Vietjet picks new social media and creative agency as it expands APAC footprint

Vietnamese airline, Vietjet has appointed Lion & Lion as its partner for social media management and creative content across five key APAC markets, namely, Singapore, Malaysia, Indonesia, Hong Kong and Taiwan.

This partnership marks Lion & Lion’s first airline account while demonstrating Vietjet’s commitment to expanding routes in the post-pandemic era by leveraging its regional setup of the teams across multiple markets.

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With Lion & Lion as its partner, Vietjet is responding to the growing demand for tourism by expanding its routes across APAC regions. In search of a collaborative agency with a strong presence in the APAC region, the company said that Vietjet selected Lion & Lion for its integration capabilities, deep market understanding, and established footprint in the target countries.

One of the ways Vietjet is expanding its presence is by expanding its routes across the APAC region. The recent launch of new routes from Jakarta to Vietnam aims to convey Vietjet's dedication to attracting more Asian travellers. To ensure the success of this expansion, Lion & Lion's ability to provide local insights, innovative ideas and tailored content for each market played a pivotal role in their selection, the statement went on to say.

Phoebe (Phuoc Pham), the marketing deputy manager at Vietjet, explained that the rationale behind choosing Lion & Lion as its creative partner because of its ability to connect with a wider and more specific audience.

“Their deep understanding of the local landscape and consumer preferences will play a crucial role in tailoring our messaging and creative content to resonate with each market," she said.

Hendero Fin, the business director at Lion & Lion Singapore further highlighted the agency's integrated setup as a key advantage. He said, "With Lion & Lion’s hub and spoke delivery model, we are able to consolidate multiple markets into one unified way of working that allows us to integrate resources across multiple markets, benefiting Vietjet with both cost and operational efficiency.

Regarding the content approach proposed, Jonn Dogra, creative director of Lion & Lion Singapore added that helping any business take off as a major player in the SEA region is an exciting prospect. “Vietjet has been waiting in the wings to take the fight to other carriers in the region. Together with the brand team, we're ready to deliver targeted, channel-specific creative communication strategies.”

On the leadership front, Lion & Lion appointed Bilal Khan as its group director of strategy and media integration earlier this year in July. Khan is spearheading the agency’s integrated strategy product, building synergies between data, creative, media and social to deliver high-quality connected and meaningful brand marketing solutions to clients to shape a better future for its business and customers.

Khan specialises in innovative brand marketing and driving business growth and is no stranger to Lion & Lion. He played a pivotal role in establishing the first strategy department at Lion & Lion, elevating the quality of strategic thinking within the organisation, and collaborating closely with creative, social, and media teams from 2019 to 2021, said Lion & Lion in a statement.

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