The Ministry of Culture, Sports and Tourism (MoCST) has approved the Vietnam National Tourism Administration’s project to promote Vietnam's image on the British Broadcasting Corporation (BBC).
The ministry also assigned its International Cooperation Department to conduct negotiations with other TV channels such as France’s Fashion TV, the Republic of Korea’s Ariang and the US’s Discovery channel and to explore the possibility of running advertisements on Japan’s NHK and China’s CCTV channels, as well as in a popular Russian newspaper.
MoCST Minister Hoang Tuan Anh also directed the administration to consider re-broadcasting a trailer on Vietnam on CNN and organizing road shows in Australia, Taiwan and China.
The advertisement campaign is part of the national trade-investment and tourism promotion programme which was adopted by the Government with a total capital of VND 30 billion.
According to an official from Ben Thanh Tourist – a large travel agency in Vietnam - the Vietnam National Tourism Administration spent VND 4.7 billion promoting the national image on CNN Asia. However, the programme did not meet the expectations as few Asian people watched the channel to book tours, while none in Europe and America could watch it.