Hanoi Tourism
Raising awareness of Hanoi as a must-see tourist destination
Challenge
Having never embarked on a large scale international branding campaign, Hanoi Tourism wanted to showcase the breathtaking natural beauty and thousand-year heritage of Vietnam’s capital city to an international audience.
The aim was to increase awareness and consideration of Hanoi as a must-visit tourist destination.
Solution
Hanoi Tourism selected CNN for a two-year multiplatform partnership that evolved from the introduction of Hanoi as an ideal travel destination to explore the city’s heritage, culture and history.
Drawing deeply on local knowledge and with strong social and editorial elements that harnessed the power of influencers intimately acquainted with the city, the campaign provided an inspiring and authentic journey into what makes Hanoi unique
Results
Campaign Deliverables
Campaign overview
The campaign involved multiple editorial strands, supported by branded content, digital advertising, social campaigns, TV advertising and short films developed by CNN’s brand studio, Create.
Video
Each strand of the overall campaign contained beautifully shot video and programming, which showcased the different sides of Hanoi, bringing to life each element to create a compelling picture of a unique travel destination.
Digital content
Supported by editorial and dedicated sections on CNN Travel, the campaign’s digital presence complemented and extended on-air activity, throughout.
Feature site
A campaign feature site developed by Create, further extended the campaign’s digital content.
TV advertising
Launching the campaign, Create developed two 30-second TV ads which introduced the themes of ‘Heart of Vietnam’ and ‘Cradle of heritage’ and developed through all the other campaign elements.
Digital & social
Digital ad placements across CNN then aligned around editorial linked to the campaign feature site, enabling CNN’s audiences to discover more. The campaign was amplified through Create’s own social channels, in addition to the considerable social influence of contributors, such as Phoebe Lee, Lan Chi Tran and Linh Pham.
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