Decoding the strategy that helped Vietnam Airlines win the ‘Leading Airline Brand in Asia’ at the 2022 World Travel Awards

Vietnam Airlines won big with two prestigious awards at the World Travel Awards 2022. Notably, the “Asia’s Leading Airline Brand” award marked the achievements of ADT Global in its role as communications strategy consultant for Vietnam Airlines.

Vietnam Airlines wins 2 prestigious awards at the World Travel Awards 2022

The World Travel Awards is often called the “Oscars of the travel industry,” honoring the best travel and aviation service providers in the world. Vietnam Airlines has entered and won in the most important award categories for 7 consecutive years.

At the World Travel Awards 2022, Vietnam Airlines was honored to receive 2 major, reputable awards:

• Asia’s Leading Airline Brand
• Asia’s Leading Airline – Economy Class

For the “Asia’s Leading Airline Brand” award, this is the second time Vietnam Airlines has beaten candidates from many Asian countries to become a leading brand icon. This prestigious award is also a valuable recognition from customers and from domestic and international experts of Vietnam Airlines’ products, services, and brand.

Contributing no small part to this achievement is the communications strategy that Vietnam Airlines carried out with ADT Global. In its role as communications strategy consultant, and in producing content and imagery for the national flag carrier’s digital channels, ADT Global worked in close sync, offering bold ideas and creating impressive promotional campaigns that elevated the brand’s image.

Let’s look back at the “steps” that helped Vietnam Airlines earn recognition and honors at this prestigious international award.

Step by step, “rejuvenating” the brand

Even while going through a difficult period, severely affected by the COVID-19 pandemic, Vietnam Airlines kept striving to innovate, and “rejuvenating” its brand image was one of those efforts.

This “rejuvenation” was marked by a partnership with SpaceSpeakers Group to develop activities and promote the airline’s culture and image, reaching more young people in Vietnam and around the world.

At the same time, Vietnam Airlines gradually became closer to young people by continuously producing trend-driven content, using youthful, optimized, and creative visuals across a range of formats to make the brand stand out.

“Sharp” at applying technology elements to communications activities

With its strengths in technology, augmented reality, and creative communications, ADT Global helped Vietnam Airlines create novel, distinctive interactive-technology content such as AR filters, 360-degree mini games, and livestreams, which drew strong engagement across its digital channels.

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In addition, applying technology in communications also helped Vietnam Airlines enhance customers’ shopping experience. Users could interact directly with each piece of content and experience products and services through multi-dimensional visual effects. This contributed significantly to making the national flag carrier’s brand image feel more modern in the public’s eyes.

Content quality always comes first

In its role as communications strategy consultant, ADT Global also contributed significantly to guiding and executing content across Vietnam Airlines’ digital channels.

By putting quality first, the creative posts and shares from Vietnam Airlines were all invested in, in both form and content, which boosted engagement and drew users in to become die-hard “fans” of Vietnam Airlines.

Making the most of the livestream trend

In December 2021, ADT Global teamed up with Vietnam Airlines to produce the livestream “The Vietnam-US Route: A Historic Milestone,” part of the communications campaign for the airline’s first regular nonstop flight to the US. Thanks to the effort to overcome every geographic and language barrier, and the dedication of the entire team, the livestream was successfully carried out at both ends of the Vietnam-US bridge, marking a historic milestone for Vietnamese aviation in general and for Vietnam Airlines in particular.

In addition, with its Social Commerce Network (SCN), a leading network providing professional social commerce services, ADT Global delivered an effective online sales livestream solution that drove sales growth for Vietnam Airlines.

Thanks to long-term planning, creative display technology, and well-invested livestream content, ADT Global helped boost Vietnam Airlines’ online sales. Notably, during the livestream on its fanpage on July 28, Vietnam Airlines set a revenue record of 2.7 billion VND in 50 minutes, demonstrating both the strong appeal of this online sales format and ADT Global’s capabilities.

Proud to have accompanied Vietnam Airlines as its communications strategy consultant, ADT Global hopes to continue working with the national flag carrier of Vietnam to create more far-reaching campaigns and win more prestigious awards on its journey of “Spreading Wings and Soaring High.”

From the internationally recognized achievements of major businesses, it’s clear that the core factor in establishing a leading position lies in a strategy for designing multi-dimensional, seamless brand experiences. Moving beyond traditional approaches, organizations are proactively integrating an ecosystem of international-standard Vietnamese interactive technology into the structure of how their campaigns run. Realizing these complex performance solutions not only breaks through technical barriers but also demonstrates the technological self-reliance of domestic businesses, creating strong competitive appeal on the regional commercial map.

A central role in sustaining brand engagement belongs to the shift toward smart digital out-of-home advertising platforms. Real-world deployments from key campaigns show that interactive DOOH gives organizations the ability to engage the public and measure the flow of feedback data in real time. Alongside this, applying 3D OOH billboard systems creates a deep visual impression, helping optimize message recall within just the first few seconds of exposure, thereby establishing a superior communications advantage in the digital era.

Source: Advertising Việt Nam