ASSIGNMENT 3: Design an Integrated

Marketing Communication Campaign

Lecture: Ms. Luu Thi Minh Nghia

Team Members:
Nguyen Khanh Nam - S3689740
Le Hoang Minh - S3777071
Tran Huu Duy - S3694868
Nguyen Le Viet Quan - S3726146
Nguyen Phuong Anh - S3699894
Nguyen Viet Hong Duc - S3652004
 1. Brand Overview 6. Content Master Theme

➢ Brand Choice ➢ Campaign Theme & Content Pillars

➢ About Lotte Hotel Hanoi ➢ Master Theme

2. Client Brief 7. Content Process

➢ Marketing Team
3. Target Audience ➢ Marketing Channels
➢ Overall Schedule
➢ Target Audience
➢ Detail Timeline
➢ Customers’ Profiles
➢ Budget Plan
➢ Customers’ Insights

4. Research Results 8. Success Measurement

➢ Key Findings From Past Assignment ➢ KPIs and Metrics
➢ List of Tools
5. Campaign Brief
9. Key Takeaways
➢ Big Idea & Key Message
10. Reference

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BRAND
OVERVIEW
https://www.lottehotel.com/hanoi-hotel/en.html

https://www.facebook.com/LOTTEHOTELHANOI/

https://www.instagram.com/lottehotelhanoi/

https://www.youtube.com/channel/UCo80NhdjC9sY2G7z
md-HGSg

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 1. Hotel 2. Service
❖ Name: LOTTE Hotel Hanoi ❖ “5* Hotel with 6* Service”

❖ Type of Industry: Hospitality ❖ International-standard

❖ Opening: 2nd September 2014 ❖ Professional staff

❖ Address: 54 Lieu Giai Street, Ba Dinh District, ❖ Outstanding facilities

Hanoi ➢ Accommodation
➢ Food & Beverage
❖ Tagline: Ultimate Luxury & Comfort ➢ Spa & Fitness
➢ MICE
❖ Achieved 2019 Travellers' Choice Award

❖ #2 in Top Luxury Hotel in Vietnam by TripAdvisor

currently

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CLIENT BRIEF
Objectives / Goals
Sales objectives: Increase bookings on website & mobile apps
Communication objectives: To raise awareness and promote Lotte as the
most unique, worthy-to-book property with top service in Hanoi

Budget / Duration:
500 million VND for 6 months of low season (April to June)

Target Service:
Accomodation, Spa, and F&B

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TARGET
AUDIENCE
Demographic High Price
➢ Age: 28-45
➢ Gender: All gender
➢ Occupation: Managerial positions, business owners
➢ Social Status: Upper Class
➢ Income: High disposable income

Geographic
➢ Vietnam - Expats or Vietnamese (for this campaign)
Low Convenient High Convenient
Location Location
Psychographic
➢ Luxurious Lifestyles
➢ Willing to pay extra for that “cherry on top”
➢ Want to feel “special”, “exclusive”

Behavioral
➢ Use our services during holidays, business trips Low Price
➢ Use social media & enjoy sharing their activities

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Van Anh is currently a financial
advisor and manager at Manulife
Vietnam. She used to hold
managerial positions for many big
companies in Vietnam. She enjoys
participate in many events and
travel frequently.

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Van Anh enjoys high-class services such
as staying at 5 star hotels, training at
premium gyms and waiting for flights in
VIP lounges. She loves sharing all of her
activities with her friends and followers
and review about her experiences.

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Antoine is the National Sales
Director at Classic Fine Foods.
He is French, who lives and
works in Ho Chi Minh city.
Antoine cares about fine dining,
travelling and luxurious
accommodations.

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Antoine travels frequently. He enjoys
sharing the unique activities of his travel
to his friends and family. He mainly
shares posts of videos, location or event
related to high-class cuisines.

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 Customers’ Insights Target Group

Lotte’s target customers have high High-income adults

standards for products and services and Customers who are willing to pay for the
they also want to feel “special”, to feel best services.
“exclusive”. When they travel, they want to
try the nearby unique experiences to share
those experiences to their social network.

Drive Engagement for Customers Value to Customers

Promise them the feeling of being “special” Unique, “exclusive” experiences & benefits.
by offering unique services
Show clear examples of “exclusive” benefits
that they can receive.

