Full-service marketing agency littleBIG delivered more than 6.3 million opportunities to see via last week’s creative PR campaign for Vietnam Airlines and Melbourne Airport, elevating the airline’s visibility and showcasing its Melbourne routes to global destinations such as India and Europe.
The Vietnam Airlines Banh Mi Bonanza, a collaboration between Vietnam Airlines and cult favourite lunch spot Banh Mi Stand in Melbourne’s CBD, raised significant brand and key message awareness through media, influencers and indeed on the street, with hundreds queuing for the Bonanza more than an hour before it started.
By offering 200 free banh mi and Vietnamese iced coffees, the event garnered publication in 24 media outlets with an ROI of 348%.
To amplify the news hook and ensure coverage represented the Vietnam Airlines’ brand and key messages, littleBIG strategically crafted a bespoke menu in collaboration with Banh Mi Stand, with flavours representing key destinations Vietnam Airlines flies to from Melbourne: Paris, Frankfurt, London, Delhi and Hanoi.
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This creative fusion of Vietnamese cuisine with international flavours drew crowds, reinforcing the brand identities of both Vietnam Airlines and Banh Mi Stand and harnessing Melbourne’s love for traditional Vietnamese hospitality.
Branded menus, gifts and signage amplified Vietnam Airlines’ brand presence on the day. Attendees also had the chance to pose with a giant Vietnam Airlines ‘boarding pass’ for social media photo ops and an increased brand reach across platforms.
In conjunction with the event, Vietnam Airlines offered a tactical sale, providing 200 people with a 15% discount on flights, further incentivising engagement.
The campaign’s success was amplified by littleBIG’s strategic media and influencer partnerships. By hosting a preview event for media and influencers, littleBIG generated quality video content reaching a wide audience the day before the Banh Mi Bonanza.
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“We’re all about connecting with audiences in a meaningful way, and this campaign really nailed that. By infusing genuine passion for culture and travel into every detail, we created an event that struck a chord with Melburnians,” says Sally Harley, littleBIG Founder and Director.
“By blending a simple giveaway campaign with strategic, thoughtful and consumer-focused messages, we brought something to life that left a lasting impression and directly answered the brief.”
Vietnam Airlines Australia General Manager Mr Nguyen Huu Tung says: “Incorporating PR into Vietnam Airlines’ Australian operations has been a relatively new move, and it’s gratifying to see it quickly paying dividends.”
Marketing Business Partner for Melbourne Airport Gemma Bosworth says understanding the nuances of the local audience is paramount in travel marketing.
“By aligning with the vibrant food and culture scene in Melbourne, we’ve been able to effectively connect with travellers in a memorable way,” she says.
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