Strategic Marketing Partnership between VNAT & the Tourism Advisory Board April 14, 2016 Presented by Hawkins Pham, Member of the Tourism Advisory Board

2 Tourism Advisory Board Group of Stakeholders  TAB is a non-profit social enterprise represented by Vietnam’s leading tourism stakeholders  The strategic objective of the TAB is to increase Vietnam’s competitiveness as a tourism destination  Public-Private partnerships are an integral component in administering the tourism industry – trade partners can provide financial, in-kind as well as technical resources  3 Primary Marketing Channels: Digital, FAM Trips & Media Relations, and Tradeshows/Exhibitions – for 2016, emphasis will be Online Marketing  Increase visitor length of stay and local expenditure, and attract return visitors. Focus on long-term growth and high-yielding visitors

3 MOU between VNAT-TAB Public-Private Cooperation for marketing Vietnam tourism The TAB is represented by a broad body of industry stakeholders. In October 2015, the TAB entered into a formal MOU with VNAT to provide support on marketing activities, including online marketing, tradeshows and FAM trips.

4 KENNETH ATKINSON CHAIRMAN OF THE SUBCOMMITTEE ON TOURISM AND HOTELS EUROCHAM NGUYEN BAO HOANG CEO OF IDG VIETNAM INVESTMENT FUND TRAN TRONG KIEN CHAIRMAN OF THIEN MINH TRAVEL JOINT STOCK COMPANY NGO MINH DUC CHAIRMAN OF HG HOLDINGS JOINT STOCK COMPANY TRAN HUNG VIET GENERAL DIRECTOR SAIGON TOURIST PHAM THI THU HANG SECRETARY GENERAL OF THE CHAMBER OF COMMERCE AND INDUSTRY OF VIETNAM TAB Leadership & Governance Board of Directors and Advisory Board members Tourism Advisory Board Comprises representatives from a broad base of industry leaders and stakeholders in Vietnam’s travel and tourism sector  Saigon Tourist  Thien Minh Group  HG Travel  Eurocham  VCCI  Muong Thanh Hotels  Accor Hotels  EXO Travel  Vietnam Airlines  Vietjet Air  Hai Au Aviation  VinaCapital Hotels  Ho Tram Resorts  IDG Ventures  Vietnam Tourism Association  Vocational Training College Hue  Hanoi Tourism Open University  Ministry of Culture Sports & Tourism  Vietnam National Administration of Tourism

5 Appointment of OgilvyOne Globally recognized agency with strong travel credentials National Tourism Boards Airlines & Hotels VNAT & TAB have agreed to appoint OgilvyOne as the agency of record. Their Vietnam office will handle the full scope of work for delivering the online campaign, including:  Campaign Strategy  Creative Concept  Website Development  Social Media Management  Media Buying  ROI Tracking & Reporting Their clients include….

6 Holiday Inspiration Researching activities Researching Lodging Booking Choosing destination Tips during travel Sharing experience Facebook Instagram Friends & Family Youtube Google Travel Sites Google Trip Advisor Travel Sites Google OTAs Hotel Sites OTAs Hotel Sites Airline Sites Trip advisor Travel websites Facebook Instagram Trip advisor The various online channels play a part in different stages of the journey Consumer Journey Our platform will target travelers throughout the entire process

7 Website E-Marketing Ecosystem Content driven Strategy Facebook page YouTube ChannelSearch Instagram Channel User generated content Establish a #hashtag Run mini activities and media Paid media to spread content Organic traffic to website Paid search Video hosting channel Support search Promotion of national videos Syndicate 3 rd party videos Daily content reach and engagement Paid media to promote content Inspirational Vietnam travel hip Main organic search driver Content hub Provide tools for travellers Targeted media buying

8 Governmental & Non-governmental agencies DMCs and Tour Operators Aviation & Inbound Partners Hotel Management & Investment Groups Trade Partnerships TAB combined with broader industry members* * Trade partnerships are not limited to TAB members. This grouping of logos is only illustrative of potential partners and is not an exhaustive list of industry members.

9 Strategic Marketing Roadmap Plans for Future Development New Destination Website + Social Media Strategy + Targeted Media Buying in Western and ASEAN Markets Localization of Website + Increased Media Buying + VNAT-TAB Collaboration on Tradeshows Transactional Website + Target MICE Segment/Services + FAM Trips, Roadshows, Offline Campaigns

10 TAB’s Long-Term Vision Leading Destination Marketing Organization in Vietnam How do we achieve this vision? Partnership with VNAT and other governmental entities Inclusive membership representing all stakeholders Strong content strategy resulting in exposure for our platform and our partners Trade partnerships to target unique inbound markets Transparency, accountability and effective communication