A Digital Media Practitioner, a Dreamer and a Doer
QUANG BINH
FULFILL YOUR INNER HAPPINESS
Top 5 Young Spike Vietnam 2018
This is my submission for Young Spike Vietnam 2018 - the most prestigious and desirable recognition for Marketing & Communication for Vietnamese young professionals.
1. THE TASKS
GET
International tourists, highly educated & have high income who are currently travelling in Hoi An
TO
Have awareness about Quang Binh (QB) & choose QB as their next travel destination
BY
Leveraging innovations in integrated media strategy with high focus on digital media
2. MEDIA STRATEGY
CHALLENGE:
Attract international tourists from Há»™i An to visit Quảng Bình & maintain a sustainable growth rate in terms of visitors
​PRODUCT INSIGHT
3Ds CUSTOMIZATION
DIFFERENT MESSAGES
DIFFERENT TRAVEL PRODUCTS
DIFFERENT AUDIENCES
​to
for
-
QB has various traveling activities suitable for tourists with different expectations.
-
The significant growth in the number of international tourists in recent years might be inversely proportional to QB’s infrastructure development.
​MEDIA INSIGHT
​AUDIENCE INSIGHT
-
People have no awareness about QB or think of it as a boring cave/mountainous province or irrelevant destination to their expectation.
-
People expect to consume relevant media
products with messages that match with their psychology and expected travel experience.
3. MEDIA DEPLOYMENT
Search Engine Marketing
BUILD AWARENESS
TRIGGER INTENTION
-
Display LED at impulsive locations
-
(airports, tourist agencies, hostels, hotels)
-
Create service awareness & inspiration on highest reach platforms (Facebook/Youtube) with targeting for international travelers
-
Own 100% SOV for travelling playlists in Spotify high reach & affinity channelwhich focus on premium content for high income international travelers.
Social Media
Youtube Vogon
Spotify
Display Banner
-
Own high SOV on SEM
-
Customize detailed message for different groups of audiences by their online signals (interest & contextual targeting) on high reach & affinity channels: VOD, Music, Messaging.
-
Retargeting with relevant message combine with chatbot to fully cover consumer journey
Digital LED
Chatbot Messenger
DRIVE CONVERSION
-
Encourage organic review on own
media channel (website, Facebook) -
Discount/promotions for air tickets/tour bookings in QB on top travel partners
-
Expand potential audience by Lookalike
the converted group
Search Engine Marketing
Travel Partners
4. EXPECTED OUTCOMES
$250K
MEDIA INVESTMENT
~12K
VISITORS RECRUITED
50%
ANNUAL GROWTH RATE