where the Genesis GV60 campaign was filmed, and the extreme conditions of the Arctic Circle contrast with the mysterious aurora.
Lastly, for those who want an experience that combines technology, nature, and gastronomy, it proposed the Hyundai Motor Group Singapore Global Innovation Center in Singapore. It is a space where an automobile production facility, a smart farm, and the restaurant "Na Oh," created in collaboration with a Michelin three-star chef, coexist. It shows a new way of life where robotic technology is integrated into everyday life.
An INNOCEAN official said, "Commercial shoot locations are chosen based on strict criteria to capture a brand's philosophy, but those places can, in turn, give greater inspiration to advertising professionals," and added, "We hope you fill this year with diverse inspiration by choosing destinations aligned with your travel purpose."