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RESEARCH
RESULTS
 ❖ Website is the weakest among ❖ Global campaign ‘Lifetime Friend’ is
main channels. No contents not well executed by Lotte Hotel
about campaigns are posted. Hanoi.

❖ Not enough Unique Selling Points.

❖ Much more rational contents than
USP of sky view is not long-lasting.
emotional contents => Customers
are less attached to Lotte.

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CAMPAIGN
BRIEF
 Big Idea: At Lotte Hanoi, you’re not our customers, you’re our
friends.

Lotte Hanoi already has excellent staffs and excellent service. However, to truly promote
the hotel to be the most unique, and has the top service in Hanoi, they need to make the
customers truly feel “special” when staying at Lotte. At Lotte Hanoi, we will go the extra
mile to do what a friend would do to make your trip as comfortable and as worth-your-
time as possible.

Key Message: Lotte - You’ve got a friend in Hanoi

Key hashtag: #LotteFriend #FriendshipDay #Hanoisummer

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CONTENT
MASTER THEME
 You’ve got a friend in Hanoi
Pillar

Why Lotte is your friend An invitation from Hanoi Let’s celebrate our friendship!
Objective

Show people how when staying

Invite people to come to Hanoi Reinforce the message through
in Lotte Hanoi, you’re treated as
for summer real customers’ experiences
a precious friend of Lotte

Brand film, articles about the Social media contest with prizes
Articles, videos, photos of
Content

unique services of Lotte to encourage people to share

unique and exciting activities,
(including new app functions) their unique experiences with
events, and locations that you
that showing how Lotte will do Lotte. Offline event: Lotte
can experience in Hanoi
for you what a friend would do Friendship Day

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Purpose
❖ Attract viewers’ attention through appealing
story telling
❖ Raise brand awareness
❖ Express the key message

Script
❖ The film show a customer’s trip to Hanoi in 2
scenarios side by side. One is a where he travel
to Hanoi and stay at a friend’s house and the
other is where he travel to Hanoi and at Lotte. By
comparing how his friend go the extra mile to
help him throughout the trip to how Lotte would
help him in the same way, the message You’ve
got a friend in Hanoi (Lotte) is expressed

Channels
❖ Youtube - Website - Facebook

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 Purpose:
❖ Providing the customers an unique and exclusive
service
❖ Raise the value of the brand’s service
❖ Providing the customers another reason to visit
Hanoi and choose Lotte

App functions:
❖ Weather forecast.
❖ Recommend nearby activities, locations.
❖ Timetable for events in Hanoi.
❖ Booking through app (with added benefits).
❖ These functions are exclusive for Lotte customers. 3
days free trial period.

Promotion channels:
❖ Website
❖ Youtube (Featured in brand film)
❖ Social Media platforms

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23
 Broad

Practical Magnetic

Useful Entertaining
Smart Immersive

24 Personalized
 Magnetic Contents
➢ Brand Film
➢ Review articles, social posts
about the activities of Hanoi
➢ Posts of real customers’
experiences with our unique
services
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Practical Contents
➢ Articles about how to use
our app or our unique
services
➢ Descriptive articles
providing the information
about the nearby events
activities and locations (Such
as address, opening
locations, ticket price,
signature dish)
CONTENT
PROCESS
 Client: Lotte Hotel Hanoi Agency
Members: Members:

Assistant Marketing Manager Director VFX Production

Digital Marketer Producer VFX Producer
Art Designer Editor VFX Creatives
Marketing Coordinator Still Photographer Motion graphics
Sound & Mix BTS

Contents: Contents:

Social Posts, Website articles, App contents Brand films, Photographs

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Lotte’s booking application will include a new
function to support the brand’s message.
New function introduced on mobile app
Based on user’s location, the app can suggest
nearby amusing experiences.

At first, users are provided with rational appeals:

address, price, opening hours, and local weather
forecast.

Customers who seek for further information can

access reviews, blog posts about the places.

Main target: Current customers of Lotte.

Non-members are given a free 3-day trial.

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 Website is the channel having the most contents
uploaded during this campaign.

Reasons:
❖ Current website performance is fragile
❖ Very limited contents on website
❖ The hotel plans to run SEO in near future
❖ Weak synergy with other platforms

Contents:
❖ A landing page to introduce unique services
(including app functions) and the event:
Lotte Friendship Day
❖ Posts, articles about Hanoi
❖ History, culture, cuisines, humans

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To increase synergy across platforms, a
live-feed to social media will be
implemented on website homepage

=> Magnetic theme based on user-

generated contents will drive both
engagement and in-coming traffic.

