The Vietnamese capital city of Hanoi has embarked on a new partnership with CNN in a global tourism campaign across a mix of TV, digital and social media platforms.
The Hanoi People’s Committee decided to officially partner with Cable News Network to promote the city’s tourism in 2019-2024 via a memorandum of understanding (MoU) signed at a ceremony in the namesake city on Monday.
According to the MoU, the advertising concept varies each year during the period, including “Hanoi Open to You” in 2019, “Hanoi: Ready to Go” in 2020, “Hanoi: More Than a Destination” in 2021, “Hanoi: Creativity Hub” in 2022, and “Hanoi: A Leading Mindset” in the final year.
Budget for the first four years is estimated at US$800,000 each, while the amount for 2024 will shrink to $200,000, the online newspaper VnExpress reported.
Advertisements will include 30- or 60-second spots, and 30-minute programs to cover different aspects - from history, lifestyle, and people to architecture and technology - of the city that is more than 1,000 years old.
They will be placed adjacent to relevant content on CNN’s TV, digital and social media platforms, using first-party data to reach specific segments and engaging with CNN’s audiences showing interest in editorial content about Vietnam.
Their broadcast markets will include Asia-Pacific, Europe, Middle East, North America, and South Asia.
Prior to Monday’s partnership, Hanoi and CNN had engaged in another tourism promotion campaign worth $2 million, from January 1, 2017 to December 31, 2018.
This campaign proved effective as it helped increase CNN viewers’ awareness of Hanoi by 86 percent in 2017, and 91 percent in 2018, according to BDRC Continental, one of the UK’s largest independent research consultancies.
It was honored with the Best Marketing Campaign Award at the 2018 Tourism Promotion Organization for Asia Pacific Cities (TPO) forum.
In 2017, 4.95 million international visitors came to Hanoi, up 23.1 percent from 2016.
In 2018, the figure topped six million, equivalent to a 21.3-percent rise, according to data collected from tourists to the Vietnamese capital city reported by Kinh Te & Do Thi (Economics & Urban Affairs), the representative newspaper of the Hanoi People’s Committee.