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Creative

JWT Vietnam & Vietnam Airlines Challenge Travellers to Reach Further

Global campaign launches showcasing fast-growing carrier’s state-of-the-art fleet

JWT Vietnam & Vietnam Airlines Challenge Travellers to Reach Further

Vietnam Airlines has launched “Reach Further”, a new global campaign created by J. Walter Thompson Vietnam that showcases the fast-growing carrier’s state-of-the-art fleet, and cutting-edge features, through a visually-rich story of a London-based entrepreneur’s long-haul journey to Vietnam to source high-quality coffee beans.

2015 marks a pivotal point for Vietnam Airlines, which is moving swiftly to fulfil its goal of becoming one of Southeast Asia’s major full-service carriers. The airline has made a significant investment new-generation long-haul aircrafts: A350-900s and Boeing 787-9.  In June, Vietnam Airlines took delivery of its first A350-900 – ahead of all other Asian airlines - and deployed the cutting-edge airliner on the long haul route to Paris.  The airline has also implemented a program to upgrade both on-board and on-ground services, and introduced a refreshed livery and corporate identity. 


J. Walter Thompson helped Vietnam Airlines reposition the brand two years ago with the first Reach Further campaign, which ran from 2013 to 2014 and focused on the ‘network’ story of the carrier, highlighting its extensive connections from Western Europe and North Asia into the fast-emerging CLMV (Cambodia, Laos, Myanmar & Vietnam) sub-region of Southeast Asia.  That campaign centered on an exotic pink Lotus, both the symbol of the carrier and of Vietnamese culture, floating over iconic global cities and magically transporting people to Vietnam as they reached out to touch the flower. 

This year’s global campaign takes the brand’s Reach Further theme to the next level, showcasing the carrier’s state-of-the-art fleet, with a specific accent on long-haul Business Class, highlighting a host of best-in-class features that help to provide a superior flying experience. J. Walter Thompson Vietnam’s new campaign tells this story through the perspective the owner of successful British coffee chain, travelling long-haul to Vietnam, the world’s second largest global exporter of coffee, to seal a sourcing deal in a picturesque, rural coffee plantation.  

The new TVC, which was shot on location in London and coffee plantations in Vietnam, was directed by Mark Toia, a celebrated director and cinematographer known for his exceptional photographic eye, and the name behind some of Tourism Australia’s most iconic ad campaigns.

The Print campaign showcases faces of Vietnam Airlines – real employees with real names working in the airline, talking about how they are striving - individually and collectively - to deliver a better passenger experience. 

The campaign which launched in June 2015, is currently airing in 10 countries worldwide (UK, France, Germany, Australia, Japan, Korea, Cambodia, Laos, Myanmar and Vietnam) on prominent global media channels such as Bloomberg TV, Star World, Forbes, BBC, The Economist. It also comprises of digital and extensive OOH presence at Frankfurt airport, London Heathrow, Seoul Incheon, Sydney International, Tokyo Narita and CDG Paris etc. 

“Vietnam Airlines is fully committed to reaching further to provide our customers a memorable flying experience. We are going to replace our current wide-body fleet with new-generation aircrafts and currently we are implementing a service upgrade program aimed at 4-Star Skytrax rating,” said VNA Vice President Trinh Ngoc Thanh.   “Our global campaign brings this new brand philosophy to life, illustrating how we are reaching further to help our guests reach further.”

Said Saby Mishra, CEO of J. Walter Thompson Vietnam, “Our ambition is to globalize Vietnam’s national flag-carrier by crafting a visionary and scalable branding system that keeps pace with this young airline’s progressive modernization schedule – a colossal task, ongoing across some 11 markets worldwide and resonating with its target. This is a pioneering partnership between VNA and J. Walter Thompson.”

Creative Agency

Creative Agency: JWT Vietnam

Category: Airlines , Travel

Genre: Print