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Lotte’s Friendship Day - Offline Event

Lotte will set a new tradition of conducting an annual event to

celebrate their friendship with customers.
Date: 24/05
Capacity: 300 guests
Location: Lotte Hotel Hanoi

Invitations will be sent to 150 exclusive members. Each person can

invite 1 friend to the event.

Theme of the event is to give customers the same feeling as if a

friend is inviting them over for a home-party.

Activities could include games such as mini-golf, pool games,

barbeques, wine tasting.

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 Email Marketing

Improve tone of voice: More friendly use

of language.

To improve open and click rates, emails

should provide more magnetic contents
with emotional appeals.

(E.g. highlights from #LotteFriend user

generated photos, stories and
experiences of customers - with their
permission)

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 Google Display Network

Lotte will run advertisements to promote their

new image of a friend by using services provided
by Google, as well as their app’s new function.

Previously, Lotte’s display ads were considerably

ineffective. However, with the aforementioned
improvements in contents, Display Ads promises to
Online PR - E Newspaper earn greater results.

Lotte will have 2 articles on VnExpress, one to

recap the Friendship Day, another to recap the
whole campaign.

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On social media platforms such as Facebook and Instagram,
Lotte will utilize both organic and paid contents to reach a
broader audience.

Instead of just promoting Lotte’s products and services, boosted

posts will focus more on magnetic contents about Hanoi.

Other practical contents will also include guides on how to use

the app’s new functions, information about offline events at Lotte.

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SUCCESS
MEASUREMENT
 Brand
Reach Act Convert Engage
Journey
Interaction, Nurture Other KPI
Raise awareness
Objective for Lotte Hotel
engagement with Sales and profit relationships ➢ Video
customers with customers
○ Views (15k views FB, 5k views on
Revenue value % Open email youtube, 10k views on website)
Pages/visit
Website visitors Sales value rate
Social media
Comments on
% sale booking % Click per
○ 90% good comments about the
social media
Indicator followers
Times on site
through app email video
Bounce rate % sale booking Shares through ➢ Events
App download through the social media
website ○ Number of people going to the
events (300)
40.000 followers on
15% of sales, ○ Positive feedback from the guest
Facebook
revenue than last
80.000 app (90%)
Pages/visit: 4 year’s summer 30% open email
download
pages/ visit 25% booking rate
Target 50% Bounce rate
Times on site: 3 through the app 20% click per
Website visitors :
minutes 30% booking rate
20k visits from
through the
Vietnam
website

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Google Display Network: when people type specific keywords related to Lotte, GDN will make Lotte main website appear on
users’ screen.

Facebook Data Analytics: Tracking users and how they react to posts on Facebook

Instagram Data Analytics: Tracking followers actions and how they react to stories, posts and so on.

Netlytic: a tool that measures the reaction of the public on social media channel in terms of likes, shares, comments, as well
as the trend of reactions.

NeilPatel: a free tool that provides SEO analytics for websites

Alexa: a paid tool that allows agencies to research web insights. Agencies have to pay 299$/month to have these functions.

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 The benefits that this campaign brings:
- Spreads awareness widely through multiple channels.

- Creates a “persona” for LOTTE Hotel: “A knowledgeable, caring and supportive friend that you can
count on”

- Creates new key selling point => LOTTE Hotel will be able to compete with other competitors.

- Generates a pool of potential customers from meaningful mobile application.

- Gives customers reasons to visit Hanoi during the low seasons

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 Nguyen Khanh Nam - S3689740: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content
Process, Success Measurement, Key Takeaways, Reference, Slide Design.

Le Hoang Minh - S3777071: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content Process,
Success Measurement, Key Takeaways, Reference, Slide Design.

Tran Huu Duy - S3694868: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content Process,
Success Measurement, Key Takeaways, Reference, Slide Design.

Nguyen Le Viet Quan - S3726146: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content
Process, Success Measurement, Key Takeaways, Reference, Slide Design.

Nguyen Phuong Anh - S3699894: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content
Process, Success Measurement, Key Takeaways, Reference, Slide Design.

Nguyen Viet Hong Duc - S3652004: Brand Overview, Client Brief, Target Audience, Research Results, Campaign Brief, Content Master Theme, Content
Process, Success Measurement, Key Takeaways, Reference, Slide Design.

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