Vietnam Airlines and Melbourne Airport partnered last week to launch a PR campaign to elevate the airline's visibility and showcase its Melbourne routes to global destinations such as India and Europe.

The campaign, titled 'Vietnam Airlines Banh Mi Bonanza', saw Vietnam Airlines take over a popular Banh Mi stand in Melbourne's CBD, driving brand and key message awareness through media, influencers and indeed on the street, with hundreds queuing for the Bonanza more than an hour before it started.

Led by full service marketing agency littleBIG, the campaign offered 200 free banh mi and Vietnamese iced coffees, resulting in coverage in 24 media outlets and achieved a reach of 6.3 million and return on investment (ROI) of 348%.

The campaign also included a bespoke menu with flavours representing key destinations Vietnam Airlines flies to from Melbourne: Paris, Frankfurt, London, Delhi, and Hanoi. Branded menus, gifts, and signage were used to amplify Vietnam Airlines' brand presence on the day. Attendees had the chance to pose with a giant Vietnam Airlines' 'boarding pass' for social media photo ops, further increasing brand reach across platforms.

In conjunction with the event, Vietnam Airlines offered a tactical sale, providing 200 people with a 15% discount on flights. The campaign's success was amplified by littleBIG's strategic media and influencer partnerships, including a preview event for media and influencers.

"We're all about connecting with audiences in a meaningful way, and this campaign really nailed that. By infusing genuine passion for culture and travel into every detail, we created an event that struck a chord with Melburnians,” said Sally Harley, littleBIG Founder and Director.

Mr Nguyen Huu Tung, Vietnam Airlines Australia General Manager said: “Incorporating PR into Vietnam Airlines' Australian operations has been a relatively new move, and it's gratifying to see it quickly paying dividends.”

"By aligning with the vibrant food and culture scene in Melbourne, we’ve been able to effectively connect with travellers in a memorable way,” added Gemma Bosworth, Marketing Business Partner for Melbourne Airport.

littleBIG's clients include TFE Hotels, Brown Family Wine Group, Melbourne Airport/Vietnam Airlines, among others.