Date post: | 04-Dec-2014 |
Category: |
Real Estate |
Upload: | iwill |
View: | 966 times |
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THE COMMUNICATION AND BRANDING CONCEPT
First proposal
Presented by
• Serviced apartment business in Hanoi is booming
• Key players so far are Somerset and Sedona
• Somerset with its own advanced image and variety in brand and locations has more advantage to go
Goals• Successfully introduce Somerset Hoa Binh
Brand to target audiences with strong brand awareness toward the perception of MAKE LIFE LIVING
• Help raise sales by and after soft and grand opening
• Create Somerset Hoa Binh a new and attractive destination
• Bring added value to ASCOTT INTERNATIONAL brand awareness
Objectives• Brand awareness of 100% of target audiences
in Hanoi • Successfully generating a media campaign that
reaches target audiences with creatively tactical pitching
• Impressively hold the soft and grand opening to mark the boom of the NEW DESTINATION
• Create a LEADER SPIRIT toward the Menu of Choice of target audiences and prospects
Target Audiences and demographic• High-income expats from project, oversea
assignment and industrial zone and their family
• Foreign corporations, organizations and associations
• From average revenue travelers and travel agencies
• The media• Hanoi area
Methodology• Local media pitching focus on interesting editorials
and advertorials• Comic teasing printed-ad in format of telling-a-story to
introduce Somerset Hoa Binh• Sites Media Tour for key newspapers• Impressive soft and grand opening• Public Speaking at some associations briefing in
Hanoi (i.e. AMCHAM, AUSCHAM, KOICA, JICA, etc)• Branding at key sites and events including golf
courses, airport and meetings of foreign associations.
Media pitching• Feature articles topics:
Living experiences Getting into a new environment Culture without boundaries
• Editorials focus: Heartfelt Services How to……(basic guides on Vietnam cultures)
• Advertorial About Somerset Hoa Binh
• News• Out-of-the-box news type which focus on what the
customers want to know
Comic teasing printed-ad• Continuously run a teasing printed-ad in comic
format which combine story-telling and promotion information
Site media tours for key newspapers• Organized once before each opening• Focus on heartfelt services and environments• Reach all major newspapers in Hanoi focusing
on foreign languages edition
Impressive soft and grand opening• Held outdoor• Combined with stunts, sound and vision
effective• Details to be developed later
Public speaking• Holding some association’s briefing at some
key societies like AMCHAM, KOICA, JICA, etc• Topic: accommodation, housing and living, etc• Combined with promotion campaigns
Branding at key sites and events• Branding at golf courses, clubs, airports, • Branding at large meeting of foreign
association in Hanoi
Promotion methods• Vacancy bonus• Extra services • Corporate rate
About VEC• The 3rd largest Vietnamese firm in
communication services• The 1st rank Vietnamese firm in event
organizing in the North• Strategic thinking and be adaptable• We are proud to be agency for Heineken,
Mobifone, Ford• We are the exclusive partner of Twentieth
Century Fox Television in Vietnam• Please visit www.vec.com.vn for your
information
This is the concept proposal onlyDetails will be developed upon approval
Thank you very much for your attention
Presented by