Vietnam Airlines appoints Ogilvy for creative

The result followed final presentations that took place in June. The drawn-out review, which began in May 2007 with an open tender, had stalled in October last year when agencies objected to paying fees for the right to pitch.

In April, VA dropped the fee demand and simplified its pitch process when it invited a certain number of agencies back in to the review.

Ogilvy has been tasked to launch a fresh ad campaign in 2009. The communications will also indirectly promote Vietnam to tourists. “Part of the reason why VA was intent on building its brand was to attract more interest in the country and the region, which of course helps its business,” said Katryna Mojica, MD of Ogilvy & Mather Vietnam.

She added that VA’s branding drive was part of a broader interest in marketing in the country. “The Government has embarked on a programme encouraging Vietnamese businesses to push their brands to be more competitive. There has been much more interest among businesses to do brand-building communications.”

VA will continue to build and modernise its fleet in the coming year, according to its president and CEO, Pham Ngoc Minh. The national carrier will expand from 49 aircraft to 104 and 150 by 2015 and 2020, respectively.