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Danang International Terminal, operated by AHT (Danang International Airport Investment and Operation Joint Stock Company), is a leading airport in innovation and service enhancement to bring an experience comparable to international terminals in the region. The terminal has become the first airport in Vietnam to be awarded a 4-star certificate by Skytrax and is moving towards the 5-star goal.
In parallel with the improvements in facilities and services to promote strengths and address weaknesses from Skytrax’s regular assessments, the terminal needs short-term and long-term brand guidelines to connect and lead the activities that have been, are being, and will be implemented, creating consistency, synchronization, and
resonance.
Wisdom Agency is a consulting and implementation partner that provides integrated services from brand development and positioning to communication campaigns and brand experiences to support the goal of becoming a 5-star airport in the future.
To address the challenges of Da Nang International Terminal (DIT), Wisdom suggests establishing a brand platform for DIT. First, it’s important to clearly define the relationship between DIT and Da Nang International Terminal Investment and Operation Joint Stock Company (AHT) by creating a brand architecture. This will clarify the roles, levels of presence, and brand connection between the two entities, laying a solid foundation for building the DIT brand.
Subsequently, Wisdom will develop a long-term brand positioning and strategy for DIT, and execute multi-channel communication activities to communicate the brand’s messages and values to both the online public and passengers at the terminal.
Furthermore, Wisdom will also support DIT in organizing community events and activities, contributing to enhancing the T2 image and reputation.
Consulting & building brand platform: Determine brand architecture and positioning for AHT & T2; Complete the T2 brand foundation and identify related elements.
Building communication strategy: activity proposals, material production, post-media evaluation
• Production of mascots (representing station hospitality)
• Design a microsite, creating a touch point between DIT and international passengers
• Visual production: set of photos of Da Nang International Station (photoshoot), key visual series, online banners, social posts, billboards… serving communication campaigns
• Content strategy: Social content (FB/IG), GDN, PR, E-news,…
• Digital strategy: SEM, GDN, social media, wifi marketing
• Video production: reaction video, stunt video,…
• Collaboration with KOLs/Influencers
• Monitor, update and quickly support arising activities
Brand health check: Interview, evaluate and measure effectiveness after communication campaign.
About the brand:
• Da Nang International Terminal (T2) has gained high recognition among the Vietnamese community, with 80% acknowledging its presence.
• In an online survey, over 80% of respondents agreed that “Da Nang International Terminal is the most hospitable terminal in Vietnam,” and as many as 90% confirmed that the terminal is very hospitable.
About the communication:
• Total discussions on social: 44,930
• On the meta platform: Total impressions reached 4,486,298, or 56.08% of the total market volume of 8,000,000.
• 10,935 views on published newspapers. In particular, the average viewing time is 1:02 (minutes).
• On TikTok, it reached 370,500 views and 14,607 interactions.
• YouTube: 42,000 views and 759 interactions.
• Facebook: received 145,00 views and 10,259 interactions.
• Instagram: 316 interactions.
