The Hanoitimes - "This new campaign will focus on presenting Hanoi as a gateway to the rest of Vietnam, to promote Hanoi’s upcoming F1 and SEA Games and to arouse audiences’ interest in Hanoi through social conversations.”
US Cable News Network (CNN) will continue to promote Hanoi in its broadcast and website in the next five years as part of an extended bilateral partnership.
Hanoi as a “Future city”
The Memorandum of Understanding was inked on May 20 by Vice Chairman of the Hanoi People’s Committee Ngo Van Quy and Sunita Rajan, senior vice president of Advertising Sales for CNN International across the Asia Pacific region. Under the cooperation agreement, Hanoi city’s images will be broadcast to the worldwide audience via CNN International channel during the 2019-2024 period.
In the time ahead, the US-based news channel will further the outreach of Hanoi and its culture, history and people, while partnering with the city in international events and technological innovation.
The signing ceremony of MoU
In particular, the Formula Race 1 (F1) will be the spotlight of the 2020 promotional plan .
At the signing ceremony, Tran Duc Hai, head of the Hanoi Tourism Department, said the extended cooperation is based on good results of the previous partnership between the city and the network.
On December 22, 2016, Hanoi inked a US$1-million deal with CNN for broadcasting the city’s stories and luring more tourists to Hanoi as well as Vietnam.
The program has proven to be highly effective in spreading the city's images across the world. A survey by the UK’s largest research consultancy, BDRC Continental, in 2017 and 2018 showed that a majority of respondents found their knowledge of Hanoi improved after watching CNN’s ads (86% in 2017 and 91% in 2018). The figures state that respondents who regularly watched CNN’s coverage would be more likely to travel to Hanoi than those who don’t (17% vs. 11%).
A survey by the British research firm in 2017 found that 55% of respondents said ads on CNN have sparked interest in traveling to Hanoi to discover its food, shopping, culture, and historic relics. The figure of visitors to Hanoi jumped by 111% last year.
Besides, Hanoi has been listed among the most attractive destinations in the region and the world and gained numerous awards such as “Asia’s Leading Destination” and “World’s Leading City Destination” by the 2018 World Travel Awards.
Gateway to the rest of Vietnam
“This new campaign will focus on presenting Hanoi as a gateway to the rest of Vietnam, to promote Hanoi’s upcoming F1 and SEA Games and to arouse audiences’ interest in Hanoi through social conversations”, Sunita told Hanoitimes.
By 2022, CNN will portray Hanoi and Vietnam as an innovation center of the world.
Ms. Sunita Rajan
In 2023-2024, the future of Hanoi will be featured with the theme “Hanoi: a leading mindset”, which will set criteria for Hanoi to join future cities globally.
The channel will produce 30-second clips on the F1 race and Southeast Asian Games 2021, dozens of 60-second clips, a series of 30-minute special television programs, and articles on “Hanoi – Three Generations” and “Hanoi – Future City”, all to be featured on digital platforms along with advertising banners.
According to Sunita, different from previous promotion program, CNN will use a multi-platform approach to carry out an innovative outreach of Hanoi’s image across TV content, digital platforms and social networks in the next five years of the partnership.
The cable news network will leverage its unparalleled reach to target travel audience and will provide an insider perspective of Hanoi to inform, educate, and encourage curiosity through aesthetic and factual story-telling, said the CNN’s senior vice president.