Vietnam will be promoted as a
tourist destination on global fashion network FTV under a VND1 trillion
(US$56.1 million) 10-year deal signed with a jeans maker.
Under the contract
between the France-based network and Ho Chi Minh City-based clothing producer
Viet Thang Jean (Vitajean), FTV will broadcast advertisements promoting
Vietnamese tourism, food and fashion.
“We will promote the
three industries in our programs to help foreign viewers learn more about
Vietnamese fashion while exploring the country’ beautiful destinations and
traditional delicacies,” Vitajean Director Pham Van Viet told Tuoi Tre
newspaper.
“Our country has enormous
tourism potential with hundreds of resorts which are no less beautiful than
those overseas,” Viet said. “So we need to further promote our potential.”
Viet said advertising on
international television networks was an inexpensive way to tell foreign
viewers Vietnam had more to offer than its iconic pho (beef noodle
soup) and ao
dai (the traditional Vietnamese tunic-dress).
Under the Vitajean deal,
FTV will broadcast made-in-Vietnam programs for seven hours a day through the
Indochina region, which takes in Vietnam,
Cambodia and Laos.
Vitajean-sponsored ads
will air for 30 minutes a day on FTV’s Asia network
and 10 minutes a day on the network’s global broadcast.
In Vietnam, all
FTV programs will include Vietnamese subtitles or voice-overs.
Vitajean is the main
sponsor and the company is encouraging other businesses and organizations to
take part in the campaign.
FTV is one of the most
widely-available channels in the world, available 24-hours-a-day in about 500
million households in 192 countries.
Last year, FTV kicked off
the year with a New Year party on its five-star F.Diamond cruise ship that was
docked in HCMC and promoted Vietnam
on its network throughout the year.
