Developing Hyundai Motor Company’s Plant Tour Program (Ulsan Plant)
The plant tour program of Hyundai Motor Company is an important marketing channel with about 200,000 visitors annually, however, was not maximized due to an outdated visit management system and lack of storytelling contents.
We have diagnosed the problems of the plant tour program from service design perspective in regards to contents, operation, and facility and formulated improvement strategies for systematic experiential marketing.
Strategies were formulated based on the 3 key concepts of Comfortable Tour, Edutainment, and Spreading Experience, and were implemented in stages of contents planning & production and facility improvement.
Contents design aimed to convey the pride, passion and possibility of Hyundai Motor Company, and provide a premium experience and value to heighten the brand image and awareness.