1. TPO BEST 2025 International Award – A proud milestone for Ho Chi Minh City

On September 5th, Ho Chi Minh City was honored at the TPO BEST 2025 awards ceremony in the following category: Tourism marketing Thanks to the "Find Your Vibes" campaign, this is international recognition for a sustainable and 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.

A key highlight of the campaign is the journey of discovering 50 iconic tourist attractions, reflecting 50 years of remarkable development of the city. From historical landmarks like Ben Thanh Market and the Independence Palace to modern structures, everything blends together to create a picture that is both traditional and dynamic.

2. Creative activities that shaped the “Find Your Vibes” campaign”

The year 2025 marks a special milestone not only for Ho Chi Minh City but also for the whole country – the 50th anniversary of the Liberation of the South and the reunification of the country. On this momentous occasion, Ho Chi Minh City is organizing many outstanding and unique events, bringing a new and vibrant look to the city's tourism – as an affirmation of the love and strong aspiration for growth of this young and dynamic metropolis.

Throughout this journey, Newday Media was honored to be chosen by the Ho Chi Minh City Department of Tourism to accompany them from the initial idea to implementation and creation. the “Find Your Vibes” campaign” – an emotionally charged and impactful communication activity that contributes to celebrating the city's glorious 50-year milestone.

2.1. Designing the brand identity for 50 years of Ho Chi Minh City Tourism

Inspired by the youthful energy and ever-changing pace of life in Ho Chi Minh City, the brand identity commemorating 50 years of tourism in Ho Chi Minh City is designed as a symbol that embodies modernity and openness while still honoring enduring traditional values.

• At the heart of the design is a heart – a symbol of love, connection, and aspiration. The two halves of the heart are formed from graceful, soft lines, representing the harmonious interplay between tradition and modernity, past and future.

• The dominant colors carry special meanings: blue symbolizes aspiration, peace, and sustainable development; orange represents creativity, energy, and the vibrant energy characteristic of a young city.

• In particular, inside the heart are the dynamic images of 50 tourism symbols – from historical landmarks associated with memories such as Ben Thanh Market and the Independence Palace, to modern structures symbolizing the vitality of the new era. Each heart transforms according to the symbol, thus forming the meaningful number 50, depicting the brilliant half-century journey of the city's tourism industry.

Designing the brand identity for 50 years of tourism in Ho Chi Minh City.

2.1. CGI Video promoting the 50th anniversary logo.

Newday Media's creative team conceived and produced the official CGI video launching the campaign, creating a visual masterpiece that is both impressive and emotionally rich. In the video, the logo commemorating 50 years of tourism in Ho Chi Minh City is personified as a young, energetic tourist, directly embarking on a journey to discover the city's iconic landmarks.

The heart-shaped logo is not just a static symbol, but a vibrant "companion," experiencing and admiring the beauty of Ho Chi Minh City together. The logo visits Ben Thanh Market – a long-standing cultural symbol; crosses Ba Son Bridge – a new structure with a modern feel; and stops at familiar destinations deeply ingrained in the minds of locals and tourists alike.

Each movement of the logo tells a story, guiding viewers through 50 years of brilliant development of Ho Chi Minh City's tourism, where tradition and modernity intersect, and the past and future blend together.

The video not only made a strong visual impression but also evoked pride, love, and connection to Ho Chi Minh City, thereby receiving millions of views and positive feedback on social media platforms.

2.2. Personalized Avatar Campaign

The campaign is being implemented bilingually in Vietnamese and English across digital platforms to maximize accessibility and connection with both domestic and international audiences. Personalized Avatar Campaign

A highlight is the personalized avatar feature, allowing each user to easily create and use a frame commemorating 50 years of tourism in Ho Chi Minh City directly on their profile picture. Shortly after its launch, this feature attracted over 20,000 avatar creations – an impressive number reflecting strong interest and support from the community.

The Avatar campaign went beyond individual engagement, creating a wave of collective connection. This widespread effect helped the "Find Your Vibes" message spread powerfully, igniting pride, unity, and a sense of community in anticipation of Ho Chi Minh City's 50th anniversary.

