An opportunity for global exposure
Motorsports enthusiasts have been eagerly awaiting the very first F1 Grand Prix in Vietnam, which will be held on the 3rd through the 5th of April 2020. For VNA, this is a huge opportunity to promote its brand internationally. To seize this once in a lifetime chance, European branches of VNA have poured concerted effort into marketing and advertising the brand.
Europe proudly esteems itself as the birthplace of the car industry and the nurturing cradle that fostered the industry’s development. Furthermore, Europeans have a deep love for motorsports, especially the F1 Grand Prix, with the participation of famous brands such as Mercedes-Benz, Ferrari, Renault, Alfa Romeo, and so forth. At the same time, European countries are also home to the world’s top racers who have reached legendary ranks, namely Michael Schumacher. Regarding commerce, F1 the world’s second-biggest prize pool (USD 700 million for the whole season), shadowed only by the Champion League.
Because of such level of attention, all F1 races are broadcasted live on private TV channels with extremely high viewer ratings and media exposure. It is also a great forum for world-famous brands to advertise their names further and gain exposure.
F1 racing demonstration on April 20th in front of My Dinh Stadium, Hanoi, to kick-off the F1 Vietnam Grand Prix. (Cre: VnExpress).
The efforts made to “keep pace” with the F1 race
Bearing the spirit of “Responsibility – Proactivity – Creativity” as well as “Catch up with the Market – Accelerate Change – Evolve with the World” in mind, VNA branches looked for opportunities to promote sales and VNA’s 4-star services as soon as they got word about the F1 Grand Prix being held in Hanoi.
“Frontline generals” of the European battlefield such as Director Cao Anh Son, “Captain Britain” Phan The Thang, “Female Commander” Pham Thi Nguyet guided the staff of their branches on researching and proactively contacting organizers to seek cooperation in selling VNA products. Moreover, these branches worked together with specialized departments of the Corporation to come up with appropriate plans for ticket sales, thus attracting customers of this fastidious market.
European branches are doing their best to “keep pace with the speed” of the F1 Grand Prix. (Cre: Vu Tuan).
Sales teams in France, England, Germany, and Italy have proactively contacted and worked face-to-face with each and every potential agency to invent package tours for speed-loving travelers. The European teams have reaped initial results as follows:
The England Market: Worked closely with HDQ even when the race date in Hanoi hadn’t been determined. The England Market witnessed encouraging results: 180 tickets sold, including 140 economy class tickets and 40 business class tickets. As the first market with recorded ticket sales, the England branch received praise from leaders of the Marketing and Sales department. At present, the England branch is continuing to monitor the market, following the latest updates of its status to deliver new groups of customers.
The France Market: Proactively contacted agencies to plan for advertising for this exceptional event. The French branch confirmed a group of 14 business class customers and 50 economy class customers heading to the event. The branch will closely collaborate with the sales system to attract more customers.
The Germany Market: The Germany branch put in a lot of effort, and after just a short time, it cooperated with DMCs to design a special 6-day/5-night tour, including three days of the Grand Prix for motorsports fans. Thanks to that, the Germany Market has initially sold seven packages with a total of 100 customers, 80% of which are economy class customers while the rest are business class customers. The branch is still striving with all hands on deck to advertise this tour on a larger scale.
The Italy Market: This is the first offline market to confirm 65 customers are going to the F1 Grand Prix in Hanoi, including 35 economy class customers, 20 premium economy class customers, and 10 business class customers, generating considerable revenue. This is a vast and praise-worthy effort by the Italian branch as this is an offline market without any direct flight product.
The racing speed at the F1 Grand Prix could be up to more than 300km/h — faster than a Dreamliner taking off. While the tournament runs at breakneck speed, European branches of VNA aren’t far behind in their preparation. So far, leaders and staff of the England branch, the German branch, etc. have put forth great effort, and worked overtime to catch up with the F1 Championship, taking this as an opportunity to associate VNA’s brand with this international event through the sales of their products.
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