Building a communication and promotion program for Nui Than Tai hot spring park - 7

Figure 2.18: Television advertising

2.6.2. Promotion

Promotions are short-term, immediate measures to encourage the purchase of products or services. Promotions have a direct and positive impact on increasing sales by providing additional material benefits to buyers, which can be rewards, discounts, forms of entertainment with prizes, etc. Advertising does not mean that consumers will have an immediate purchase response, so promotional activities will support advertising activities to encourage, cheer, and urge customers to make purchases faster.

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Nui Than Tai's promotional programs mainly target price policies at appropriate times of the year such as holidays, fairs, events, company anniversaries. Below are some promotional activities that the company has implemented:

- Promotion to honor March 8

On the occasion of International Women's Day March 8, Nui Than Tai Tourist Area organizes many special promotions for female customers: Same ticket price 200,000 VND, for girls from 1m-1m3 is 100,000 VND, giving away 50 vouchers of 10% discount on food services for groups of 4 female guests when booking tickets before February 28 on the fanpage of Nui Than Tai Tourist Area.

- June 1st promotion on the occasion of International Children's Day

By participating in the program "Giving 10,000 free tickets to children under 6 years old" organized by Nui Than Tai Hot Spring Park, many parents, organizations and groups had the opportunity to bring their children to visit the dinosaur park and use the services at the tourist area completely free of charge.

- Promotion of giving away more than 2,000 economy class tickets for children under 6 years old in Quang Nam province.

On the morning of August 8, representatives of Nui Than Tai tourist area - Da Nang presented more than

2,000 general package tickets for children under 6 years old in Quang Nam province. This is an annual activity organized by Nui Than Tai tourist area to bring children a tour, explore Nui Than Tai tourist area, especially experience the dinosaur park. Take children to explore the ancient world, watch the amazing Dinosaur Show at 9:30 to 10:00 am every Friday, Saturday, and Sunday.

Figure 2.19: Promotion program giving away 2,000 entrance tickets to children in Quang Nam province (source: website CVSKN Nui Than Tai)

- 50% discount on Charter season tickets

On the occasion of the Charter Day on November 20, Nui Than Tai Hot Spring Park organizes a 50% discount promotion for teachers, students and pupils nationwide.

Specifically, the general package ticket is only 175,000 VND/person, additional services will be reduced by 5%. The condition to enjoy the promotion is that visitors bring identification documents such as teacher card, student card, school work confirmation paper... to Nui Than Tai Hot Spring Park to buy tickets. The promotion period will last from November 1 to November 30, 2019.

Figure 2.20: Promotional banner for Vietnamese Teachers' Day (source: CVSKN Nui Than Tai website)

In addition to promotional programs, the hot spring park also organizes mini games such as:

- Mini game: Receive birthday gifts with the program "For a green Vietnam" In August 2019, Nui Than Tai Hot Spring Park started implementing the program "For a green Vietnam", an extremely attractive mini game for guests.

Get free tickets during your birth month.

The rules of "For a Green Vietnam" are very simple:

- Like, share the post and tag your friends to join.

- Leave a photo of green nature.

- Answer the quiz questions posed by the organizers.

And finally, send your personal information by inboxing the Nui Than Tai Hot Spring Park fanpage including: Full name + Phone number + email + photo of ID card.

BTC will send players the correct ticket code. In particular, the ticket code is only valid for use in the player's birth month. The program will be held regularly from the 1st to the 5th of each month.

-Mini game: Predict the football score between Vietnam and UAE teams. Prize:

5 first prizes: each prize gives 01 pair of entrance tickets to the person who predicts the match score most accurately and quickly.

15 consolation prizes: each prize is 01 entrance ticket for the person who predicts the correct score of the next match.

Rules:

- Like fanpage, share post in public mode.

- Comment the match score below the post.

- Prediction time: from the time of posting until the referee blows the whistle to end the first half.

2.6.3. Direct Marketing

Direct marketing activities facilitate the process of operating and maintaining, establishing business relationships. Using the form of direct marketing brings many benefits to both customers and businesses. The company's direct marketing goals are to create awareness and future purchase intentions of customers, create a list of existing potential customers, and send information to strengthen the image of the brand and business.

