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

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