Vietnam Travel selects Cowan for tourism strategy

Cowan Style Company’s winning entry comprised a star-shaped logo and the slogan ‘Vietnam-A Different Orient’. Both logo and slogan will be adopted for the nationwide tourism marketing programme for the 2011 to 2015 period.

VTNA director Nguyen Tuan said that the first-prize winner from the contest will be selected to pre-plan the marketing strategy for the country’s travel and leisure in the period.

Tuan asserted this is the first time VTNA has hired an external company to map out the actual marketing strategy with regard to tourism improvement. 

Late last year it was announced that Vietnam Tourism intended to ramp up its advertising activities.

The marketing strategy is expected to help achieve the country’s travel and leisure industry target of VND110 billion (US$5.6 million)  in revenue this season, up from VND96 billion (US$4.8 million) in 2010.

Along with the brand new change in advertising activities, VTNA is expected to continue its other activities including festivals and trade shows including TRAVEX, FITUR, ITB Berlin, JATA Travel, ITB Asia and Globe Travel Marketplace. 

Tuan stated that VTNA is also focusing on a plan to spread out representative workplaces in international countries. “We wish to open workplaces in crucial markets such as China, Northeast Asian countries and traditional Western Europe,” he explained. 

VTNA expects to welcome 5.3 to 5.5 million international visitors this season compared to 5.05 million this past year, and close to 30 million local travellers, upward from 28 million this year.