VN’s images to be advertised through various channels

Images of Vietnam were advertised on CNN, the BBC and taxis in London but some specialists have questioned the worth of the ‘tourism stimulus’. Nguyen Van Tinh, head of International Co-operation at the Ministry of Culture, Sports and Tourism, discusses the subject.
What were the results of advertising images of Viet Nam on CNN and BBC recently?
The advertising series first appeared on CNN at the end of 2007. The government then permitted the ministry to further advertise Viet Nam images on other international television channels.
The first thing to do to promote Viet Nam’s tourism is to advertise images of the country and people because although the American War ended 40 years ago, many people throughout the world have little knowledge of Viet Nam, let alone its tourism potential.
On a business trip to South Africa, a customs officer asked me: "Are you still fighting Americans?"
When I talked to Viet Nam’s ambassador to Russia, he said many young Russians don’t know where Viet Nam is in the world. I was a little sad that the youth in a country like Russia, with its close relationship with Viet Nam, knew little about us, let alone other countries.
For that reason, we should first advertise images of the country and people and combine them with items on culture, to enhance awareness of people to Viet Nam.
So we chose popular TV channels like CNN and BBC.
Some claim advertising Viet Nam on CNN and BBC is not effective as the channels specialise in news, politics and economics. What do you think?
Many people have asked if we draw more tourists after advertising. But people should understand the effects of advertising are long-term and should not be concentrated on the number of tourists coming to Viet Nam in a certain time span.
We know how many people watched the advertisements and how many later researched Viet Nam on the net. So we can’t say advertising on channels specialising in news, politics and economics is ineffective.
Does the department consider advertising Viet Nam tourism on a macro scale worthwhile?
Yes. Tourism has been promoted through international tourism fairs, where tour marketing and new products were introduced. That’s Viet Nam National Administration of Tourism’s business.
Some people think advertising Viet Nam on 27 taxis in London is not as effective as it would be on the city’s buses. Do you think so?
We based the decision on the experience of the Viet Nam Embassy in London. Taxis are a special vehicle in London and impress visitors. The cost is reasonable (advertising on 27 taxis for six months costs about VND600 million (US$32.400).
Are similar image advertising campaigns likely in near future?
Images of the people and country can be spread through various activities like Viet Nam culture weeks and feature days overseas, so it is not only on international TV channels and taxis.
Later this year, to mark the 10th Asian Arts Festival in China, we plan to organise a tourism advertising programme with the Viet Nam National Administration of Tourism.
Last year, we hosted a dozen overseas television crews to shot Viet Nam’s culture and tourism.
This year, we have received 10 similar groups and will host 10 journalists from various international tourism magazines planning features on Viet Nam.
An Australian, who specialises in tourism, will be invited to write on Viet Nam.