To introduce the daily direct flight service between Toronto and Seoul to the main-stream general public, as well as to reinforce the branding of Korea Tourism Organization, pop-up booths were setup at two high traffic locations; Pacific Mall and Cineplex Cinemas Markham & VIP. In this activation, attendees were encouraged to post pictures of them interacting with the booth in order to win a flight to Korea – creating a huge buzz on social media. The booth also included a VR experience for guests to interact with and experience travelling in Korea.