Strategic Marketing Partnership between VNA

& the Tourism Advisory Board

April 14, 2016
Presented by Hawkins Pham, Member of the Tourism Advisory Board
Tourism Advisory Board
Group of Stakeholders

 TAB is a non-profit social enterprise represented by Vietnam’s

leading tourism stakeholders
 The strategic objective of the TAB is to increase Vietnam’s
competitiveness as a tourism destination
 Public-Private partnerships are an integral component in
administering the tourism industry – trade partners can provide
financial, in-kind as well as technical resources
 3 Primary Marketing Channels: Digital, FAM Trips & Media Relations,
and Tradeshows/Exhibitions – for 2016, emphasis will be Online
Marketing
 Increase visitor length of stay and local expenditure, and attract
return visitors. Focus on long-term growth and high-yielding visitors
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MOU between VNAT-TAB
Public-Private Cooperation for marketing Vietnam tourism

The TAB is represented by a broad body of industry stakeholders. In October

2015, the TAB entered into a formal MOU with VNAT to provide support on
marketing activities, including online marketing, tradeshows and FAM trips.
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TAB Leadership & Governance
Board of Directors and Advisory Board members
Tourism Advisory Board
Comprises representatives from a
broad base of industry leaders and
stakeholders in Vietnam’s travel and
tourism sector

 Saigon Tourist
 Thien Minh Group
 HG Travel
 Eurocham
TRAN HUNG VIET TRAN TRONG KIEN NGO MINH DUC  VCCI
GENERAL DIRECTOR CHAIRMAN OF THIEN MINH CHAIRMAN OF HG  Muong Thanh Hotels
SAIGON TOURIST TRAVEL JOINT STOCK HOLDINGS JOINT STOCK  Accor Hotels
COMPANY COMPANY  EXO Travel
 Vietnam Airlines
 Vietjet Air
 Hai Au Aviation
 VinaCapital Hotels
 Ho Tram Resorts
 IDG Ventures
 Vietnam Tourism Association
 Vocational Training College Hue
 Hanoi Tourism Open University
 Ministry of Culture Sports &
Tourism
KENNETH ATKINSON PHAM THI THU HANG NGUYEN BAO HOANG  Vietnam National Administration
CHAIRMAN OF THE SECRETARY GENERAL OF CEO OF IDG VIETNAM of Tourism
SUBCOMMITTEE ON THE CHAMBER OF INVESTMENT FUND
TOURISM AND HOTELS COMMERCE AND
EUROCHAM INDUSTRY OF VIETNAM 4
Appointment of OgilvyOne
Globally recognized agency with strong travel credentials

Their clients include….

National Tourism Boards

VNAT & TAB have agreed to
appoint OgilvyOne as the agency
of record. Their Vietnam office
will handle the full scope of work
for delivering the online
campaign, including:

 Campaign Strategy
 Creative Concept
 Website Development Airlines & Hotels
 Social Media Management
 Media Buying
 ROI Tracking & Reporting

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Consumer Journey
Our platform will target travelers throughout the entire process

Holiday Choosing Researching Researching Booking Tips during Sharing

Inspiration destination activities Lodging travel experience

Facebook Youtube Google Google OTAs Trip advisor Facebook

Instagram Google Trip Advisor OTAs Hotel Sites Travel Instagram
Friends & Travel Sites Travel Sites Hotel Sites Airline Sites websites Trip advisor
Family

The various online channels play a part in different stages of the journey

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E-Marketing Ecosystem
Content driven Strategy
Website

Inspirational Vietnam travel hip

Main organic search driver
Content hub
Provide tools for travellers
Targeted media buying

Instagram Channel Facebook page

Daily content reach and

User generated content
engagement
Establish a #hashtag
Paid media to promote
Run mini activities and media
content
Paid media to spread content

Search YouTube Channel

Organic traffic to website Video hosting channel

Paid search Support search
Promotion of national videos
Syndicate 3rd party videos

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Trade Partnerships
TAB combined with broader industry members*

Governmental & Aviation &

Non-governmental Inbound
agencies Partners

DMCs and Tour Hotel Management

Operators & Investment
Groups

* Trade partnerships are not limited to TAB members. This grouping of logos is only illustrative of
potential partners and is not an exhaustive list of industry members. 8
Strategic Marketing Roadmap
Plans for Future Development

2016 2017 2018

New Destination Localization of Transactional
Website Website Website

+ + +
Social Media Increased Media Target MICE
Strategy Buying Segment/Services

+ + +
Targeted Media VNAT-TAB FAM Trips,
Buying in Western Collaboration on Roadshows, Offline
and ASEAN Markets Tradeshows Campaigns
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TAB’s Long-Term Vision
Leading Destination Marketing Organization in Vietnam

How do we achieve this vision?

Partnership with VNAT and other governmental entities

Inclusive membership representing all stakeholders
Strong content strategy resulting in exposure for our
platform and our partners
 Trade partnerships to target unique inbound markets
 Transparency, accountability and effective communication

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