In the context of a rapidly shifting global tourism industry, a major question for cities is: How can they not only be "known," but also "felt"? Ho Chi Minh City's "Find Your Vibes" tourism campaign is a prime example of how to answer this question, not by talking more about the destination, but by redefining the visitor experience itself.
Index
Background
In the context of increasingly fierce competition among destinations in Southeast Asia, the challenge is not just promotion, but repositioning the city's tourism brand. Ho Chi Minh City has long been a vibrant economic, cultural, and entertainment hub. However, this very "versatility" has inadvertently resulted in a lack of a sufficiently clear emotional lens for people to remember it.
For Ho Chi Minh City, the 50th anniversary of its tourism industry is not simply a celebration, but a time to redefine the image of Ho Chi Minh City in the minds of tourists. It's no longer about "what the city has to offer," but rather "what the city makes you feel.".
Therefore, with the trust of the Ho Chi Minh City Department of Tourism, Newday Media approached the brief and determined that the communication campaign needed to address three objectives simultaneously:
- Promoting the tourism brand image of Ho Chi Minh City in the new context.
- Inspiring travel experiences in Ho Chi Minh City, going beyond just the "destination" aspect.“
- Spreading the image of a youthful, vibrant, and emotionally rich city.
The solution – redefining the destination experience.
The campaign's core message is its slogan: "Find Your Vibes." The key differentiating factor lies in the keyword choice: "vibes.".
To achieve this, Newday Media experts must thoroughly understand and research the insights, motivations, and behaviors of tourists, closely integrating them with market data. Simultaneously, Newday also conducts benchmarking and analysis of tourism promotion campaigns in many cities in the region. Much of the communication still follows a traditional model: focusing on showcasing scenic spots, cuisine, or prominent check-in points. While effective in terms of brand recognition, this approach is gradually revealing its limitations as global tourism trends shift towards experience-driven travel – where travelers seek personalized experiences and connections with local communities.
Instead of trying to encapsulate Ho Chi Minh City in a single image, the campaign chose to offer multiple parallel layers of experience, where everyone could find their own "vibe." Based on this research, the campaign, implemented by Newday Media, revolved around three main pillars:
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Tell the story of the city through emotion.
Through content systems such as CGI video, travel film "50 Flashes"“, A collection of 50 iconic images.Ho Chi Minh City is recreated as a vibrant living space where the past, present, and future intersect.
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Personalize the brand experience.
Personalized avatar activities allow each citizen and tourist to participate in the campaign, transforming the message into a personal experience instead of just one-way information.
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Community engagement & multi-channel dissemination
The campaign was implemented synchronously across social media, digital platforms, newspapers, and offline activities, creating an integrated communication ecosystem. Notably, the "Find Your Vibes" concept is not only creative but also solves the branding problem – transforming Ho Chi Minh City from a "place" into a "personalized travel experience".
Result
In just 1.5 months, the “Find Your Vibes” campaign has achieved remarkable results:
- 2.000.000 social media reach
- 1.100.000 video views
- 500.000 direct interaction on social media
- 17.000 Offline engagement at accompanying events
These figures not only demonstrate the campaign's appeal but also confirm the practical effectiveness of the creative communication activities implemented by Newday Media.
In particular, Ho Chi Minh City was honored at the TPO BEST 2025 Awards Ceremony in the Tourism Marketing category for its "Find Your Vibes" campaign. This is international recognition for a sustainable, distinctive communication campaign that contributes to enhancing the brand value of the city as a destination. The “Find Your Vibes” campaign was highly praised for its creative storytelling, global reach, and effective collaboration with strategic partners. The campaign leveraged Ho Chi Minh City's dual identity: a city steeped in traditional heritage while simultaneously brimming with modern vitality.
In short, “Find Your Vibes” stands out not because it talks about emotions, but because it places emotions at the center of its brand strategy, rather than just being a decorative element in marketing. In a destination marketing landscape saturated with information, effectiveness no longer comes from talking more, but from the ability to connect more deeply with individual experiences. This is also the direction Newday Media pursues: not just launching campaigns, but creating experiences that can reshape how brands are perceived.
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