Vietnam Airlines | Launch of new direct routes from UK

In December 2011 we launched the new direct services London Gatwick - Hanoi and Ho Chi Minh City. In the absence of a tourist board in the UK, much of our work focused on highlighting the destination as a whole and the accessibility brought by the new flights. Activity included a gala launch evening at The Dorchester, a press conference, a reception and photo stunt at Gatwick Airport and a programme of group and individual press trips to the destination.

After the first 12 months, the campaign had generated 331 pieces of quality press, including main travel items in every national newspaper, national weekend supplement and all the major glossies, plus several major pieces of broadcast coverage, reaching an audience of over 56m.