Across Thailand’s Asia Skies.
Vietjet’s growth from a small domestic airline in Vietnam to one of the world’s fastest growing international airlines within six years has been phenomenal. The first airline in Vietnam to be listed on HOSE, Vietjet has a chartered capital of VND3 trillion, meaning Vietjet’s capitalization stands at VND27 trillion (equivalent to US$1.2 billion, or 41.9 billion Baht), accounting for 1.5% of HOSE capitalization as of 15th February, 2017. Vietjet expanded to the Thai domestic market by launching Thai Vietjet Air, which aims to bring low-cost flights with diversified services to the domestic Thai travel market.
Vivaldi was appointed to support the airline’s aggressive growth strategy in Thailand. Beginning with just four domestic routes, Thai Vietjet is focused on fast expansion, growing its market share with ongoing promotional campaigns and innovative marketing. Vivaldi is appointed to support this growth through use of its well-established media relations, as well as consulting on a range of integrated and digital PR PESO-based programs for maximum outreach and reputation management.
Vietjet and Vivaldi joined forces to put together a highly prolific news release plan, with almost daily press release distribution, as well as the distribution to Thai media of the Vietnamese parent company’s market-shifting milestones, all on its rise to becoming one of Vietnam’s most successful growth stories with a true regional reach.
Several key initiatives were used to emphasise Vietjet’s value, innovation and brand reputation. Chief among these were media FAM trips to Taiwan and Vietnam, the latter of which was held in support of a very large concert program bringing international standard musical acts to Vietnam via a huge outdoor concert. Vivaldi is well experienced in managing media familiarization programs, managing logistics, RSVP, media requests and content creation in support of all components. The events were also amplified through a series of detailed on-line advertorial campaigns, with strong written content creation at its heart.
Vietjet has built its growing reputation in Thailand with a series of Zero Baht flight promotions, the cheapest flight offers available to the Thai market. In addition to a constant flow of news dissemination, Vivaldi also provides consulting to Vietjet on how to get the most media value from gossip news, calendar news stories, CSR projects and the promotion of in-airport pop-up displays. A key challenge is in localizing Vietnamese programs, connecting them to Thai consumers and driving demand through Vivaldi’s leverage of key online platforms and blogger outreach. Many famous travel bloggers have joined promotional programs and overseas trips, with the support of Thai/English editing and translation, as well as the management of photo requests and key message emphasis.
Vivaldi also assisted Vietjet in programs centered on recruiting Thai cabin crew. The specialist nature of this type of HR communication requires a deft touch for benefit communication, as well as the communication of the airline’s brand reputation, for which it earned an award as Asia’s Best Employer Brand 2016 following two previous HR award wins.
Key Results within 12 months
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