COMMUNICATION BRIEF - VIVAVIVU.

COM
PROJECT

Product/ Service: Vivavivu flight booking services

SUMMARY

Target Territories: Vietnam - mainly Hanoi and Saigon

Background:
Though having officially launched on the 5th August this year, Vivavivu
already stands out as a flight booking agency with a distinct essence focusing on human emotions and affection, rather than settling for being
a homogenous booking portal.
Vivavivu is in need of a branding campaign that communicates such a
competitive difference to their target publics, utilising both online and
offline marketing strategies that are efficient, yet effective and more
creative than before.
Campaign Objective:
- to raise awareness to at least 15% of the target audience,
by the end of the campaign, that Vivavivu.com is not just a
booking portal, but also a travelling companion that values
human interactions.
- to inspire at least 15% of the target audiences to travel
and explore the new lands
- to increase by 200% the traffics to the website and other
social media sites, mainly Facebook, by the end of the
campaign.
Success Criteria:
- Social monitoring: make a clipping report of all mentions
and talks regarding Vivavivu
- Testimonials - gather the customers feedbacks about
Vivavivus campaign, or recent activities

WHO

Description of Target Segment:

MARKETING

Demographic:

TARGET

Male and Female.

Age: 20 - 40
Income: middle to high

Qiki Angecy

COMMUNICATION BRIEF - VIVAVIVU.COM

Occupation: white-collar workers,.
Geographic:
Hanoi, Da Nang and Ho Chi Minh City.
Psychographic:
Trendy, digital-native
Live young
Love travelling
Behavioral:
Willing to travel often
They want to save time so they use online booking
They tend to read blogs for inspirations and motivations to travel
Consumer Insight:
Vivavivus target consumers like to live young and dynamic. They enjoy
life by frequently exploring and travelling to new places. Hence they
would use a booking agency for the ease of travelling, and to ensure the
safety of their trips.
WHAT
COMMUNICATIO
N STRATEGIES

Brand Essence:
- Vivavivu inspires travelling by setting itself to be a close
friend, or companion, of every relevant customer.
Communication Message:
- Vivavivu is more than a booking portal - behind the
agency is a team full of passion and emotion
-

The lowest prices arent always the best prices

Time is money

Brand Personality

Qiki Angecy

youthful

dynamic

inspirational

transparent - about the prices of airline ticket

COMMUNICATION BRIEF - VIVAVIVU.COM

-

modern

Market Outlooks - in Vietnam:

- The direct contribution of Travel & Tourism to GDP was
VND 149,753.0bn (4.6% of total GDP) in 2013, and forecast to
rise by 6.0% pa to VND 607,858.0bn (9.6% of GDP) in 2024.
Visitor exports generated VND139,496.0bn (4.7% of total exports) in
2013. This is forecast to grow by 6.5% pa, from 2014-2024, to
VND288,428.0bn in 2024 (4.3% of total).
Travel & Tourism investment in 2013 was VND81,987.1bn, or 7.9% of
total investment. It should rise by 6.5% pa over the next ten years to
VND165,089.0bn in 2024 (7.6% of total).
Strategic Message/ Benefit Statement
- Nhng dm ng xa lun lm chng ta gn nhau
hn.
We are not only a booking portal, but also a promised land
Product Key Benefit & Reasons-to-believe(RTB)
-

Transparent airfare

Credible after-sale services

Fast and secured payment

Accumulation promotional program

Itinerary commitment

Customized tours

The Future Plans of Vivavivu:

To increase the sale volume by expanding human resources, training
more staffs and rewarding for staffs who can sell a lot of tickets.
Vivavivu are trying to develop the techniques like the system can
automatically enter the amount of money and the tickets can be
automatically exported for customers.
Vivavivu wants to combine between online and offline marketing
campaign that can be more creative than before.
Developing an inspirational travel blog - have a blogger to post about
travelling topic (articles, photos) to inspire people to travel.
Long term: Vivavivu will develop a program to accumulate

Qiki Angecy

COMMUNICATION BRIEF - VIVAVIVU.COM

points for passengers (membership cards) Eg. discount for
ticket prices.
Developing a travel customized tool on website that help customers to
search about what they want and give them the most suitable results
Vivavivu will have some offline promotions such as passport covers
HOW
EXECUTIONAL
CONSIDERATION

Tone of Voice
- Naturally inviting (enthuses the readers into finding
more about the places being mentioned)
- Friendly (presenting Vivavivu as a friend/traveling
companion to the customers)
-

Inspiring (hypes the readers into wanting to travel)

Enthusiastic (vibrant & emotional)

Execution expectations
- Vivavivu doesn't want to build a brand that has a
commercial" feel need to be more inspirational and
better resonates with the target publics.
MEDIA
CHANNEL
STRATEGY

Communication Channel Tactics

-

Social media: Facebook, Instagram

Blog (Gc Du Lch)

Editorials (newspapers or magazines)

RECOMMENDATI
ON

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Vivavivu Mobile App

The promotional campaign should be relevant to the consumers

interests, presenting itself as a friend, a travelling companion of
every customer, which in turn will motivate and inspire the customers
to travel.