VIETNAM: Evaluation of online consumer marketing activities

Changshu, China ⎥ 6 July 2 0 1 7

1

VIETNAM NATIONAL ADMINISTRATION OF TOURISM

International Tourist Arrivals 2007 - 2016

Gro

wth

rate

Source: General Statistics Office Of Vietnam (2016)

4.1 4.23.7

5.0

6.0

6.87.5

7.8 7.9

10

16.6%

0.6%

10.9%

34.8%

19.1%

13.8%

10.6%

4%

0.9%

26%

0.0

2.0

4.0

6.0

8.0

10.0

12.0

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Y2007 Y2008 Y2009 Y2010 Y2011 Y2012 Y2013 Y2014 Y2015 Y2016

Mil.

Top ten source markets

In th

ousa

nds

Source: General Statistics Office Of Vietnam (2016)

2,690

1,540

740

552 507433 407

320 266 257

1,780

1,112

671

491 438338 346

212 214 236

51.4%

38.7%

10.3%12.5%

15.6%

28.1%

17.6%19.8%

24.4%

8.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

0

500

1,000

1,500

2,000

2,500

3,000

China SouthKorea Japan USA Taiwan(China)

Russia Malaysia Australia Thailand Singapore

Y2016

Y2015

Travel & Tourism’s Contribution Share to GDP 2016

Source: The World Travel & Tourism Council (WTTC) (2016)

6.6%

93.4%

Tourism&Travel Others

13.9%

86.1%

Tourism&Travel Others

Direct Contribution Direct and Indirect Contribution

DirectContribution

Direct &IndirectContribution

Volume US$12.1bn US$25.4bn

Ranking 40/184 55/184

Viet Nam – Charm your senses

Main objectives:

. Position Vietnam as a must-see tourism destination in SEA

. Increase international arrivals to Vietnam

. Increase the no. of quality visitors with longer stay and higher spending

. Enhance industry cooperation to leverage resources

Viet Nam – Charm your senses

Digital Marketing Strategy

. Official Website

. Official Facebook page

. Official Twitter account

. Official YouTube account

. Official Instagram account

Viet Nam – Charm your senses

Campaign activities:

ü Google paid search marketing ü Facebook social media marketing (e.g. boosting posts)ü Instagram social media marketing (e.g. sponsored posts)ü Public Relations support

Website: www.vietnamtourism.vn

Social Media

Viet Nam – Charm your senses

Content Strategy

ü Creating a unique voice for the countryü Publishing unique content in as many forms as possible (articles, photos,

videos, etc)ü Providing valuable and timely information relevant to targeted marketsü Customizing content/languages based on targeted markets ü Expanding opportunities for partnership of content development and

integration with stakeholdersü Increasing our ability to track key metrics

Viet Nam – Charm your senses

The Agency is responsible for:

ü Development of an official website for the campaignü Development and/or sourcing of content (copy, photography, video) for official

websiteü Procuring talent and managing visual assets (images, logos, videos)ü Customizing content and translation for each market/languageü Executing and/or managing social media strategiesü Global media management and buying for paid mediaü Weekly/monthly status reports and quarterly in-person meeting (more frequent if

necessary)ü Determining and monitoring KPIs and ROI metrics

Viet Nam – Charm your senses

ü Viet Nam – Charm your sensesViet Nam – Charm your senses

Thank you very much!ng cảm ơn!

MINISTRY OF CULTURE, SPORTS AND TOURISMVIETNAM NATIONAL ADMINISTRATION OF TOURISM