Hanoi case study

Hanoi hero image

Harnessing local
knowledge to
drive awareness

Hanoi Tourism

The 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.


The solution

Hanoi Tourism selected CNN for a two-year multi-platform partnership that evolved from the introduction of Hanoi as an ideal travel destination to an exploration of Hanoi’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.

Hanoi image

Feature site 

A campaign feature site developed by Create, further extended the campaign's digital content.


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817+ thousand

Hanoi POV page views

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4.2+ million

Facebook views

68+ thousand

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