Somerset Hoa Binh - launching


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Somerset Hoa Binh - launching

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