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BRANDING • CREATIVE • WEBSITE • SOCIAL • SEO • PAID ADS
Spearheading a destination marketing initiative for Quang Nam, Vietnam
THE STORY
At the start of 2022, as Vietnam was preparing to reopen its borders to travellers after the pandemic, the Ministry of Culture, Sports, and Tourism in Quang Nam sought support from the private sector to promote its tourism offerings as part of the recovery process.
Thien Minh Group agreed to sponsor a destination marketing intiative for the duration of 2022. Mr. Tran Trong Kien, Chairman of TMG, gave us the task of building a world-class portal and social media presence of Quang Nam Tourism, with a focus on sustainability and eco-tourism.
THE BRAND
With just two months until the opening ceremony of Tourism Year 2022, we worked quickly to conceptualise an brand identity for Quang Nam Tourism, source creatives to support the project, and start content creation for the new website and social media channels.
We designed a logo for the project, incorporating the province's existing logomark, and developed an eye-catching visual language suitable for a destination in Central Vietnam. Our team drew art illustrating the two UNESCO World Heritage Sites in Quang Nam, and produced icons, maps, and patterns to support communications with travellers.
THE VISUALS
Our team was incredibly fortunate to partner with award-winning Vietnamese photographer Hoang Anh Nguyen, who journeyed the length of the province with us to shoot images. Her photos captured the beauty and essence of Quang Nam, and were an essential part of the project's success.
We collaborated with two local production teams to shoot video series introducing the attractions of Quang Nam beyond Hoi An, as well as videos showcasing local ingredients and traditional crafts.
We also partnered with Igor Imranshoev of Halo Media to produce five striking 360-degree tours of cultural sites and natural landscapes in Quang Nam, complete with embedded photography, audio, and video.
THE PLATFORMS
The website for Visit Quang Nam was structured around five content pillars, and held a wealth of practical information for travellers, on everything from weather to local festivals. We embedded interactive maps of the historic Hoi An Ancient Town, and foodie maps showing popular eateries.
Our team partnered with experts from the Swiss Sustainable Tourism Program (SSTP) to create a Green Travel page, a section of the website dedicated to showcasing sustainable tourism offerings, with detailed articles around the pillars of sustainability and responsible travel guidelines.
The website was fully optimised for search engine queries and translated into Vietnamese for domestic travellers.
Our team also managed social media accounts on Facebook, Instagram and YouTube on behalf of Quang Nam Tourism. Here we held monthly giveaways, reshared travellers' experiences, and published engaging insider stories to the delight of locals and visitors.
THE RESULTS
For an entire year from the launch of the website in March 2022, our team led digital marketing on behalf of Quang Nam Tourism.
By the end of the year, the website was drawing upwards of 34,000 visitors each month, who stayed on our pages for an average of 3.17 minutes. Every month we reached more than half a million people on social media, and 50,000 new fans were following our accounts.
The team produced 12 videos, shot more than 1,200 photographs, built five 360-degree tours, written 50 articles in English and another 50 in Vietnamese, and promoted 60 events. Best of all, we were able to showcase lesser-known locations and support the recovery of countless small businesses.
In 2024, Quang Nam Tourism received the award for Best Regional Tourism Board in Southeast Asia at the World Travel Awards, a testament to the quality of work and commitment of everyone involved in the project.
"Your big efforts have brought us a professional platform that vividly showcases the heritage, nature, and people of Quang Nam to the world. We truly appreciate your support and look forward to continuing this meaningful partnership."
HUYNH THI MINH TAM, VICE DIRECTOR, QUANG NAM TOURISM
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