Vietnam Airlines selects Ogilvy & Mather

The result followed a final round of presentations that took place in June. The drawn-out pitch, which began in May 2007 with an open tender, had stalled in October 2007 when agencies objected to paying fees for the entitlement to pitch. 

In April this year, Vietnam Airlines dropped the fee demand and simplified its pitch process when it invited a certain number of agencies back in to pitch.

Ogilvy has been tasked to launch ATL advertising in 2009 while also indirectly promoting Vietnam as a tourist spot in the communications.

“The government has embarked on a program encouraging Vietnamese businesses to build their brands to be more competitive post-WTO.  And there has been much more interest among businesses to do brand-building communications, ” said Katryna Mojica, MD of Ogilvy & Mather Vietnam.

"Part of the reason why Vietnam Airlines was intent on building its brand also was to attract more interest in the country and the region, which of course helps its business.” 

The state-owned airline will continue to build and modernise its fleet in the coming year, according to its president and CEO, Pham Ngoc Minh.

The national carrier will expand its fleet from 49 aircrafts to 104 and 150 by 2015 and 2020, respectively, and will service new international and local routes as the Vietnamese aviation industry continues to grow at 15 per cent annually.

Ogilvy already handles Malaysia Airlines and is currently involved in a pitch for an additional project on that account.