CLIENT

PROJECT
DATE

Phu Quoc
assignment 2
20 April, 2015

Group:
Nguyen Hoai Tam s3394196
Dinh Hong Co

s3425484
Nguyen Thi Ngoc Que

s3445820
Phan Ky Tho

s3517764
Lam Hai Trieu

s3426215

BACKGROUND
Phu Quoc is an original island with high tourism potential
Low awareness: number of trips is lowest among famous tourism destination(2008 2013)
(Euromonitor 2013)
Phu Quocs perceptual map:

Phu Quocs SWOT:

Strength
International airport with regular flights
Hotels with reasonable price
Quiet beaches
Large area -> high potential
No natural disasters
Opportunities
People travel more and more
Tourists tends to like quiet places
Government policy encourages investors

Weakness
Lack of exciting activities at night
Very few entertainment forms

Threats
Low brand awareness
Increasing strong competitors (Da Nang, Nh
Trang)

OBJECTIVES

Increase awareness to 80% of target audience after the campaign

Increase 40% of trips after the campaign compared to the same period of last year

ISSUE
Tourists are not sure what Phu Quoc has to offer that makes it different from other beach
destinations.

PRODUCT IS MOVED BY

CONSUMER IS MOVED BY

PRODUCT POSITIONING

WHO IS THE AUDIENCE?

Parents, 25 40 years old

Middle to high income
Very busy lifestyle
Nature lovers, relax seekers

N/A

PRODUCT BENEFITS

INSIGHT: HOW CAN WE MOVE THEM?

Insurance

Stunning nature
Quiet, sparse of population

They crave for quietness and private relax, to

escape from their busy life.

KEY MESSAGE TO MOVE THE CONSUMER BY

Phu Quoc has so few people that it makes you feel like you own the island.

SCHEDULE
-

BRIEF REQUIRES WORK WITH APPROVALS

May 2015 Aug 2015

Budget: $300,000
Color: blue green sandy
Tone of voice: Soft,
soothing
PRINT

REFERENCE MATERIALS

x DIGITAL

RADIO
RETAIL
OUTDOOR
x
x PR
TELEVISION
xOTHER

ACCOUNT DIRECTOR
PLANNING DIRECTOR
CREATIVE DIRECTOR

URLS & TITLES OF USEFUL BACKGROUND DOCUMENT

[Food for thoughts]

-

http://www.visitphuquoc.info/ Visit Phu Quocs homepage

https://www.academia.edu/7947284/Ph%C3%BA_Qu%E1%BB%91c_v%C3%A0_C%C3%B4n_
%C4%90%E1%BA%A3o Phu Quoc and Con Dao
http://phuquoconline.vn/vi/about/ Vai net ve Phu Quoc Phu Quoc Online
http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/portal/analysis/tab Tourism Flows
Domestic in Vietnam