SAM Tuyen Lam Golf Campaign: When Swings Harmonize with the Da Lat Flower Festival

As part of the Da Lat Flower Festival, one of Vietnam's largest cultural and tourism events, we were honored to execute a comprehensive communications campaign for a special Golf tournament at SAM Tuyen Lam Golf and Resorts. This was not merely a tournament; it was a journey celebrating the beauty of premium sport in the heart of the City of a Thousand Flowers.

Event-Within-a-Festival Strategy: Doubling the Appeal

We identified that the campaign needed to fully leverage the energy of the Flower Festival to position SAM Tuyen Lam Golf as a must-visit destination:

1. Unique Positioning: Presenting SAM Tuyen Lam Golf as a lush green flower nestled amid pine forests, where Golfers can experience the festival atmosphere in their own private and premium way.
2. Golf and Flower Experience Packages: Integrating flower-viewing and golf competition packages, creating distinctive added value for guests during the year's signature celebration.

Art Direction: Floral Hues and Fairway Green

Guided by a Reportage Imagery philosophy, we produced a vibrant yet professional visual identity:

1. Color Fusion: Combining lush green fairway frames with the radiant colors of Da Lat's signature flowers in full festival bloom.
2. Emotional Moments: Capturing Golfers' smiles under Da Lat's golden sun, interwoven with the elegance of flower-themed Gala Dinners, embodying Warm Care and 5-star distinction.

Multi-Touchpoint Digital Campaign

With the massive influx of visitors to Da Lat during the festival, we optimized digital solutions to reach the right audience:

1. Social Media Management: Creating Countdown content leading up to the tournament, sharing unique perspectives on the Golf course through stunning 4K drone footage.
2. PR and Media Relations: Coordinating tournament coverage on reputable sports and travel platforms, integrating into the Da Lat Flower Festival news flow to build authority.

Scope of Work

1. Creative Strategy: Concept development and overall campaign narrative for the Golf Festival.
2. Event and Brand Photography: Full tournament photography and video reportage production.
3. Performance Marketing: Managing advertising budgets targeting premium golf and Da Lat travel enthusiasts.
4. Production Management: Overseeing design and printing of tournament identity collateral including tee-off boards, backdrops, trophies, and gifts.

Results: A Sporting Landmark in the City of a Thousand Flowers

The campaign elevated the SAM Tuyen Lam Golf tournament into one of the most memorable highlights of this year's Da Lat Flower Festival, cementing SAM Tuyen Lam's image as a refined, professional Golf resort that champions local cultural values.

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