Visit Vietnam – UK trade mission
Launching Vietnam's first overseas representation office and developing an impactful trade marketing program to increase Vietnam’s presence in the UK market.
The Brief
Visit Vietnam turned to The PC Agency to increase their presence in the UK market and open their first overseas representation office. The PC agency team was tasked with promoting the re-opening of Vietnam’s borders and increasing Vietnam’s visibility with the UK travel trade.
Our Approach
The PC Agency developed an impactful trade marketing programme, with the aim to connect with a wide range of trade professionals and educate the trade on why Vietnam should be their destination of choice in Asia. Our diverse trade outreach included an Indochina roadshow, a destination showcase, a B2B trade event and bespoke destination training sales presentations with Kuoni and Emirates’ top sales consultants.
When Vietnam’s borders re-opened in March 2022 we ensured maximum impact among the travel trade and media, securing media interviews with TravelMole, Business Traveller and The Daily Mail as well as hosting a VIP launch event at the Nomad Hotel London. The PC Agency secured a range of sponsors to enhance the event and contribute to its success, including Vietnam Airlines and New World Phu Quoc. The showcase of culture included traditional performances from Vietnamese dancers and musicians, presentations from the Vice President of Vietnam Airlines and a prize draw culminating in an 8 night trip to Vietnam with return premium economy flights.
The Results
Over the course of our trade marketing campaign, we met with over 300 sales agents, securing a partnership with Vietnam airlines to support fam and product development trips. Additionally, we secured coverage in trade press with a total circulation of over 150,000, including an interview in Travel Weekly with Vietnam’s advisory board Chairman.
Our exclusive launch event received rave feedback and was so popular we were oversubscribed. We welcomed 67 VIP guests including top tier trade professionals and journalists such as Daily Mail, SUITCASE, The Telegraph, Abercrombie & Kent, Travelbag, Brown + Hudson and many more.
“We’re very excited about Vietnam’s re-opening and having UK representation. Well done for organising last night!"
“Thank you for organising such an enjoyable evening. It was a beautiful venue and a good schedule of speeches, networking and traditional entertainment.”
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