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Newday Media JSC - Events & Observances Campaign

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Company: Newday Media JSC, Hanoi, Vietnam
Company Description: Founded in 2010 in Hanoi by Hai Yen Le, Newday Media JSC (NDM) is one of leading event management agencies in Vietnam. NDM has 35 full time professionals serving clients across the country and the region. The company has received many awards and certificates of merit from local government for its contributions to the community development.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances

Nomination Title: Newday Media JSC's event "Sam Son Beach Vacation Festival" - raising awareness of a new holiday destination in Vietnam

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

On the 21st April 2018, more than 20,000 people came to the main square at Sam Son beach to attend the Sam Son Beach Vacation Festival 2018 which was produced & managed by Newday Media JSC.

This is the first time Sam Son hosted the festival, following its transformation from a town to a city. The festival is to raise awareness about the new young & vivid beach location, a not-to-be-miss holiday destination for holiday-goers in Vietnam. It’s also to help boost the development of the city’s tourism industry. With a bold concept of creating a mini musical on an outdoor stage and the unique idea of combining traditional performance with modern entertainment technology, NDM was selected to be the official organizer of the festival, defeating 5 other bidders.

Hai Yen, General Director of Newday Media JSC, came up with the concept & story idea which included 3 parts. The first part introduced the history of the city by telling the legends and the fights of the local people. The second part showed how the city has developed and its transformation. The third and also the most important part described the beauty of the beach city, and the youth spirit that represented the city’s value. The key moment of the show was the mini musical which told the story of the legendary hero “Doc Cuoc” – the hero who saved the lives of thousands local people and was seen God. Being inspired by the legend, Hai Yen produced a musical to bring back the hero. In this performance, the music was in tune with interactive 3D images. In order to do this, the team had to produce a 3D footage of the hero that had the closest look to what he was imagined to be.

A 3D Mapping technology was also used in a performance. The team used a heavy duty outdoor projector to project images on to a huge skirt of a performer. In such a windy weather of the beach, mapping on a moving project was extremely complicated. However, the performance was successfully done and impressed most of the audience & the media.

The size of the stage was also significant to the effect of the show. A 3 meter high lift was hidden inside the stage to bring performers to the stage to create a wow effect. Another legend was also brought to stage. That was the love story of Male & Female Stones in which the 2 dancers flew around the stage, with the help of invisible cables.

After the event, Newday Media received very good reviews from the audience and the media. Papers which wrote about the event included mainstream media such as: Tien Phong, Vietnamnet, Dan Tri, Phu Nu Vietnam, Thanh nien, Cong an nhan dan. Especially, Newday Media team received a special thank from the Sam Son People’s Committee.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Hai Yen Le, General Director of Newday Media JSC, Leader of Hanoi Young Women Entrepreneurs Club (HYWE), Vice-chairwoman of Vietnam Media &Tourism Club and Vice-chairwoman of Hanoi Network of Women Entrepreneurs was born and raised in Hanoi. Finishing her studies at Hanoi College of Art, she obtained a degree in Music Culture Management from Hanoi Cultural University. After 4 years working within PR at FPT she started her own business in event management when she was only 27 years old. Newday Media JSC, under Hai Yen’s direction, has received multiple certificates and accolades from local governments and clients and the business goes from strength to strength. Hai Yen was the author and Stage Director of the Sam Son Beach Vacation Festival 2018.