[The Insight]
지난해 열린 祝祭서 紹介 映像 上映
系列社 全事業場에 弘報 冊子 配布
屋外 廣告 活用해 應援 文句 揭示


한화그룹은 지난해 7月부터 아쿠아플라넷, 갤러리아 百貨店, 한화호텔앤드리조트 等 一般 消費者와의 接點이 많고 認知度가 높은 系列社의 모든 事業場에 弘報 冊子를 配布하고 디지털 사이니지를 活用해 應援 文句를 揭示하는 等 釜山世界博覽會 誘致 弘報에 나섰다. 한화이글스 프로野球團을 통한 弘報 活動도 進行했다. 韓華이글스 選手들은 지난해 8月부터 釜山世界博覽會 誘致를 祈願하는 스티커 패치를 붙이고 競技에 나섰다. 大田球場에선 電光板을 통해 釜山世界博覽會 誘致 弘報 映像을 持續해서 내보냈다.

한화그룹은 지난해 10月 열린 ‘서울世界불꽃祝祭 2022’에서도 釜山世界博覽會 弘報 映像을 上映하며 엑스포 誘致를 위해 市民의 뜻을 모으기 위한 活動을 進行했다. 한화그룹은 行事 當日 觀覽客이 約 105萬 名에 이르렀던 만큼 75萬 名 以上이 弘報 映像을 봤을 것으로 推算하고 있다. 이어 釜山에서 같은 해 11月 열린 釜山불꽃祝祭에서도 한화그룹은 釜山市와 紹介 映像을 上映하는 等 誘致 支援 活動을 펼쳤다.

韓華에스테이트 이강만 代表 等 經營陣은 지난해 8月 國會 ‘2030 釜山世界博覽會 誘致 支援 特別委員會’ 委員長인 徐秉洙 議員과 타지키스탄, 아제르바이잔, 조지아 等 3個國을 訪問했다. 李 代表는 現地 大統領, 國會議長 等을 만나 釜山世界博覽會 誘致를 위한 協助를 要請했다.

지난해 創立 70周年을 맞은 한화그룹은 釜山世界博覽會 誘致가 釜山 地域을 넘어 國家 全體 發展을 위해 꼭 必要한 일이라고 判斷하고 있다. 國家 次元의 經濟, 社會的 成長의 機會라는 點에서 앞으로도 國內 다른 企業들과 積極的인 誘致 活動에 나설 計劃이다.



Presents video for Expo Busan bid at 2022 Fireworks Festival

Promotion brochures distributed to business sites of Hanwha affiliates

Billboards display messages rooting for Expo bid

Hanwha Group began PR activities for the World Expo 2030 Busan in July last year by distributing promotional materials for the expo and utilizing digital signage with messages rooting for the expo at all business sites of its affiliates with touch points with general consumers and high levels of brand recognition, such as Aqua Planet, Galleria Department Store, and Hanwha Hotels & Resorts. Its professional baseball team Hanwha Eagles also participated in PR activities. The athletes of the team have been wearing patches rooting for Busan to win the expo bid on their uniforms since August last year. Promotional videos for the expo were frequently played on a billboard in the team’s home stadium, Hanwha Life Eagles Park.

Hanwha Group also played a video promoting the World Expo 2030 Busan at the Seoul International Fireworks Festival 2022 held in October last year and carried out activities to boost people’s interest and support in the expo bid. The group estimated that the video was viewed by over 0.75 million people, given that over 1.05 million people were attracted to the festival. Hanwha also conducted activities to support the Expo by playing an introduction video in cooperation with Busan Metropolitan City at the Busan International Fireworks Festival held in November last year in Busan.

Hanwha Estate CEO Lee Kang-man and other executives visited Tajikistan, Azerbaijan, and Georgia along with Rep. Seo Byung-soo, the head of the National Assembly’s Special Bid Committee for the World Expo 2030 Busan, in August last year. CEO Lee asked for cooperation from the countries’ presidents and parliamentary speakers for Busan to host the World Expo 2030.

Hanwha Group, which celebrated the 70th anniversary of its foundation last year, believes that hosting the World Expo 2030 Busan is essential for the development of not only Busan but also the entire country. The group plans to actively engage in activities to help win the expo bid along with other corporations in South Korea as the expo offers national opportunities for economic and societal growth.


지민구 記者 warum@donga.com
Ji Min-gu warum@donga.com