Vietnam Airlines - Reach Further

Vietnam Airlines - Reach Further

The BRIC and Next-11 nations are home are home of the next generation of airlines who will make their mark on the global stage. Turkish Airlines has already succesfull established itself as a globally recognized brand name, while the likes of LATAM, China Eastern, Garuda and Vietnam Airlines are gearing up.

When building a respected brand in the often noisy and overcrowded travel sector, partnerships and patience are key. This approach applies to Vietnam Airlines, who has partnered with global ad agency J. Walter Thompson (JWT) to shape the airline’s global image and messaging through a phased approach.

One pillar of the brand building strategy is a campaign called ‘Reach Further’. Last year, JWT and Vietnam Airlines produced a commercial which focused on the carrier’s network by depicting people from iconic international cities being transported to Vietnam at the touch of a pink lotus flower – a symbol of both the nation and the carrier.

This year, a new commercial continues with the Reach Further concept, featuring a state-of-the art fleet (Vietnam Airlines was the second airline to receive the A350) and telling the story of an English coffee shop chain owner who travels long-haul to Vietnam (a major exporter of coffee) to procure beans in a rural location – effectively “reaching fur ther” for his business.

The Reach Further campaign also includes a series of print adverts. Last year the pink lotus theme was prevalent, and now the ads introduce Vietnam Airline employees who reach further for guests.