CASE STUDY 10: PROMOTE A REGION

Group 4 (Unit 9)
03. Hoàng Thị Ngọc Châu (Leader)
04. Dương Thiên Hân
12. Đặng Thị Huyền Trang
22. Nguyễn Thị Mỹ Uyên
25. Nguyễn Phương Anh
28. Trương Chí Kiệt
How to Market Isan to Vietnam
Marketing Isan, Thailand's northeastern region, to Vietnamese tourists requires a strategic
approach that highlights its unique cultural, culinary, and natural attractions. By leveraging the
shared cultural heritage, proximity, and interests of Vietnamese travelers, Isan can be
positioned as an ideal destination. Here’s how to effectively market Isan to Vietnam:
1. Good Food: A Culinary Delight
Unique Selling Point: Isan’s distinctive cuisine, featuring dishes like Som Tum (papaya salad),
Larb (spicy minced meat salad), and sticky rice, offers a tantalizing experience for food
enthusiasts.
Target Audience: Food enthusiasts, culinary tourists, and travelers interested in authentic
dining experiences.
Marketing Angle: Highlight the unique flavors and ingredients of Isan cuisine. Promote cooking
classes, food festivals, and street food tours, drawing parallels to Vietnamese culinary traditions
to create familiarity and appeal.
Impact: Emphasizing Isan’s culinary delights can attract Vietnamese tourists who are passionate
about exploring new food cultures, boosting the region’s reputation as a gastronomic
destination.
Strategy:
- Social Media Campaigns: Use popular Vietnamese social media platforms like Facebook, Zalo,
and Instagram to showcase mouth-watering images and videos of Isan dishes.
- Collaborations with Vietnamese Food Bloggers: Partner with Vietnamese food bloggers and
influencers to create content around Isan’s culinary experiences.
- Cooking Show Features: Feature Isan cuisine on popular Vietnamese cooking shows or
YouTube channels.
2. Natural Beauty: Serene Landscapes
Unique Selling Point: Isan boasts stunning natural landscapes, including mountains, national
parks, waterfalls, and the scenic Mekong River.
Target Audience: Nature lovers, photographers, eco-tourists, and travelers seeking scenic and
tranquil environments.

Marketing Angle: Showcase the region’s natural attractions through stunning visuals and
storytelling. Promote eco-friendly tourism and outdoor activities such as hiking, bird watching,
and river cruises.
Impact: Focusing on natural beauty can draw Vietnamese tourists looking for picturesque and
serene destinations, enhancing Isan’s appeal as a nature-based tourism spot.
Strategy:
- Travel Exhibitions: Participate in travel exhibitions in major Vietnamese cities like Hanoi and
Ho Chi Minh City, highlighting Isan’s natural attractions.
- Photo Contests: Organize photo contests for Vietnamese travelers who visit Isan, encouraging
them to share their best nature shots.
- Eco-Tour Packages: Partner with Vietnamese travel agencies to offer eco-tour packages,
including visits to Isan’s national parks and natural landmarks.
3. Adventure Activities: Thrill and Exploration
Unique Selling Point: Isan offers a variety of adventure activities such as trekking, cycling tours,
exploring caves, and cultural festivals.
Target Audience: Adventure seekers, young travelers, and those interested in active and
experiential travel.
Marketing Angle: Highlight the diverse adventure opportunities available in Isan. Promote
unique experiences like exploring Phu Kradueng National Park, participating in traditional
festivals, and cycling through rural landscapes.
Impact: Promoting adventure activities can attract active Vietnamese travelers and thrill-
seekers, increasing the region’s attractiveness to those looking for exciting and immersive travel
experiences.
Strategy:
- Adventure Blogs and Vlogs: Collaborate with Vietnamese adventure bloggers and vloggers to
create engaging content about Isan’s adventure activities.
-Youth Travel Groups: Target Vietnamese youth travel groups and clubs, offering special deals
and itineraries focused on adventure.
- Online Forums: Engage with online travel forums and communities in Vietnam, sharing
itineraries and travel tips for adventurous activities in Isan.
Integrated Marketing Strategy
Integrate these values into a cohesive message to create an effective marketing campaign. For
example, marketing materials could feature itineraries that combine food tours with visits to
natural attractions and adventure activities. Utilize various platforms such as social media,
travel blogs, and partnerships with travel influencers to reach a broad audience. Emphasize the
unique and diverse experiences Isan offers, ensuring that potential tourists see it as a
compelling and multifaceted destination.
Campaign Slogan: “Discover Isan: A Culinary Adventure in Nature’s Heart”
Target Market Segments
1. Young People on a Low Budget :
- Reason: Young people seek unique, adventurous experiences and are active on social media,
creating viral marketing opportunities.
- Strategy: Promote budget-friendly travel options, youth hostels, and adventure activities.
Leverage social media platforms and youth travel forums to reach this segment.
- Campaign Angle: "Isan: The Perfect Destination for Young Explorers. Experience Thailand's
Culture, Adventure, and Flavors on a Budget."
2. Baby Boomers with Time and Money:
- Reason: Older travelers often seek high-end, tranquil experiences and have significant
purchasing power.
- Strategy: Highlight luxury accommodations, serene landscapes, and cultural activities. Use
targeted advertising in travel magazines and websites popular among older Vietnamese
travelers.
- Campaign Angle: "Isan Awaits: Discover, Explore, Savor."
Key Attractions and Features
1. Phu Kradueng National Park: Market as an escape into verdant wilderness with trekking,
wildlife spotting, and stunning views.
2. Phi Ta Khon Festival: Promote this unique cultural festival to attract visitors interested in
traditional and unusual cultural experiences.
3. Phu Phrabat Historical Park: Highlight its ancient shrines, rock art, and stunning views to
appeal to history and culture enthusiasts.
4. Red Lotus Sea: Emphasize the ethereal beauty of the pink lilies in Udon Thani, perfect for
nature lovers and photographers.
Conclusion
By strategically targeting Vietnamese travelers and highlighting Isan’s unique culinary, natural,
and adventure offerings, Isan can be positioned as a must-visit destination. Utilizing social
media, influencer collaborations, and tailored marketing campaigns, Isan’s diverse attractions
can attract a wide range of Vietnamese tourists, fostering economic growth and cultural
exchange.

