Tan Son Nhat International Airport, located 6 km north of Ho Chi Minh City center, is the largest airport in Vietnam with a passenger capacity of 30 million in April 2024, making it the 50th busiest airport in the world in 2023. The airport serves both domestic and international flights and is the main gateway for tourists to Vietnam. In the surrounding area, there are various facilities such as the Ibis Saigon Airport and Tan Son Nhat Saigon Hotel, Pho Ong Hung restaurants, Highlands Coffee, Burger King, and shopping malls such as Parkson CT Plaza and Vincom Plaza. (Source: Wikipedia)
People come to Ho Chi Minh City, Vietnam, via Tan Son Nhat International Airport for a variety of reasons. The city is Vietnam’s largest economic center, so many business travelers come for work and business purposes. In addition, Ho Chi Minh has a strong tourist appeal, with historical and cultural attractions such as the War Remnants Museum, Saigon Notre-Dame Cathedral, and the famous Ben Thanh Market. Travelers are also attracted to Vietnamese cuisine, such as pho and banh mi, as well as its vibrant nightlife. The city is also a starting point for travelers looking to explore southern Vietnam, including the Mekong Delta and its surrounding beaches. In addition, easy international access via Tan Son Nhat Airport makes the city a popular destination for both business and leisure travelers.
A Surge in Muslim Tourism
According to new data from the VNAT ( Vietnam National Authority of Tourism ), Muslim tourism in Vietnam is now thriving; the country has seen a sharp rise in the number of travelers from countries with a majority Muslim population. As of September 2024, the number of Indian tourists had jumped 240% from a year earlier to further illustrate that the country has slowly turned into a more popular destination for all kinds of travelers. This is evidenced by the increased number of visitors from the surrounding countries in Southeast Asia, such as Singapore and Indonesia, due to the commitment to offering an inclusive tourism environment.
(Source: vnexpress.net)
Opportunities for Business Growth
Ho Chi Minh City is a hub of numerous business opportunities and attracts several international brands to establish a foothold in the competitive Vietnamese market. Shopee, a Singaporean e-commerce giant, currently leads with a leading market share of 70% in retail sales as of Q3 2023. The platform has actually become very popular due to its seamless shopping experience and recommendations through local customers.
Following closely is Vietnam Airlines, the national flag carrier, which boasts impressive ratings in product quality (81%), customer service (93%), and trustworthiness (83%). Another major player is Samsung, which continues to strengthen its position in the market, particularly in mobile technology.
Premium Brands Entering the Market
As Vietnam’s affluent class grows, the country has become an attractive market for premium brands. Notable newcomers include Pop Mart, a Chinese collectible toy brand that opened its first store in Crescent Mall on May 18, 2024. Likewise, Singapore’s high-end mother and baby retailer, Motherswork, has expanded to Ho Chi Minh City, reinforcing the region’s appeal for luxury goods.
This influx aligns with projections from New World Wealth, which forecasts Vietnam’s wealth to grow by 125% over the next decade. The country is expected to see a 30% rise in ultra-high-net-worth individuals by 2028, solidifying its status as a hotspot for luxury brands looking to capitalize on a dynamic market. (Source: Vir.com)
Banking on Growth
The affluent population in Vietnam has attracted numerous financial companies, including UOB (United Overseas Bank), which has opened a branch in Ho Chi Minh City to expand its Southeast Asian network. UOB offers a diverse range of services, such as corporate banking and wealth management, supporting key sectors like infrastructure, manufacturing, and technology to foster growth for both local and international businesses. Additionally, UOB has established a Foreign Direct Investment (FDI) Advisory unit that has assisted around 300 international companies in investing in Vietnam over the past five years, totaling S$7.3 billion in pledges.
