City’s new slogan needs backup

A number of local travel agencies prefer the city’s new tourism slogan ‘Vibrant Ho Chi Minh City’ but they want the city’s government to conduct an intensive marketing campaign to promote tourism trademarks and popularize the slogan.
The new slogan is suitable for such a dynamic and young city like HCMC but what is more important is to improve its recognition among tourists, said Bui Viet Thuy Tien, CEO of Asian Trails Co.
The slogan must be backed up with a publicity campaign including video clips and marketing programs so that tourists can recognize it, Le Hoang Yen, general director of Vina Media Joint Stock Co said.
“It makes no sense to create a slogan without implementing the follow-up tasks. At least we must debut a video clip to show how lively HCMC is in daylight or at night-time”, she added.
The target customers of HCMC’s tourism are foreigners; so the international mass media is the most useful tool to publicize a marketing campaign. However, due to a lack of cash, travel firms will have to use the internet to spread the message.
HCMC’s Department of Culture, Sport and Tourism should urge travel firms to post the city’s slogan and logo on their websites and on flyers at international expos. That would be the most effective and cheapest way, Tien from Asian Trails Co. explained.
“To achieve a breakthrough in the city’s tourism industry, we must create high-quality tourism products with good services to impress and attract more tourists,” Nguyen Viet Hung, general director of Fiditourist added.