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A daring move: Viet Thang commits VND1 tril to world-wide cable campaign
Viet Thang Jean, a well known jeans-wear brand in Vietnam, says it will spend one trillion dong to advertise on Fashion TV under a 10-year contract.
It’s a daring idea – committing one trillion dong ($656 million dollars) to advertise Vietnam’s fashion, cuisine and tourism on an international cable channel. According to a story in Tuoi Tre newspaper, ‘Fashion TV’ will begin airing programs in October.
Viet Thang Jean Company decided to to take the bold step of contracting with the French cable channel, which reaches 300 million households worldwide, says Director Pham Van Viet, to advertise its own brands in particular and Vietnam’s products generally. It creates an opportunity, Viet says, for Vietnam’s fashion industry to show its products to foreign consumers through lively shows.
Over the last year, Viet Thang Jeans has invested heavily in developing its brand name, product design and market. All the projects have been carried out with foreign partners; they include the opening of a design training school, examination of materials and other related work. The high quality products that result will be shown in short programs on the Fashion TV channel.
Viet Thang Jean will produce all the programmes, which will showcase Vietnam’s fashion, beautiful landscapes and ‘excellent meals’ to a foreign audience. “We have great tourism potential with hundreds of beautiful resorts which I believe are in no way inferior to that in other countries and need to be introduced to foreigners,” Viet said.
He added that though foreigners generally know about pho noodle soup, Vietnam needs to introduce more foods to foreigners, and in a more professional way. Regarding the fashion industry, the world should be informed that Vietnam is not just the land of the ao dai.
“I strongly believe that Vietnamese designers can compete successfully with internationally famous designers,” Viet said.
Viet Thang will contract with other Vietnamese companies to showcase their products in the Fashion TV programming.
Viet told Tuoi Tre that contracting with Fashion TV is cost-effective compared to other advertising venues. He said the broadcasting programme on Fashion TV will be carried out over a period of ten years. The programmes will be chiefly broadcast in the Indochina area, and on the Vietnam cable feed, in Vietnamese. Every day, Fashion TV will carry 30 minutes of programming originated by Viet Thang throughout the entire Asian region, and 10 minutes of programming to the rest of the world.
VietNamNet, TT
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