JWT will create print, TV and digital campaigns for The Grand Ho Tram Strip, which will run in core target markets including mainland China, Hong Kong, Taiwan, South Korea, Japan, Russia and “Viet Kieu” (overseas Vietnamese community in North America).
"It’s a huge mandate and we are delighted to have won this pitch,” said Saby Mishra, CEO, JWT Vietnam. “The Grand is a not just a world class casino resort but a huge step forward for Vietnam’s tourism, and JWT is proud to be associated with a project of this scale and scope.”
It is understood that GroupM’s MEC is handling media duties.
The Ho Tram Project Company, owned by Asian Coast Development (Canada), an international development company specializing in integrated resort destinations, is the developer of the Ho Tram Strip, which includes a second integrated resort.
“This is the only casino resort development in Southeast Asia that’s right on the beach,” said John Webb, VP Hospitality,The Grand Ho Tram Strip. “The Grand Ho Tram Strip truly pushes the limits of excitement like no other and we look forward to working with JWT to promote this dynamic, new tourism destination and brand.”
The casino industry is Vietnam is highly regulated and is only open to foreigners. According to a new decree announced earlier this year, only five-star casinos can apply for a casino license. Several three and four star hotels have been asked to reduce the number of their slot machines.