UOB Vietnam expects substantial growth, particularly from clients in Greater China and rising interest from U.S. businesses, as the country positions itself as a major beneficiary of the global supply chain shift away from China. Currently, clients from Greater China account for about 16% of UOB Vietnam’s portfolio, while Singaporean firms make up 44%, often using Singapore as a regional gateway. UOB Vietnam’s CEO, Victor Ngo, points out Vietnam’s strategic advantages, including its proximity to China, extensive free trade agreements, and strong partnerships with major nations, which enhance its role as a vital trade corridor. Furthermore, Li Fan from Warburg Pincus notes that Vietnam’s favorable business environment, demographic advantages, and lower labor costs approximately half of those in China make it increasingly attractive to international companies. (Source: businesstimes.com.sg)
Strategic Marketing at Tan Son Nhat Airport
UOB employs a variety of methods to communicate with customers and potential clients, utilizing both digital media and in-person activities. A key strategy includes the installation of a static billboard at Tân Sơn Nhất Airport, featuring the tagline “One Bank for ASEAN,” which underscores UOB’s commitment to serving the Southeast Asian region. This strategic location aims to enhance brand awareness among the airport’s business and tourism traffic. Additionally, the annual conference in Ho Chi Minh City on September 6, 2024, themed “ASEAN: Crossroad to the World,” provided UOB an opportunity to align its services with ASEAN’s focus. By targeting diverse market segments, including international and domestic travelers with high consumption levels, UOB strengthens its position as a leading regional bank and supports ASEAN’s economic growth through innovative banking solutions.
As the bustling gateway to Vietnam and a vibrant hub for travelers from around the globe, Tan Son Nhat International Airport stands as a prime location for innovative marketing strategies. With millions of passengers passing through its terminals each year, the airport offers a unique canvas for brands to connect with diverse audiences in meaningful ways. In an era where consumer engagement is paramount, Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising have emerged as powerful tools for brands looking to leave a lasting impression. By harnessing creativity and technology, businesses can transform ordinary advertising spaces into captivating experiences that not only promote their offerings but also resonate with the dynamic flow of travelers. Here are three creative strategies that brands can utilize to enhance their marketing efforts at Tan Son Nhat Airport.
1. Interactive Digital Displays
One of the most effective ways to engage travelers in Tan Son Nhat Airport is through digital displays that are interactive. These could be real-time information screens, like flights, integrated with brand messaging that asks a user to interact with it. Brands can introduce gamified experiences where travelers engage in quizzes or contests about either the brand or local culture. This amuses the passengers and helps them make long-lasting associations with the brand, thus bringing customer loyalty.
2. Dynamic Content and Personalized Targeting
Data-Driven Ads and Real-Time Updates: Utilize DOOH to display content that changes based on time, location, and passenger behavior. For instance, offer special promotions for nearby restaurants when passengers are waiting for their flights. Also, use geofencing to send notifications to passengers as they approach specific ads, increasing the relevance and responsiveness of the advertisements.
3. Thematic Pop-Up Installations
Pop-up installations offer a creative way for brands to create buzz and excitement within the airport. These temporary setups can be tailored to current events, holidays, or local culture, drawing in travelers with visually stunning displays and engaging content. For instance, during major holidays or festivals, brands can create themed installations that celebrate the occasion while promoting their products. This not only enhances the airport’s atmosphere but also provides a unique opportunity for travelers to interact with the brand in a memorable setting.
(Digital OOH at Tan Son Nhat Airport)
Tan Son Nhat International Airport offers an array of advertising formats, with billboards of various shapes and sizes strategically positioned to catch the attention of arriving passengers. Among the standout options are two high-visibility LED screens, each measuring 1.76 meters in height by 4.48 meters in width, placed directly opposite the escalator that leads down to the baggage claim area for all international flights. This prime location ensures that as travelers descend, they are met with vibrant, dynamic displays that seize their attention. The screens offer companies an exceptional platform to engage a diverse international audience through captivating visuals and branding that resonates with travelers at the start of their journey in Vietnam.
Positioned for maximum exposure, these LED screens are perfectly suited for video content or striking company branding that aligns with the theme of arrival and exploration. With their placement ensuring direct visibility to all passengers coming through the terminal, these screens offer brands a unique moment to create a memorable impression as passengers transition to baggage claim. This high-traffic area provides an ideal setting for companies looking to stand out with visually engaging content that captures the curiosity and interest of an audience just beginning their experience in a new city.
Tan Son Nhat Airport is more than just a transit point; it is a vibrant hub of opportunity for tourism and business in Southeast Asia. By leveraging creative OOH and DOOH advertising strategies, brands can engage travelers and leave lasting impressions, solidifying their presence in a rapidly growing market. With its strategic location and diverse passenger demographics, the airport remains an essential platform for brands to enhance their visibility and connect with millions of potential customers.
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