2.3. A collection of 50 iconic tourist attractions in Ho Chi Minh City.

One of the campaign's standout creative products is a special photo series recreating 50 iconic tourist landmarks of Ho Chi Minh City, created in collaboration with photographer Cao Ky Nhan. The series is not simply a collection of beautiful images, but is structured around distinct "vibe" themes, creating an emotionally rich visual journey that connects visitors with the city's multifaceted identity.

• Travel vibe: Images with a youthful, dynamic feel, connected to the vibrant urban life and familiar check-in spots like Nguyen Hue pedestrian street, Ba Son bridge, and Landmark 81. This is the "essence" of modern Ho Chi Minh City – free-spirited and full of energy.

• Spiritual and cultural vibe: Through the lens, structures like the Jade Emperor Pagoda or the Phu Chau Floating Temple appear both solemn and approachable. These photographs celebrate the cultural depth and rich spiritual life of the city's inhabitants, where traditional beliefs and immigrant cultures intertwine.

• Culinary vibe: From noodle soup and banh mi to sidewalk cafes, each photo captures the richness of Saigon's food culture – diverse, open, both rustic and sophisticated. This vibe is an indispensable part of any traveler's experience.

• Heritage vibe: Photographs of Ben Thanh Market, the City Post Office, the Independence Palace… evoke history, preserving memories of a city over 300 years old. This is a layer of the past, alongside the continuous development of the modern city.

A collection of 50 iconic tourist attractions in Ho Chi Minh City. It becomes a visual storytelling journey, where each "vibe" is a distinctive slice, blending together to form a panoramic picture of Ho Chi Minh City: both traditional and modern, both familiar and constantly evolving.

2.4. The travel film "50 Flashes"“

More than just a tourism promotional film, "50 Flashes" is also crafted as an emotionally rich cinematic work, offering an inspiring tribute to Ho Chi Minh City on the occasion of the 50th anniversary of national reunification.

The film's unique feature lies in its innovative storytelling approach: instead of simply introducing a destination, 50 Flashes The series leads the audience on a dramatic "time-travel" journey. Each segment unfolds like a time portal, allowing viewers to glide through layers of space – from the past to the present, from historical relics steeped in national memory to world-class modern structures. The element of mystery and surprise in the script makes the journey of discovery as captivating as a real cinematic film.

To create that experience, over 100 crew members worked tirelessly for more than 60 days, filming at a series of iconic locations and culturally significant sites in Ho Chi Minh City: from Ben Thanh Market, the Independence Palace, the City Post Office to Nguyen Hue pedestrian street, Ba Son Bridge, and Landmark 81. Each location was not just a backdrop, but was utilized as a vibrant character, contributing to the narrative.

Each destination in the film is not only depicted with stunning visuals but also told through cinematic language: subtle camera angles, realistic sound, and deliberately varied pace. This creates a dramatic experience, simultaneously sparking curiosity and evoking a sense of pride. Viewers not only "see" but also "feel" the city's essence, rhythm, and identity.

3. Impressive numbers proving its widespread impact.

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.

4. Newday Media – Breaking through with your brand

The Find Your Vibes campaign is a clear testament to Newday Media's strategic thinking, content creation, and multi-channel implementation capabilities. We not only built a communication campaign that strongly reflected the destination's brand identity, but also created engaging community activities to spread the image of Ho Chi Minh City widely both domestically and internationally.

Newday Media's strength lies in its comprehensive ability to combine strategy, creativity, and implementation:

• Communication strategy: conducting in-depth research on the market, customers, and context to plan communication solutions that align with objectives and available resources.

• Content creation & multimedia production: from CGI videos, promotional films, brand identity, to social viral campaigns – each product is designed to make an impact and connect emotionally.

• Community engagement: implementing a series of interactive online and offline activities to create a natural ripple effect and connect the community with the brand.

• Multi-channel deployment: coordinated efforts across press, social media, digital ads, and destination activation ensure widespread and effective message coverage.

With a service ecosystem PR – Integrated Marketing, Newday Media has been and continues to partner with many major brands in creating groundbreaking and innovative communication campaigns.

Newday Media is proud to partner with the Ho Chi Minh City Department of Tourism on an international-scale campaign, and will continue to pioneer in providing innovative, effective, and groundbreaking marketing and communication solutions for brands in the future.