 Direct mail marketing

Email is the main tool used in direct marketing activities. Emails sent are information about events and services of the company. Emails are sent to the company's target customers, similar to telemarketing, emails are sent when there is a customer's email address provided by the market staff.

CVSKN Nui Than Tai always has email campaigns to a large number of customers whenever there are events, incentive programs, promotions... sending thank you and congratulatory letters to its customers.

Figure 2.21: New Year greetings and announcements (source: CVSKN Nui Than Tai website)

2.6.4. Public relations

Internal PR

Internal PR plays an important role in creating an effective working environment. Recognizing the importance of internal PR, CVSKN Nui Than Tai has constantly improved this activity. With the goal of building a working spirit

comfortable, happy and united way, there is a connection between employees, between superiors and subordinates in the company. The spirit of solidarity is an important factor. Therefore, CVSKN Nui Than Tai pays great attention to building and maintaining relationships between employees.

- On the occasion of International Women's Day, March 8, Nui Than Tai Resort organized a warm party for the company's female employees, along with exciting recreational activities for women on this special day.

Figure 2.22: Company program organized for employees on March 8 (source: CVSKN Nui Than Tai website)

- Nui Than Tai Hot Spring Park presents charity houses to employees in difficult circumstances. On the morning of March 3, Nui Than Tai Hot Spring Park presented two charity houses to employees in difficult circumstances of the company in Phu Tuc village, Hoa Phu commune, Hoa Vang district, Da Nang city. The two charity houses were presented to Mr. Dinh Van Tinh and Mr. Nguyen Linh - 2 employees working at Nui Than Tai Hot Spring Park. Both families are in extremely difficult circumstances and do not have stable housing. After 2 months of construction, the 2 charity houses have been completed with an area of 50m2 from a budget of 130 million VND/house supported by Nui Than Tai Hot Spring Park. This is a meaningful and practical spiritual gift from

Nui Than Tai Tourist Area aims to help staff improve their lives to develop the economy.

Figure 2.23: Gratitude house donation ceremony (source: CVSKN Nui Than Tai website)

 External PR

Community PR activities of CVSKN Nui Than Tai are carried out through events that the company sponsors and organizes. The company's logo is printed on banners, pennants, and the name is also mentioned during the event, helping the company's image to be noticed by the public and known more about the company and to polish its reputation.

Sponsorship:

- Nui Than Tai Hot Spring Park accompanies the forum "Vietnamese Entrepreneurs - How to grow" On the afternoon of March 29, the Da Nang Young Entrepreneurs Association organized a forum for the business community with the theme "Vietnamese Entrepreneurs - How to grow?". This forum attracted the participation of hundreds of entrepreneurs in the Han River city as well as in neighboring areas. Nui Than Tai Hot Spring Park was honored to become the Diamond Sponsor for the forum. At the forum, DHC Suoi Doi Joint Stock Company had the opportunity to meet and share with young businesses and potential partners about the vision of promoting tourism in Da Nang city, especially the development strategy of Nui Than Tai Hot Spring Park in the coming time.

Figure 2.24: Forum "Vietnamese Entrepreneurs - How to Grow" (source: CVSKN Nui Than Tai website)

- CVSKN Nui Than Tai sponsored and accompanied the Vietnam - Japan cultural exchange festival in 2019.

On July 26, the Vietnam - Japan Cultural Exchange Festival 2019 took place in Da Nang. At this festival, Nui Than Tai Hot Spring Park (NHCPA) was honored to be the sponsor and companion throughout the festival. Nui Than Tai Hot Spring Park is one of the sponsors throughout the festival. On this occasion, Nui Than Tai sponsored with the desire to contribute to bringing tourists and people of Da Nang a space to exchange and learn about the unique cultures of the two countries. At the same time, Nui Than Tai hopes that through this activity, Da Nang City and Japan will have steps to promote investment in trade and tourism.

Figure 2.25: Vietnam - Japan cultural exchange festival (source: CVSKN Nui Than Tai website)