Following a two-year, US$2 milllion deal signed in 2017, Hanoi authorities have now signed a new five-year deal with American media giants CNN, worth US$3.4 million.
Hanoians may have seen articles appearing on CNN over the last two years featuring street food and tourist locations or providing cultural insight. The aim of these articles is to promote Hanoi as a tourist hub and increase visitors.
Now, this partnership is set to continue with videos, articles and social media efforts to advertise the Vietnamese capital from 2019 to 2024. Videos will vary from 30-second clips to 30-minute programs focused on culture and history to raise awareness of Hanoi as a destination, Tuoi Tre reports.
Hanoi People’s Committee signed a memorandum of understanding (MoU) with CNN on Monday, which states that the concept for the advertisements will shift each year. This year's theme will be “Hanoi: Open to You,” while the next four years will be “Hanoi: Ready to Go,” “Hanoi: More Than a Destination,” “Hanoi: Creativity Hub” and “Hanoi: A Leading Mindset,” respectively.
The move is a part of a wider plan to increase tourism in Vietnam, which includes the addition of a new Formula One race in the capital, and the development of horse racing tracks.
In 2018, 26 million people visited Hanoi. Of them, 5.7 million were foreigners, with 60% coming from Asia and 24% from Europe. This year, the city expects to welcome nearly 30 million tourists, of which about 6.66 million will be foreigners.
