Vietnam Airline - Web Strategies
Vietnam Airlines is Vietnam’s national airlines, but it was only well known within the domestic market. The popularity of Vietnam Airlines in the global market was somewhat limited. Regarding search results, content about Vietnam Airlines only presented upon several branded keywords.
The brief was to increase Vietnam Airlines’ global awareness, to get Vietnam Airlines 1st rank on search results upon airlines-related keywords for 5 foreign markets and to acquire more conversions.
Planning & Execution
Concept: “Reach the right people at the right time”
Execution:
Web Traffic Planning was implemented to attract users to website. First, search marketing was carried out with both SEO and SEM tactics on 10 primary markets to win customer awareness and attention. Social media fanpages, with such foreign languages as Japanese and English, were implemented targeting foreign markets to enhance engagement.
Meanwhile, Web Analytics was set up to track and monitor traffic from two sources and each market; so the effectiveness of country-specific campaigns can be accurately measured.
Effectiveness / Results
Vietnam market: top 5 of search results
Global markets: first page of result
Total traffic: increased 200%
Revenue: increased accordingly for website sales