TV COMMERCIAL SCRIPT
- Title: Discover the Magic of Da Lat
- Length: 60 seconds
- Slogan: "Da Lat: The City of Eternal Spring Awaits"
- Tourism values:
- Natural Beauty and Adventure
- Unique Cultural Experiences
- Fresh and Diverse Cuisine
- Market segment: Adventure Seekers and Nature Lovers
- Copywriters: Hoang Thi Ngoc Chau; Duong Thien Han; Dang Thi Huyen Trang; Nguyen Thi My
Uyen; Nguyen Phuong Anh; Truong Chi Kiet.
 AUDIO Showtimes

FADE UP ON:
1. MUSIC: (LOW UPBEAT MUSIC PLAYING IN BACKGROUND (0:05)

2. MC: Welcome, everyone, to another episode of "Travel Treasures." Today, we're

3. Lan: Hello, everyone! It's a pleasure to be here and share a little slice of Da Lat with
you. (0:40)

4. MC: Lan, Da Lat is often called the "city of eternal spring." Can you tell us a bit about
the weather and what visitors should expect? (0:55)

5. Lan: Absolutely. Da Lat has a temperate climate that's delightful year-round. It's cool
and spring-like, which is a nice contrast to Vietnam's seaside destinations. Between
November and January, it can get quite chilly, so a jumper is essential. From April to
November, you'll want an umbrella for the rainfall. If you prefer warmer weather, May is
the perfect time to visit. (1:30)

6. MC: That sounds lovely. And how do visitors typically get to Da Lat? (1:40)

7. Lan: Da Lat is quite accessible. The airport is just 30 kilometers south of town,
connecting to major hubs across Vietnam. Sleeper buses are available from Ho Chi Minh
City, and you can also drive from nearby places like Mui Ne and Nha Trang. Many
adventurous travelers love touring by motorbike to destinations like Elephant Falls and
Tuyen Lam Lake. The town itself is very walkable, and taxis are plentiful. (2:20)

8. MC: Da Lat seems perfect for adventure seekers. What activities would you
recommend? (2:30)

9. Lan: There's plenty to do! You can stroll along the edge of Xuan Huong Lake, visit the
unique Crazy House, ride the Alpine coaster at Datanla Waterfall, or take on the Dalat
High Ropes course. Don't miss the Dalat Cable Car and the tranquil Truc Lam Buddhist
monastery. The night market is fantastic for a BBQ hotplate and a vibrant atmosphere. For
a fun evening, the Maze bar is quite an experience. (3:10)

10. MC: Da Lat is also known for its natural beauty. What are some must-see spots? (3:20)

11. Lan: Visit Langbiang Mountain for stunning panoramic views and activities like
mountain climbing and paragliding. Datanla Waterfall offers thrilling experiences with its
forest slide, zip-lining, and rock climbing. Xuan Huong Lake, the heart of the city, is perfect
for boating and lakeside relaxation. The Dalat Flower Park is a floral paradise, showcasing
over 300 species of flowers. And, of course, the historical Bao Dai Palace is a must-visit for
its blend of French and Eastern architecture. (4:10)

12. MC: Wow, that's quite a list! Now, let's talk about food. What makes Da Lat's cuisine
special? (4:20)

13. Lan: Da Lat's cuisine is incredible because of the fresh produce and meats from the
surrounding farms. The cool highlands climate allows for a diverse range of ingredients
like avocados, strawberries, asparagus, artichokes, grapes, tea, coffee, and wild