Hometown Riverside Hotel is a cozy and comfortable hotel located on the banks of the Han River in Da Nang, Vietnam. In June and July 2023, Da Nang hosted the Da Nang International Fireworks Festival (DIFF 2023), a spectacular event that attracted thousands of visitors from around the world. The festival featured eight countries, who competed in five nights of dazzling fireworks displays on the Han River.
The hotel wanted to take advantage of this opportunity to promote its brand and attract more guests during the festival season. We also wanted to celebrate the festival spirit and create a memorable experience for its guests. The hotel faced several challenges in achieving its goals. First, the hotel had to compete with many other hotels in Da Nang, some of which had more prominent locations, larger capacities, or higher ratings. Second, the hotel had to stand out from the crowd and differentiate itself from its competitors. Third, the hotel had to create a consistent and coherent visual identity that reflected its brand personality and aligned with the festival theme.
Using the fireworks as the centerpiece, I used the abstract image of the fireworks to create the main key visual for the campaign. I applied it to the social marketing and print materials to promote as well as in the event.
To achieve effective customer outreach, realistic images are extremely important. I am the person in charge of shooting and styling the main dishes. Along with that is taking pictures of the event at the nights of the competition.
The campaign was a success and brought many benefits to the hotel. The hotel’s brand awareness and recognition were increased among the festivalgoers and the local community. It also generated more traffic and engagement on the hotel’s social media platforms. The campaign also boosted the hotel’s bookings and occupancy rates during the festival season.
Marketing executive: Huyen Trang, Khanh Linh
