Myanmar · Brand & Creative Communications
Vietjet Air: Announcing the First Route to Yangon
Vietjet Air needed its inaugural route to Yangon to register with Myanmar's travel trade and travelling public. Ruder Finn Era used its travel trade media relationships to pitch the announcement as a tourism and connectivity story. The launch achieved a 100% pitch success rate, coverage in 85% of tourism media and a 250% return on advertising value.
The challenge
Vietjet Air was entering Myanmar with its first route to Yangon. A new airline route is a routine announcement unless it is framed as something bigger: new low-cost access between Vietnam and Myanmar for tourists, traders and families at a time when both economies were opening up.
The airline needed the launch to reach the travel trade that sells tickets and the media that shape where Myanmar people think about flying, with a modest release rather than a large launch budget.
Our solution
Ruder Finn Era's strategic choice was to treat the release as a tourism story rather than an aviation one, leaning on its established relationships in Myanmar's travel trade and tourism media.
The announcement was pitched individually to the outlets that matter to the travel trade and to consumers planning holidays, with the inaugural route framed around affordable access to Vietnam and the value of new regional connections for Myanmar.
Direct pitching meant every targeted outlet received the story with context relevant to its readers, rather than a broadcast release.
The results
Every pitched outlet covered the route, 85% of tourism media carried it and the coverage returned 250% against equivalent advertising value.
- Client
- Vietjet Air
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Engagement
- Project
