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Vietjet

Vietjet – Establishing Vietjet’s Presence in the Australian Aviation Market

Working
Agency
Objective

Vietjet entered the Australian market with zero presence, facing fierce competition from established low-cost airlines like Jetstar, Scoot, and even full-service carriers like Qantas and Vietnam Airlines.

Campaign

Competing against well-funded airlines with substantial marketing/comms budgets.

Establishing a brand presence without a local spokesperson or English-speaking representative for media engagements.

Navigating cultural differences in business practices, particularly in defining what qualifies as newsworthy (KPI included at least 50 media coverage clips per month and a total of 540 for the year, 60 organic social media posts).

Onerous reporting requirements daily, weekly, monthly, and quarterly reports.

Outcome

Media Partnerships: Strategic partnerships were developed with airports, tourism boards, and travel agencies to amplify Vietjet messaging. This included working with the five major airports during the launch of new routes.

Content Creation: Produced tailored content for different media outlets, including barter deals for flight reviews in return for flights, organised and hosted four individual media famil trips with just over 30 journalists.

Event Sponsorship: Secured VietJet’s position as the Official Airline Partner of the 2023 Sydney Marathon, which significantly boosted brand visibility and provided media leverage opportunities in Australia.

Community Engagement: Partnered with the Hindu Council of Australia to reach the Indian community through high-profile events, generating substantial media coverage across their channels and Indian publications based in Australia.

Social Media Campaigns: Engaged audiences through private and public groups on social media with content that highlighted Vietjet’s unique offerings and promotions.

VietJet Air
Results

Total Coverage Clips: 1,455 news clippings versus a KPI of 540 – achieving 270% of the target.

Social Media Impact: 569 social media posts versus a KPI of 60 – achieving 948% of the target.

Business Impact

Route Expansion: Launched with 2 routes and expanded to 7 routes, covering all major Australian cities.

Market Penetration: Cirium’s data (as of March 2024) showed that Vietjet captured 48% of the total seat capacity in the Australia-Vietnam travel market within a year. Based on its the audited financial reports in 2023, representing the aviation industry, Vietjet has ranked the 5th in revenue with approx. USD 2.35 billion, marking a 45% increase compared to the same period in 2022 – reinforcing the company’s strong growth in Australia supported by our communication strategy.

Passenger Growth: In the first 6 months of 2024, Vietjet transported over 310,000 passengers, contributing nearly 90% to the growth of tourism and family visits between Australia and Vietnam compared to 2019.

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