This seminar, held to improve capacity in tourism marketing for VNAT staff, was chaired by VNAT leaders, including Ms. Hoang Thi Diep, Mr. Nguyen Quoc Hung and Mr. Ha Van Sieu. In excess of 100 participants who are officials from the functional departments/agencies of VNAT, Tourism Newspaper, Vietnam Tourism Review, Institute for Tourism Development Research and Tourism Information and Technology Centre.
On behalf of the VNAT leadership, Mr. Nguyen Quoc Hung delivered the opening speech which stressed the utmost significant role of brand development in tourism promotion and marketing in every Country which requires the involvement of different stakeholders across various sectors.
At the seminar, Vietnam - Timeless Charm tourism brand was presented by Mr. Le Tuan Anh, Director of Tourism Marketing Department. Accordingly, the logo and slogan of Vietnam tourism brand in general as well as in association with four key tourism product lines of Vietnam tourism industry which are Coast, Culture, Nature-based and City-breaks tourism were highlighted in the presentation.
In addition, brand management was also raised with the presentation of Mr. Vu Quoc Tri, Director of the ESRT Programme. In his presentation, Mr. Tri proposed to further support and enhance the role of the Tourism Marketing Department in VNAT.l. Furthermore, VNAT functional departments/agencies should coordinateand cooperate proactively to create a synergy in the development and sustainability of brand management.
After two presentations, participants discussed and contributed opinions in order to assist Tourism Marketing Department in modifying the Vietnam Tourism Brand Guidelines. It is expected that the Tourism Marketing Department will coordinate with the ESRT Programme to organise three dissemination workshops on Vietnam – Timeless Charm Tourism Brand Guidelines in all three regions of North, Centre and South of Vietnam in October 2014.
INTRODUCTION TO TOURISM BRAND GUIDELINES
Brand development, establishment are the utmost important tasks in tourism promotion and marketing of every country, including Vietnam. In order to promote the Vietnam Tourism Brand, towards developing Vietnam Tourism Branding Strategy, the ESRT Programme supported VNAT in mobilizing domestic and international experts to build the Vietnam Timeless Charm Tourism Brand Guidelines.
The brand guidelines of Vietnam Tourism serve as a toolkit to manage its tourism brand identity systematically and consistently with the intended use to help Vietnam Tourism develop promotion and communication materials that are consistent in design and messages to attract and engage Vietnam’s target audiences.
The main contents of the manual focus on the brand identity of Vietnam Tourism - “Timeless Charm” with its core tourism attributes and 4 key products: coast, culture, natural-based and city-breaks tourism. Moreover, this manual will provide directions and suggestions that help application of the brand in a creative and flexible manner based on the designs so it's in line with the essence of the brand.
The brand guidelines are extremely useful for provincial Departments of Culture, Sports and Tourism; centers for promotion of trade, investment and tourism; tourism businesses; tourism or tourism related associations and organisations and individuals who directly or indirectly participate in tourism promotion activities.
The final, this Vietnam Tourism Brand Guidelines will be disseminated on the internet.