elevating a modern brand with royal heritage
Laguna Lăng Cô Central Vietnam
Industry
Hospitality
Services
Branding, Creative, Communication
introduction
Laguna Lăng Cô is Banyan Tree’s first foray in Vietnam, and echoes the ethos of Laguna Phuket, the company’s flagship integrated resort community in southern Thailand. The development includes Banyan Tree and Angsana branded hotels, Laguna Park Townhouses and spas, an 18-hole championship golf course designed by Sir Nick Faldo, private villas and residences available for sale, convention facilities, and a plethora of recreational activities for guests of all ages.
overview
The 280-hectare community resides near Lang Co Bay, framed by a three-kilometer beach in the Chan May region overlooking the East Sea, an area renowned for its pristine coastline, natural scenery, and proximity to UNESCO World Heritage Sites. However, the project has failed to build brand awareness despite being on the market for 5 years.
approach
By adopting a holistic approach, this project has involved conducting extensive research to redefine the target customer, identify potential needs, and assess the competitive market landscape. These insights have served as the foundation o form a solid brand strategy, an impressive new identity system, and an optimal communication strategy for business activities.
Approach details
Research findings have revealed that the most valuable customer group comprises sophisticated investors residing in the northern region, with a keen interest in collecting high-end real estate. Leveraging a deep understanding of this customer group, coupled with insights into the product's unique features and competitive environment, Brand2 has charted an innovative new strategic direction. This exciting transformation elevates laguna lang co - a modern luxury brand to new heights of sophistication, imbuing it with a sense of timeless class and refinement reminiscent of the esteemed heritage values of royalty.
King Khai Dinh, the 12th King of Nguyen Dynasty (1802–1945) (143 years), was the only King among the 13 Kings of Nguyen Dynasty who loved traveled. In his life, he traveled extensively through many cities in and countries outside Vietnam.
King Khai Dinh, the 12th King of Nguyen Dynasty (1802–1945) (143 years), was the only King among the 13 Kings of Nguyen Dynasty who loved traveled. In his life, he traveled extensively through many cities in and countries outside Vietnam.
King Khai Dinh, the 12th King of Nguyen Dynasty (1802–1945) (143 years), was the only King among the 13 Kings of Nguyen Dynasty who loved traveled. In his life, he traveled extensively through many cities in and countries outside Vietnam.
Outcome
Drawing inspiration from the rich history of the land, where the legacy of King Khai Dinh's regal resort style has been preserved through intricate carvings and symbolic imagery, Laguna Lang Co proudly presents its brand with a new identity system exudes a sense of refined luxury and sophistication, reflecting the delicate beauty of the surrounding landscape and its cultural heritage.
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EVENT & COMMUNICATION THEME
FASHION - SPORT - CULTURE - MUSIC
An integrated communication campaign has been deployed to establish Laguna Lang Co as a premier luxury destination in the minds of potential customers, ensuring the ability to stay top of mind for discerning travelers seeking the ultimate in refined, high-end experiences.
