Vietnam Airlines launches international marketing campaign, seeks participation from hotel and tour operators

Airline Industry Information, May 15, 2003

AIRLINE INDUSTRY INFORMATION-(C)1997-2003 M2 COMMUNICATIONS LTD

Vietnam Airlines is currently attempting to convince hotel and tour operators to join its international campaign to bring tourists back to the country following the outbreak of Severe Acute Respiratory Syndrome (SARS).

The airline is planning to spend USD1m on its marketing campaign in addition to offering large fare discounts for passengers from Australia, Japan, France and South Korea. The campaign will advertise the country as a prime destination in mass media in Japan and France and on international television channels such as CNN, CNBC and NHK. The carrier will also hold road shows in key tourist markets.

Vietnam Airlines' marketing department has asked for participation from tour operators and hotels, and urged hotels to reduce room rates by half until September and by 10% during the reminder of the year.

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